Five Ways To Power Up Your Content Marketing Effort

Five Ways To Power Up Your Content Marketing Effort
SHARE
THIS



With Columbus a finalist in B&T’s Most Effective Use of Content category for Friday’s Awards, the agency’s Rachelle Beaven shares her top content marketing tips.

Content sits across every digital touch point – your brand’s online perception is hinged on it. So why do we spend so little time establishing an effective content marketing framework, from understanding our audience, to how we measure success?

With only 28 per cent of Australian marketers vowing that their content marketing strategy is actually effective (CMI 2016), it is no longer viable to just add to the noise. It’s time for brands to hold their teams accountable in driving measurable change and return on investment.

There is no single framework for success. Great content is the product of careful strategy and planning. Nonetheless, there are some simple methods you can apply to make your content work harder for your brand. Whether you’re looking to challenge your existing strategy, or simply benchmark your approach, read on to discover the fundamentals that will drive your content play further.

1. UNDERSTAND YOUR PEOPLE

As marketers, it is our goal to create meaningful connections between people, ideas and brands. In order to do this, we must be tenacious in understanding our audience and the small idiosyncrasies that make them unique.

In the new media landscape, it’s easy to be blindsided by new format and channel trends, but we should always start with (and revisit) our audience to command our overarching approach.

How does your audience think, act and feel? More importantly, what is keeping them awake at night? We can no longer define people by the top-level demographics that bind them. At Columbus, we look beyond these to understand our audience’s triggers, barriers and pain points.

We consider their device and channel preferences, what types of content they are creating, consuming and sharing. We analyse their sentiment across social and study their behaviour across search. People can’t be reduced to numbers or trends, so we strive to understand who they are, rather than how they can be loosely defined.

2. LEVERAGE INTENT

Every minute spent online, our most valuable prospect is leaving rich intent markers for us to tap in to, to power up our content marketing efforts. We just need to listen.

Searches, social actions, website interactions, and time spent engaging – they’re all telling actions that we can leverage to ideate and serve meaningful content experiences. In fact, marketing personalisation on a broader scale depends on the ability to segment, mine and action data in this exact way.

This type of content planning forces us to look beyond WHAT content people are consuming, and consider the WHY. Instead of aggregating social trends, it means looking at the cultural triggers that underpin a movement. Instead of reacting to rising online conversations, it means leveraging audience truths to make new waves.

Planning content in this way will ensure you’re not just simply filling content gaps, but that you are leading the charge. Integrating seasonal data in to your content planning process will further ensure relevancy. This is where content magic happens: at the intersection of audience, seasonality, and intent.

3. OWN YOUR TERRITORY

One of the most challenging (and exciting) parts of defining a brand’s content marketing strategy is determining where that brand has the right to play. Content territories should always push back to your audience and their relationship to your brand. This is one area where a strategy can become weak – either running a mile wide and an inch deep, or placing too much emphasis on the brand or product, rather than the needs of the audience.

The landscape is fragmented enough, as the amount of content people create continues to increase exponentially. Our two cents: Find your niche. Be clear on your territories. Discover meaningful stories your brand has the right to tell, and truly own them.

4. UPHOLD CREATIVE INTEGRITY

Be determined and particular about the quality of your content. There is absolutely no point producing content for content’s sake. Just as great creative can be transformational for a brand, poorly executed content can be equally as damaging. Create guidelines and challenge your thinking.

Does this content actually offer value or solve a problem? Does this execution stay true to our strategic objectives? Does it align with our tone of voice? Will it genuinely pull our audience closer to our brand?

Just 36 per cent of Australian marketers have an editorial mission statement for their primary audience (CMI 2016). If you haven’t already, it’s time to create production standards to measure your content quality against. Once you’ve found your pattern, the focus is on scaling this standard upward and gaining pace and regularity. The old adage is valid here: quality over quantity.

5. TEST AND LEARN… ACTUALLY

It is our job to dig deeper when content doesn’t perform. Equally, it is our job to understand exactly why a piece of content did perform, to constantly adjust the process. This sounds simple enough – but test and learn is something that brands and agencies tend to preach rather than action.

An effective content strategy includes a robust measurement plan. It should be clear from the outset what success looks like for a campaign or wider strategy. It is also crucial that test and learn is adopted in real time, not just retrospectively. This is when we have the biggest opportunity to move the dial.

The Wrap Up

Only 55 per cent of Australian marketers say that their organisation is clear on what successful content marketing looks like (CMI 2016).

If you ask us, we would say that a successful content marketing program is the sum of its parts. From audience understanding, through to strategy, ideation, production and amplification, we need to continue to challenge the process, and remain accountable for making it better.

Whether your brand’s content strategy is just beginning to find form, or you’re looking to strengthen an existing process, constant refinement will be crucial to your success.

 

Please login with linkedin to comment

It Resellers Rachelle Beaven

Latest News

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]