The three main concerns of professional content marketers

Professional marketers, however, need to do more than just follow the latest trends. In order to answer this question, we spoke to a number of professional content marketers at our recent Digital Cream Singapore event. The table topic was 'Content Marketing Strategy' and it was sponsored by content marketing specialist, Lionbridge. Known as 'transcreation', it is the most effective way for content to be created once and then distributed to other regions. Discoverability Producing high-quality, relevant content is important, but if no one sees it then the effort is wasted. This is why successful content marketers focus on the delivery channel nearly as much as the content itself. This should, however, only be done on content which has already been successful organically so that brands do not waste money on content which is not engaging. Success metrics A recent survey by the Content Marketing Association (CMA) revealed that 100% of respondents felt that measurement was an 'important' or 'very important' part of their content marketing strategy, but only half (50%) felt it was possible to measure the return on investment (ROI) of their efforts. Over the course of the day, very few marketers felt satisfied with how they measure the success of their content marketing programme. Everyone agreed that campaign-based metrics, such as engagement rate, click-throughs, and time spent on-site, were useful but most felt that they are not enough to prove ROI to the business.

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Though many may feel that it is no longer the ‘new shiny thing’, content marketing is still a hot topic among marketers.

A quick glance at Google Trends shows that interest in the topic is at an all-time high…

…and recent research by Econsultancy backs up this notion as well. Our survey revealed that ‘creating compelling content for digital experiences’ was the second most-popular choice for marketers globally as ‘the single most exciting opportunity’ in 2016.

Professional marketers, however, need to do more than just follow the latest trends. They must make sure that what they are spending their time on helps the business.

Because of this, marketers are often looking for ways to improve their content marketing. Specifically, how can they build on initial experiments and deliver a sustainable and profitable content marketing programme?

In order to answer this question, we spoke to a number of professional content marketers at our recent Digital Cream Singapore event. The table topic was ‘Content Marketing Strategy’ and it was sponsored by content marketing specialist, Lionbridge.

According to participants on the day, organisations with successful programmes focus on three key aspects of content marketing.

1. Relevance

Attendees each had their own way of producing content, but all agreed that they avoid the ‘hard sell’ of sales material and, instead, try to craft the brand message to be engaging and relevant to consumers.

It’s not always easy to do, especially for B2B brands, but throughout the day attendees spoke about a number of techniques which help them deliver continuously relevant content.

First off, marketers need to personalise the brand content. With segmentation and automation technologies so widely available, marketers should not write for ‘everyone’ but instead write highly-relevant content intended to reach smaller groups of people.

While most felt that they are some way away from writing for an ‘audience of one’, delegates said that content management systems can help a lot with targeting smaller audiences.

Another way content marketers add relevance is that they make sure that branded content is emotive and engaging. Adding a personal touch, such as an interview or a profile of a key employee, can go a long way to accomplishing this…

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