Content marketing can be a difficult task for even the most skilled professionals.
One of the challenges is the overall success of a marketing campaign can be evaluated and measured differently. The same metrics can’t be used across the board to understand if a campaign was successful.
“There’s lots of ways to evaluate ROI, but hands down to me, the greatest accomplishment is when I hear somebody from my audience repeat a message to me, then I know it resonated. They appreciated it and they understood it,” says Emily Negrin, vice president of corporate affairs at Inari.
“We did what we needed to do because I have people from my audience now talking about that content and repeating some of the messages we wanted them to take away,” she adds.
Various forms of content marketing work differently on consumers and potential customers. What works on one target audience might not be enough to attract a new audience. When using content marketing, sometimes different means need to be used together to achieve ultimate success.
“I sometimes break it down by what I appreciate both as a consumer and what I appreciate as a producer,” says Kevin Leigh Smith, senior lecturer and advisor from Purdue University. “As someone who is out there producing content or more specifically, teaching the content, I think what I really like the most is telling the stories of people who are involved in the business or the company or whatever it happens to be.”
Content marketing doesn’t necessarily have one clear definition and has a plethora of uses. How one company defines it doesn’t mean every company defines it the same. The same goes for how to best get their message across.
“Planning really begins with understanding who the audience is,” adds Smith. “I first try to understand what is it that the audience wants and needs. The second part I look at is what are our strengths. What do we do well? Then you kind of do a comparison on what we do well with what the audience wants.”
Knowing your audience can help a company or business build a successful marketing message. Even though content marketing looks different for different brands, the end goal is the same, success.
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