7 Content Marketing Insights Shape Your Strategy Using These Key Findings
Today’s consumers have greater access to information, higher
expectations, and a more sophisticated understanding of the choices available
to them than ever before. Integrated marketers must build a content strategy
that considers these truths while complying with current trends and driving
Insights has put together a list of the top seven content marketing
insights that businesses should use to guide their content strategies.
Produce Meaningful Content
According to studies cited in the article, while 84% of consumers
expect content to entertain through stories, solutions or experiences, 60% of content
fails to deliver on its promise. This is
a reminder that customers want content that provides value and offers insights
into how your product or service will help them. Consider using case studies,
interviews, and other customer-centric content to showcase your business’
Target ALL Influencers
Purchasing authority does not always lie within the C-Suite. Sometimes
senior staff or end-users influence decision-making, so make sure that you
target different personas. Highlight the benefits for each audience through
customized, relevant content. List
segmentation addresses specific needs and interests and can improve
open rates, deliverability, and retention while boosting revenue.
Meet Your Audience Where
They Are—On Their Smartphones
Studies show that customer decisions and perceptions are shaped by a
number of touchpoints, with smartphones topping the list. Mobile content
marketing must go beyond responsive design to content that suits the format:
less copy-intensive, less data entry, more images, and videos.
Use Multiple Types of
Integrated marketers have found that using up to five or six types of
content formats improves performance. Consider a mix
that includes wide-ranging formats such as blogs, audio, images, infographics, educational papers,
mobile apps, and virtual or augmented reality. Test to see which combinations
work best with your audience.
Customers are Transactional
Many customers are willing to give you time and information in
exchange for valuable information they can use: webinars, research, reports,
case studies, etc. The that your business gathers can be used for
marketing/remarketing and nurture campaigns, while customers receive valuable
information that educates and informs.
Readers Have Short Attention
Customers may spend as little as 37 seconds on an article, so use
brevity when creating content. While long-form content is appealing for
explainer pieces, prospective customers are typically more interested in
shorter, high-quality, readable pieces that share new ideas, actions, and
perspectives. Use headlines, bullets and white space to both create breathing
room, and emphasize the most significant content.
Correlate Content to the
indicates that customers place different values on various types of content
depending on their place in the purchase cycle. In the early stages, integrated
marketers should emphasize image- or audio-heavy content that requires less of
a time commitment. For mid-stage, reports, webinars, and interactive content
may be more appropriate. For late-stage purchasers, move on to more in-depth
pieces like case studies and other pieces with concrete results.