Content marketing – 2

This post is the second in our series of posts on ‘What is Content Marketing?’ by Nischala. The first post which describes the exact content marketing equation can be viewed here.

Do you know what is Content?
Dig-up your inventory to understand what is Content. If you list blogs and articles, it is not good enough. Think more. Your list should look like this.
Blog posts
Infographics
Quick images for social media
E-books
Webinar Videos
Podcasts
PDFs
Spreadsheets with actionable solutions
Customer testimonials
Memes
The list can be built and customized to your business needs.

Do you know the places on internet where your target audience are dwelling?
Who is your target audience? Once you figure out who they are, then see where they live on the internet. Do they live in forums, Google communities, Facebook groups, Twitter lists, your own inbox- contacts, events, webinars, tradeshows, Youtube channels or some place that is exclusive to your business? If you notice carefully I have mentioned events and tradeshows in the list above because they also translate into online dwellings.

Do you care about what your target audience is consuming?
For all you know though you have mostly creative images in inventory because you read in a report that visuals are the most converting content type, your target audience among whom you intend to build your brand’s mindshare could be video lovers or mostly consuming lengthy reports that bring our trends and details. Ooops, if that is the case, your content strategy would backlash.

Do you care to listen to what there are asking from you?
Initially content is created based on assumptions, eventually the feedback loop provides rich cues for the type of content that your target audience would love to consume. These rich cues are available across the universe of internet where your audience dwell. As much as evaluating your content inventory is critical, so is evaluating your feedback channels. With digital media, this loop is never single. Each campaign will draw feedback through different channels. Though noise of feedback may increase proportionately with the scale of content you distribute, eventually you will have to pick feedback channels that matter to your business.

Do you know what drives your target audience to make any decision that relates to your brand? It could be Yes/No/ Maybe.
Answer to this question is very specific to each business and brand. Interestingly the triggers to purchase decisions are lost in the chain of communication. This is where adopting measurable KPIs helps in understanding and attributing triggers to purchase decisions among your target audience.

If you spend time critically evaluating these questions, you will realize that answers to them are not readily available. They need time, relates back to our first equation.

Nischala works as the Marketing Manager at iKeva and is excited about creating solutions to marketing problems. She loves to learn and share views about content and neuro-marketing with a dash of spirituality in it. Believes in the philosophy of Learn. Live. Realize.

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