Business
Gearing up for a more customized content market
A well fitted suit is similar to content marketing. Just like the perfect fit, the message must suit the channel seamlessly to make an impression and stand out. According to one of IMN’s latest case study “How engaged are your customers?” 78% of the respondents chose content marketing as a high or medium priority for customer engagement thus allowing a combination of the right message with the right channel an important necessity to consider.
Nancy Liberman, the Vice president of marketing at digital marketing company IMN, said “You need to tailor the message for the channel”. She also added that “Part of it is just the result of how many characters you have to work with, so you need to be able to capture and engage someone’s attention within those parameters”
Marketers must first be able to define what content is, before they can think of generating market content. According to a study, about 65% of marketers stated that they have a good grasp of content marketing. However, Ms. Nancy Liberman says that the remaining 35% attributed to lack of understanding of content marketing are due to soloed practices that occur in under-resourced companies and organizations. In one of her statements during an interview, Liberman said “In a lot of companies, you still have specific people as masters of their own domain and not really sharing that information,”
The study encourages marketers to create new content marketing ideas that include certain tactics and goals for each channel, a plan to measure results and an editorial calendar.
According to this study, awareness and engagement are the uppermost drivers for content marketing. Ms. Nancy Liberman says that providing a customer with relevant content and getting them to understand the content is important in retraining and attracting customers. She further justified this by citing a Newsletter IMN creates for its auto dealer customers.
Liberman explained that ‘You are not buying car every other week, part of our challenge is developing with our dealerships content that is going to keep somebody interested post sale- it might be a coupon for your first oil change. Then it might be how you get the most life out of your tires… It allows you to take a different kind of sales and service material and really present it in the best light when it’s most relevant to the customer.’
Content marketing is thus not a complete industry considering the fact that 52% of the respondents from the study claimed that they don’t have a separate marketing tactic per channel.
