From the report:
“Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.”
Most marketers still think of content as a one-time campaign, or short burst of speed. This is not, and never will be, content marketing. If you want short bursts of speed and attention, clever and paid advertising campaigns are the way to go. Content marketing is a marathon, not a short sprint.
Content marketing requires continual input- there is no start and finish, it is most definitely not a one-off campaign. Adding to that, if you’re content marketing is underpinned and driven by an agile and cyclical strategy, it will achieve more than simply maintain the pace over the marathon; it will actually increase in momentum, yielding ever-increasing returns over time.
I tend to think about the cycle in three stages INSIGHT > IMPLEMENT > IMPACT, with each full cycle providing the energy for the next. By continually analyzing, brainstorming, tweaking and feeding back into strategy, your content marketing becomes cleverer and more efficient after each and every cycle.
At this stage, you need to gain as much information and data as possible. For example, you might use Google Analytics to look at the most popular landing pages or which content has the lowest bounce rates, Google Webmaster Tools to see what people are actually searching for or social media tools to analyze which content resonates best with your audience.
Once you’re armed with your information, it’s time to deliver content to your audience. Whether that’s through industry news articles, blogging, infographics, eBooks, white papers etc, make sure that it’s high quality, original and genuinely adds value to your audience. People are bombarded with an incredible amount of content nowadays so it’s definitely worth investing time and resources into producing exceptional content that will make you stand out from the crowd.
You should also ensure that you have a good content promotion strategy in place so that your content reaches beyond the walls of your echo chamber.
If you’ve done the first two stages correctly, it will start to positively impact a whole range of areas including: brand awareness, conversions, leads, audience numbers, website traffic, sentiment, visibility in search engines, customer loyalty and eventually sales. You may want to test your content for 2-3 months before you re-visit the INSIGHT stage to ensure that you have enough data on which to make informed decisions for the next cycle.
Content marketing is a marathon, not a short sprint, it’s important not to lose sight of this. You’re unlikely to be bowled over by the results after just one cycle, but you can be sure that, as long as you’re doing it right, cycle two will be better, cycle three even better and so on.
Think of it like a flywheel…the further along you get, the more momentum you build, the easier it gets.
Mosaic can help with your content marketing program, go here to see how easy it is.