CONTENT MARKETING The relevance of content marketing is undisputed among marketing managers, but measuring its success is difficult for most. With a test of exemplary campaigns among consumers, Yahoo has found out which steps lead to successful content marketing.Companies can make their customers laugh or stimulate discussion with their own content - but content marketing is most successful when it inspires the target group. This is shown by the study "Return On Inspiration. New World Content Marketing", for which Yahoo surveyed 1,000 consumers in Germany, the UK, France and Italy, shows that the background to the study is the change in communication between brands and their target groups. Instead of just sending out marketing messages to consumers, many companies are now entering into dialog with customers via appealing content. An approach that is widely recognized among marketing experts: 97 percent consider content marketing to be an effective tool, as shown by a
Europe-wide survey shows. At the same time, it makes it clear that seven out of ten marketers are dissatisfied with the implementation of content marketing in their company and consider it difficult to measure the return on investment (ROI) (71 percent in each case).
The success of content marketing cannot be measured by sales aloneThe success of content marketing should not only be measured directly by hard sales figures. They should also take other important factors into consideration: Brand building and establishing a dialog with customers, which often only materialize in the medium to long term.Thus, there are also several levels on which the effects of inspiring content marketing on consumers can be seen, as the study by Yahoo makes clear. When consumers came into contact with innovative content marketing concepts, their willingness to buy increased by a factor of 1.84. Their affinity to the brand was 1.75 times higher and the likelihood that they would share content about the brand increased by a factor of 1.76. Other influencing factors also increased willingness to buy, brand affinity and the willingness to share content, but proved to be significantly less decisive in the study. These included whether the content marketing evoked strong feelings in the recipients, opened up new opportunities for them or provided something to talk about.According to the study, marketing experts should follow six steps to create inspiring content.
1. beautiful design attracts users
Use a design that is fun for users and arouses their curiosity about the content.
2. knowledge is power
Offer content that users can learn from. Provide helpful tips. For example, show consumers how they can get the best out of their products.
3. be honest and convincing
Stimulate the imagination of your target group with interesting and convincing stories in easily digestible bites. Always remain honest and truthful.
4. show positive intentions
Make it clear that not everything revolves around your brand, but that it is primarily about the consumer.
5 No inspiration without trust
Be authentic. This is how you gain the trust of consumers. And as a result, consumers are three times more likely to share your content and have a positive opinion of your brand.
6. avoid heavy food
Make your content easy to digest, not just in terms of scope, but also in terms of content. The more entertaining your content is, the more likely users are to share it.
