Content marketing is dead. Meet: performance marketing performance
In times of crisis and the rapid tightening of budget nuts in Digital, most of the money is allocated towards understandable and predictable tools, such as marketing performance, when the brand clearly understands that for each invested ruble it has a very specific sales funnel.
But can content marketing be an anti-crisis strategy for a brand and, most importantly, how to make it transparent in terms of results? This was told today by the managing partner of WelkerMedia in Russia, previously the commercial director of YouScan, Maria Izmailova.
Why content marketing will play a key role in a crisis
Building relationships with a client, intellectual leadership, a significant increase in the life cycle of a client and a decrease in Churn are all great, especially if you export your goods or enter new markets. This plays a particularly important role if you are the next information product, which, in essence, is no different from hundreds of analogues.
A simple example is the Buffer service, which managed to rebuild themselves from dozens of other thoughtless “postings” on social networks, simply because they showed the market: “Friends, we are much smarter than the rest and we can be trusted,” creating one of the leading blogs about Social Media Marketing and having made over 150 external publications within 9 months.
But the main thing in content marketing is not only that. But the fact is that if your marketing department has hands growing from the right place, then the content has no analogues in terms of sales potential and the ability to give leads, where there are almost no budgets.
Based on Hubspot research, leads earned through content channels are 61% cheaper on average than what you can squeeze out of ads. But the most important thing is that these leads have a higher level of quality, are more likely to buy your goods and bring you more money during their life cycle.
As a result, it would seem that content marketing is just a dream and the future of marketing, when already more than 82% of people ignore advertising and prefer independent search for products using organic channels.
Content Marketing Issues
But this is bad luck. All this is just statistics. In fact, only 32% of marketers are truly satisfied with the results of their content marketing. And we are talking about North America, while in Russia the situation is even sadder.
There are 3 main reasons for this:
lack of an adequate understanding of the essence of content marketing among company representatives;
lack of proper competencies among employees (for example, in Russia many copywriters still put an equal sign between articles and content marketing, when, God forbid, this is 1/10 of all tools);
significant fluctuations (fluctuations) and low transparency of content marketing in its current form, especially in the case of the Russian market, where everything is done by hand without proper automation.
And if the first two points can and should be fought, the third problem until today has remained a kind of stumbling block, because those who at least once engaged in content marketing know that even the best content strategy gives results with a very wide range of values.
Compounding the situation is the fact that content marketing is always a very long-term method.
For example, in our practice, reaching the projected KPIs in the USA can reach 2 years. In Europe – 1.5 years. In Russia – 8-10 months.
Are you ready to wait a year to understand that your blogging is not working, and your YouTube videos are entertaining but not selling?
How content marketing goes into performance
Content performance marketing begins when not your former copywriters, but people from the business who are used to seeing a specific exhaust for each invested ruble begin to manage your department. At the same time, excuses in the spirit: “Our coverage is growing! We already have 50,000 email subscribers ”no longer work.
If they like and subscribe, but don’t buy, it means they don’t really like it.
Therefore, the goal of a performance in content marketing is a logical transition to highly targeted, scalable and transparent content marketing, where you can manage your results with fairly high accuracy and see a picture of key metrics:
lead cost (CAC);
Conversion of leads to clients (Conversion);
customer life cycle (LTV);
payback cycle and planned KPI.
Why there will never be a “complete performance” in content marketing
I immediately want to note 3 important points:
Performance in content marketing is not a magic tablet and not an all-in-one super platform. Neither NewsCred, nor Contently, nor Skyword, nor any other even fully customized platform will give you a complete picture and a fully measurable process. It is always a complex of methods, tools and the right staff.
Even by optimizing each of the stages of the process, we only reduce the uncertainty and scatter of the results. But we can’t fully predict them completely. But, say, this will help reduce the spread of values to 25-30%.