Content Marketing Round-up – Providing Value Edition
Oct 9, 2015
The most recent round-up focused on the role of emotion in User Experience and how to direct the creative plan. Today’s articles center around the idea of value – how to provide value for your target audience, and how to get the most value out of your analytics.
Check out our takes on the articles we’ve been reading this week:
The Content-Strategy Conundrum: When, What and How to Generate Demand – It’s not just knowing the type of content to use. The when to use it, where to place it and how to use it are just as critical. Author Carlos Hidalgo points to the stat that, “less than 30 percent of organizations whose content was examined aligned it to the various stages of the buyer’s journey.” So how can marketers ensure we use the right content for all specific purposes?
Our take: Overall, Hidalgo completely hits the nail on the head in this article. Too many brands think they are providing adequate “content marketing” simply because they are putting generic assets out into the marketplace. To put it simply, “that’s not how this works…that’s not how any of this works.”
In order for a brand’s content to be effective, it must align directly to the needs of the audience…not necessarily the wants of the brand. More specifically, it must align to the needs of the audience WHEN and WHERE they require it. It also MUST provide VALUE. Content can no longer simply be about what the brand WANTS to push onto the client. Rather, brands should focus on producing what is most helpful to the client at pivotal points in the buyer’s journey.
Meg Crawford, Content Strategist
Think-First: A No-Nonsense Approach – This interview with author Joe Natoli dives into his simple approach to creating user experience and products that make customers happy. By putting people and their needs first, you can uncover the UX tactics that meet these business goals while still providing value to the user.
Our take: I love that the blog address the “sweet spots.” Users don’t like to have to think. The longer they have to think about where to go or what to do, the less enjoyable their experience is.
This is why it’s so important to prioritize and cull content down to what’s the most relevant for the user’s needs and business impact.
Jillian Cairco, Junior UX Designer
Why You Need To Make Video Part Of Your Marketing Automation Strategy – Video says a lot about customers, so author Michael Litt says it’s an essential part of marketing automation. By analyzing a persons’ engagement with the video, what they’ve viewed, what parts they skipped, if they re-watched, etc., marketers are provided with powerful insights about their audiences.
Our take: Web analytics platforms like Google Analytics can’t (by default) distinguish between a visitor that views a video embedded in a page, and a visitor that never hits play. Custom event tracking must be set up to collect video engagement data from embedded YouTube videos. Similarly, most marketing automation platforms are integrated with specialized video players (Vidyard, Brightcove, Wistia) that can provide this video engagement data on a per-lead basis for your known leads/customers.
Rob Gurley, Content Strategist/Technologist