THE RISE OF THE UNREADHOW TO STOP YOUR CONTENT GETTING BURIED

CONTENT MARKETING IS STILL ON THE RISE.

of companies planned to increase their content marketing budgets in 2016.

77%

BUT GUESS WHAT?It’s no good having fantastic content

if no-one ever sees it...

THE UNREAD (CONTENT) HAS RISEN AND IS STALKING THE INTERNET. That blog post/infographic/video you spent hours crafting (and getting signed off) is already buried under piles and piles of unread.

SO HOW DO YOU ESCAPE THE FATE OF

THE UNREAD?

GIVE PEOPLE CONTENT THAT IS TRULY AND TOTALLYUSEFUL. If the content is not useful customers will not engage with it.

Use employee generated content - content created using feedback from the customer service department on commonly asked questions - to generate highly relevant (and useful!) blog posts.

GIVE PEOPLE CONTENT THAT IS HIGHLYPERSONALISED.

No more ‘Dear [insert name]’ email sends and hope for the best.

Tap into the data and tailor your content accordingly.

WHY IS PERSONALISATION

SO IMPORTANT?

of customers find custom content useful

of customers feel more positively about a brand after reading custom content

90%

82%

What makes great content marketing?

New ways to grab the customer’s attention

High quality execution

Exploring new channels

Breaking the mould

Highlighting new facets of the brand

Successful content marketing displays 4 common hallmarks:

Multichannel

Multidiscipline

Intelligent

Authentic

Content does not exist in a single channel or as a single campaign.

The best campaigns feed off each other and encourage dialogue

They are eminently sharable and live on beyond an initial release

MULTICHANNEL

Content not the product of a single department

Many inputs e.g. Advertising, social, email automation, customer service

MULTIDISCIPLINE

Winning campaigns encourage sharing and interaction

Results in trackable, measurable data trail

Have a definitive goal in mind e.g. conversion

INTELLIGENT

Add value by harnessing customer groups and interests

Authenticity and legitimacy are crucial

AUTHENTIC

DATA-DRIVEN CONTENT MARKETING

IS THE FUTURE.If you want people to see and engage with your content, tailor it specifically

to them!

TAKEAWAYSContent marketing is increasingly dominant, but with so much content out there marketers run the risk of their work being lost in the crowd

It’s vital to provide content that is truly useful to the customer

Higher degrees of personalisation are also crucial to grabbing audience attention

Novelty and fresh approaches help to keep content relevant and compelling

Successful content marketing is multi-channel, multi-discipline, intelligent and authentic

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Stop your content getting buried and get ahead of the curve with this essential report:

The Future of Content Marketing Report

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THE FUTURE OF CONTENT MARKETING

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