marketing throws a wrench in the traditional art of selling a
product. Instead of forcing the product in the face of the consumer, content
marketing is a strategy that allows the consumer to find the information
organically. Through article
writing and creative copywriting, businesses
are able to communicate with their audience without being too salesy. This
strategy of providing information is called non-interruption marketing.
Why is this effective? Well, organisations that provide educational
content will earn the trust of the consumer. If you consistently deliver valuable
information, the consuming audience are more likely to reward you with their
Creating good content and eye-catching copy is essential for success. Every
aspect of what the consumer is absorbing, even the titles, must relay the
benefits of your products or services. The content should use methods that
influence human behaviour – for example, social proofing articles, citing expert
testimonials and providing research are all great ways to make the consumer
trust the information youre providing.
Once loyalty to the company is established, providing outlets for the
consumer to be proactive with the information (requesting more information or
sharing on social media) creates more opportunities for an audience to grow.
There are many metrics and tools that provide tangible evidence that
content marketing is working. The most beneficial is through social media.
Networks like Facebook, Google+ and Twitter let you see how people are engaging
with a piece of content. This also allows you gauge how the content is being
received – the more it is shared, the larger your reach.
The conversion rate is also a great metric – it will count the number of
people who downloaded any available content. This rate can also identify
problems with your page or content piece. If you find it challenging
communicating the value of your product, looking at the conversion rate can provide
valuable solutions. Conversion rate is one of the truest indicators of your
Another tool to gauge success is the inbound link. These provide a good
idea of the value of your posts, based on the attention you receive from other
websites. If a certain type of content has received attracted many backlinks,
you can be sure that the public favours this type of content. Information like
this is valuable when determining future content.