Outcome based content marketing
Content marketing is the most effective way to gain audience attention. It is widely used in digital marketing by enterprises and agencies across the world. If it is an outcome based content marketing, then it will be the best suited. It covers end to end marketing process with desired outcomes. Majority of the marketing campaigns are activity based & operational transaction based. Outcome based content marketing are connected with number driven goals related to the organizational strategies. It focuses on providing prospects and customers with valuable and relevant information about a company’s products and services, thereby attracting and retaining the customers.
Content marketing aims to bring about
- Sales growth & Market share
- Life Time Value of the customer
- Brand image
- Customer loyalty
Example: Almost three-fourths of the UK adult demographic is subject to content marketing, which nowadays constitutes over 20% of marketing budgets. Majority of the companies are focusing activity based & operational & less outcome based.
B2B marketing firms often make the mistake in doing activity based and operational, showing impressions, likes, comments and hits. They also often ignore existing customers in hopes of increasing sales and procuring new ones. Some companies walk their clients through their processes to build trust and brand loyalty. By investing time and offering valuable insight to your loyalty loop (current customers), you become a trusted partner responsible for your clients achieving long-term goals.
Since the objectives of activity based and operational based is maximum reach out, it finally focus on about advertising about your products and services. In fact, marketers tend to make the mistake of badgering clients with ads all the time, resulting in them droning out your content, or even blocking them.
Consider this Vue entertainment case study, where CMA’s work caused a 46% rise in visibility of the company, resulting in an 8000-point gap between Vue and its most prominent UK competitor. They did so by tackling one of their major challenges: lack of significant SEO work, in comparison with its competitors. They addressed this by organizing search results, depending on the location, and the latest movies’ terminologies.
Outcome based content marketing focus on strategic goals on the enterprise levels and the content strategy is for the enterprise, which has a positive effect on them.
Contemporary technological developments allow innumerable ways to deliver content to customers. Recent statistics show an increasing trend towards visual media like pictures and videos, or social media pages, relevant internet searches, and infographics. 33% of a Hubspot survey respondents said they browse the internet on their smartphones, and access content on a mobile OS. Consequently, companies now notify customers about content through mobile/text notifications. Note the importance of tailoring content in accordance with the region. Content that attracts customers in the US may not be as effective in Europe.
The future of Outcome based content marketing and its ability to be the upper hand over rival enterprises depends largely on the ability to create and diversify content appropriately across several mediums, online or offline.