Gone are the days, where customers went to the store to buy. It’s a well-accepted fact that “Content is King” where visitors read, decide and later buy. Content marketing is one of the most successful demand generation techniques in the world. But does Content marketing provide the desired ROI?
Recognize your customers and know where you are making your investments
The current global diversification has lead marketers around the world worried. While a social blogger speaks his heart out, whereas a recruitment website visitors looks for a complete different information. Based on these changing facts, the simple customer graduation has become obsolete and a unique breed of buyer interests is also emerging.
Specific Targets: Today, the online demand generation works hard towards specificity. If there are 7 billion people on this planet, there are more than 80% of the individuals with virtual identities. This doesn’t necessarily mean that each person needs a particular conversion path. Just like the real world scenario, there are buyer trends here as well. When there are targets on the smaller groups, there is need for increased investment, promotion and behavioural analysis that require equal attention.
Attention Boost: One must understand that the readers of the specific content are not loyal in the virtual media. Once after the initial impression is done, there is need for further investments. You must remember that, reinforced impression stays in the prospects mind for long and finally bring in returns.
Eggs in all Baskets: It’s not an easy task to satisfy all your targets from a single marketing campaign. You have to venture your demand generation campaigns everywhere, and across small communities. Since all your targets are scattered across, you are left with very few options, such as:
- Social Media
- Home Website
- Email Campaigns
- Third Party Links