Content Marketing- A New Approach Of Online Marketing

1. Content Marketing- A New Approach Of Online Marketing

2. 1. Who is viewing my content? Marketers are accustomed to being able to target and measure their advertisements based on interests, demographics, psychographic and in-market intent data, using all forms of digital media platforms going back to the pre-internet age with TV and radio. Why should they have to settle for less when it comes to seeing who is viewing their content online?

3. 2. What types of content is my audience engaging with? Is content about my products’ features and functionality or general content about my industry resonating better with my audience? This means figuring out which topics are most popular and which different forms of content (video/image) are the most appropriate fit for campaign goals.

4. 3. When and for how long are they viewing it? Is my audience a fly-by-night bunch of carpet baggers or are they deeply engaging with my content and intending to buy my product in the near future? Metrics relevant here include average time spent viewing, which can be measured by session length.

5. 4. Where is my audience viewing it from? Where in the world is my audience engaging with my content the most? Does this match my ideal market for my goods and services where my advertising dollars are being spent? Are they viewing my content on third party websites or on my own site?

6. 5. Why are they viewing it? The most meaningful metrics are those that tell you something you wouldn’t have otherwise known and communicate an insight that was previously hidden to the naked eye. Intent is one of the most difficult metrics to quantify directly, but can be estimated based on other signals. Those include, but are not limited to things like “traffic source – did they read it by clicking through on a friends facebook link” and “organic search – was the content arrived at from an informational query through google like ‘how to tie a tie?’”. Understanding the intent behind a view is an important piece of measuring the content’s performance.

7. 6. How much is my content really worth (in dollars and cents)? The million dollar question in content marketing. Attempting to answer it directly is going to be highly dependent on a multitude of factors, like your industry, benchmarks and lifetime value of a customer to your business. At the end of the day however, arriving at a value for your content in dollars and cents is the missing piece of the puzzle. Once comprehensively answered, we can try and settle the debate over content marketing and its value to brands.

8. Contact US TECHNO INFONET FF-107, Abhishree Adroit, Nr. Swaminarayan Mandir, Mansi Circle, Vastrapur, Ahmedabad - 380015 Gujarat, India. T. +91 79 40307527 sales@technoinfonet.com http://www.technoinfonet.com