Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct
Keeping good data records is it seems, important for all parts of life (even father Christmas keeps a list). Yet, according to a CMI study, 40 percent of those businesses surveyed who stated they did not keep adequate records of past content marketing, experienced quite poor results. Whereas 53 percent of marketing managers who state their content marketing was very effective actually kept good documents recording previous campaigns. Keeping good records of your content marketing strategy will also help marketing managers justify their work and communication plans.
A brand requires brand marketing and brand marketing relies heavily on credibility. Consumers are receiving thousands of marketing messages daily from other brands competing with yours. Therefore, if your content marketing lacks credibility, seems insincere or out-of-touch with your target audience, then consumers will not have faith in your brand. To have credible content marketing, your SMM should have fresh messages that are unique and address a real concern your target audience might have. Messaging should carry brand imagery to reinforce brand association and show you understand the needs your target audience has for your product or service.
Where you communicate is also an important factor in implementing an effective content marketing strategy. This is called a distribution channel or media channel. Again, good record keeping is vital to assess different media used, times of use, content trialled, response rates etc. Without finding the right media to distribute your message, even the best content will fail in delivering ROI. YouCom Direct are specialists in local search via business directory sites because we have good record keeping analysing each campaign for ROI. But also, because we have many local directories that deliver fresh content via media channels that work best for your brand and store location.
With the right network of local sites and page authority backlinks in place; With the right record keeping and reporting ready to analyse results; With credibility established via planned content along brand guidelines; It then comes down to how relevant the content is for your ‘local’ audience. Many brands forget that whilst the target audience can be classified by demographics and social-economic grouping, consumers vary greatly by location. Two ABC1 25yr old females, one in Bow, East London and one in Middlesbrough, will not respond the same way to your message. The content of your business listing must therefore meet the needs of your ‘local’ audience.
Good content marketing won’t happen overnight. But you can make measurable improvements if you ensure your agency is keeping good records of what content works and doesn’t work, if you ensure you have fresh content relevant to ‘localised’ catchment areas and if you adjust marketing budgets to fund the media channels that deliver greater ROI while withdrawing funds from underperforming media. No local business listing campaign should have the same content for all stores. Email us to discuss further.
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Glossary: CMI – Content Marketing Institute SMM – Social Media Marketing ROI – Return on Investment
Required reference: YouCom Direct News Article, Dec 2017, London, Content Marketing.