Effective Content Marketing

All marketing is essentially content marketing. Currently, most organizations are conducting business online, which is why this article focuses on how content marketing leverages consumer trends in the virtual space. A major part of digital marketing is social media marketing and contributes to a significant portion of its revenue. Content marketing is defined as “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.” Since social media marketing is primarily content-driven, content marketing has become pivotal in reaching the right audience with engaging content. Content marketing software is a useful tool in a company’s efforts to outline and optimize the content that users or buyers process. It can be beneficial for creating, storing, managing, and releasing content, and, above all, it can help quantify the efficiency of the said content. 

The software has witnessed exponential industry-wide adoption, notably by leading companies likeOracle, Adobe, and Salesforce, in the past decade, with the increasing predominance of social media in consumers’ lives. Other companies that utilize the software are BloomReach, Ahalogy, Pixlee,Contently, Flite, BrightInfo, Percussion Software, Curata, DivvyHQ, Brandle,Ebyline, Expion, InboundWriter, inPowered, Kapost, Kentico Software, Kontera, Livefyre, LookBookHQ,  Linqia, Mass Relevance, MovableMedia, NewsCred, Rallyversen,ReadyPulse, OneSpot X,PaperShare, Percolate, SimpleReach, Relate, Outbrain, RebelMouse, TripleLift, Repost, Skyword, Springpad, Stipple, Studio One, Storify, Trapit, SqueezeCMM, SnapApp, SocialWhirled, SocialFlow, Scoop.it, Scripted,  TapInfluence, Thismoment, and Visual.ly. According to Reports and Data, the Global Content Marketing Software Market was valued at USD 4.18 Billion in 2018 and is expected to reach the valuation of USD 15.66 Billion, registering a CAGR of around 17.9% by the end of 2026. 

Since content marketing targets consumers in an end-to-end process, social media marketing has become a key part of this b2c approach due to how easily it can provide personalized user experience without being too heavy on the company’s pockets. Think of content marketing as shooting several darts in the direction of the dartboard. Now, content marketing software may or may not take those darts closer to the bullseye, but it can surely help you throw fewer darts that would land closer to it, somewhere in the bull. It would increase consumer engagement, thereby accomplishing its purpose because content marketing is largely consumer-focused. As a marketer, knowing what your consumers want is half the work (sometimes, all the work). These tools can help a marketer reach different goals with a significantly lesser investment of both time and money.

The software can simplify the process of pushing content on various platforms and allow you to push approved content directly to websites, blogs, third-party pages, and landing pages on social media platforms, among others. It can also integrate the content with systems like market automation and WCM systems or sales force automation (SFA), through which the content is pushed in emails, websites, and other pages. Now, suppose you have time-sensitive content, there are tools that put a date when it will be terminated and would no longer be accessible for consumers. The tools can also help you put it on a refresh cycle, a sort of alert for content creators to update the content or remove it. As mentioned earlier, another major benefit of the software is that it can help quantify the efficacy of the content. These advanced tools can help you evaluate the reception of your content by looking at downloads, interations, clicks, shares, and promotion, among other such determinants. There are other tools that can enable you to take a more buyer-focused approach to market your products and services by employing web analytics, for example, cookies, to track consumer preferences and trends. These tools can be useful in making your content more engaging for targeted consumers by analyzing data collected from different platforms.

Essentially, content marketing software helps companies organize and manage their upstream marketing techniques right from briefing and planning to creating and collaborating, until approval. It aids enterprises in finding solutions for some of the most challenging issues of coordination and governance in order to ensure that the content has the intended effect, with higher efficiency of the entire process and lower legal risks. The software persuades end-users to create more personalized content in a time-effective manner. In creating a robust brand image, loyalty, and recognition, especially in such a consumer-driven landscape, consumer experience holds a critical position. For instance, consumers belonging to Gen Z and Millenials are skeptical and more informed about the products they are buying, but it also makes it easier for them to become loyal to a particular product or service that is marketed optimally for them. The “frequently bought together” or the “you may also like” section took shape in this era, which is also a result of the evalution of user data collected through different platforms. Content marketing is focused on predicting and accommodating the consumer’s need for data, products, or services, rather than the traditional model of marketing existing products and services.

Since the onset of the coronavirus pandemic, the entire world has been forced to resort to social media for virtually everything. The business landscape has witnessed companies making a dramatic switch from being omnichannel to becoming multichannel to survive during these times. Sunil Menon, Senior Director,Product Marketing, Adobe, said in a blog about the changing work scenario, “this is the new normal, and these habits we are all forming right now in a work-from-home environment won’t just disappear after COVID-19 dissipates.” It indicates not only a change in consumers’ professional lives, but also life as a whole. This change would bring a massive shift in how consumers buy products, which may help marketers focus their attempts on the virtual space with fresh and innovative products. However, as other businesses that lacked a virtual presence previously have also moved to the online marketplace, they may face fierce competition from these newer entrants.