Content Marketing: Delivering Interesting, Custom Content

balance your content

Content marketing is a popular topic these days. Everyone is looking for advice and best practices to implement in an effort to drive revenue. Is email marketing still the path to follow or do you mix it up with direct mail pieces? What about webinars, social media, blogs, ebooks, whitepapers and infographics?

Salesforce Marketing Cloud recently shared “50 Awesome Content Marketing Stats.” There are a few I’d like to share as I found them particularly interesting…

  • 32% of B2C marketers consider themselves effective at content marketing. (Content Marketing Institute)
  • 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council)
  • 78% of consumers believe that organizations providing custom content are interested in building good relationships. (TMG Custom Media)

There’s a lot of interesting data here. What I find most concerning is the majority of my peers do not consider themselves effective at content marketing. That probably explains why over 60% of companies outsource it. (Mashable)

Perhaps, as marketers, we’re putting ourselves under too much unnecessary pressure to deliver the “perfect” piece of custom content at the “perfect” time to the “perfect” customer? That sentence stresses me out just looking at it!

Here’s my point: there’s a solution here that can help take much of this pressure off the marketer and deliver results… Customer Lifecycle Marketing. Right On Interactive’s approach to lead scoring takes into consideration a potential or a current customer’s profile, level of engagement with your brand and their location within your customer lifecycle. This helps marketers make sure the right content is reaching the right audience.

Once marketers know who they are writing to, they can better create interesting, custom content with the purpose of driving engagement.