Content marketing is far from being an isolated way of disseminating information to Mauritian customers. Rather, it forms part of a whole digital marketing ecosystem where it plays an important role in generating relevant content at the right time to the right audience and within the right medium.
However, this is not how most top managers perceive the effectiveness of content marketing. In fact, there is a popular belief pertaining to the success of a content marketing campaign, where the more you produce the better it is.
While this perspective is true in some cases, the paradigm shift in today’s buyer behavior does not provide a proper environment for channel content over flooding techniques to be effective. The main reason is customers becoming selective in their choices. Marketers no longer have to solely think of quantity but also produce quality materials according to the targeted audience.
Before going in-depth with this article, let us define Content Marketing.
What is Content Marketing?
Content marketing is defined as a strategic marketing process to create and distribute valuable, relevant and consistent content to attract, acquire, engage and retain a well-defined audience.
Ultimately, the aim of content marketing is not only to satisfy clients’ need for information but also to meet three main organizational goals. These are
- Increased sales
- Cost savings
- Better customers who have more loyalty
Content can be presented in different formats that help your audience to engage and clearly understand your message. Among the top converting content marketing formats in Mauritius there are
- Blog Post
- White paper/Ebook
The main challenge for content marketers
Life of a content marketer is full of obstacles and eureka moments. The main challenge for content marketers is to create relevant content according to the targeted audience. Like Jason Miller, LinkedIn Content Marketing Manager, quoted “Content marketing is no longer a numbers game. It’s a game of relevance.”
— Inbound Mauritius (@InboundMru) 24 mai 2017
As such, content marketers are redefining their approach to provide memorable content to their audience while answering their question.
Why do we need customer centricity in Content Marketing?
There are several reasons behind adopting a customer centricity approach in content marketing. Here are some of the main points.
The ideal customer behavior has changed.
The surge of digital content published online every seconds changed the ideal customer’s behavior. For example, few years ago, not to say in the ancient time, customers used to go directly to the showrooms to find out about the best phone they could buy. They still do it but are more informed about the product they want to purchase.
Today, with website like weshare.mu or various Ast-VenD Facebook pages, customers have access to a larger amount of information that fuel their decision-making. Thus pushing brand to make sure content is actually available for the customers to consume and digest as positive buying decisions.
The power is not for the companies but in the customer’s hands.
The cross-channel distribution resulting from a mix of social media, mobile and cloud-based applications considerably changed how people consume content on the internet.
The power has now moved from companies to customers where much focus is laid on the comments, reviews and other ratings published about a particular product. These are enough reasons for companies to focus on creating relevant content that strengthen good relationship with the customers.
Customers are looking for value
Customers have problems of subjective importance degree. Content marketers should be able to identify these issues and provide solutions through effective and relevant content. Nowadays, marketers leverage on the power of digital analytics to understand what customers are looking for. This could range from a simple trending topics analysis to an in-depth overview of how website visitors are behaving towards the company’s website.
With these main points in mind, content marketers have enough reasons to focus on delivering content that matches the intent of their customers. The best way to know what your customers want, where and how they want it, is to engage them with your content in such a way that it is measurable.
So, how to create content that connects in 4 basic steps?
Creating customer centric content will eventually lead to your customer loving your brand. The main reason is because they can identify themselves with the content they are consuming at the right time, place and type.
Here are four basic steps to get started.
- Analyse your different channels and customers’ behavior
- Segment your customers
- Create content that matches each segment intent
- Measure and iterate
Let’s have more details about these.
Step 1: Analyse your different channels and customers’ behavior.
The forte of any marketing strategy today is the ability to focus on analysing big data to find out what exactly customers are looking for and how they are interacting with any content.
To begin with creating customer centric content, it is important to analyse the different marketing channels. Through effective online tracking, marketers are able to identify the hotspots on a website and eventually optimise it for better conversion.
There are various tools available online to analyse your channels. Here are some quick suggestions from our side.
- Web Analytics: Google Analytics, Hotjar and comScore
- Social Analytics: Facebook Insights, Buffer and Hootsuite
More than ever, customers’ behavior is closely linked to the quality of content that is consumed, how it is presented, when is it published and what actions does the marketers want to trigger out of it.
Just for info, according to the result of the Online Personal Experience study from Janrain, it was pointed out that 74% of consumers get frustrated with websites when content that appears has nothing to do with their interests.
Channels inspection helps in effectively analysing the different components of your digital ecosystem and see whether these matches the customers’ intent. On the other side, getting an idea of your customers’ behavior and interaction with your medium helps you
- Create content that connects by
- Classifying your customers in segments.
Step 2: Segmenting your customers
Now that you have a clear idea of your customers’ behavior and how your different channels are performing, time to do some segmentation. Segmentation helps your content to go to the right audience, at the right time and in the right format.
As a marketer, the easiest way to begin your segmentation is to effectively understand your marketing funnel and classify your customers according to two main aspects.
- What stage are they in the marketing funnel
- Where do they come from i.e. their traffic source.
Fortunately, segmentation can go even deeper-in some cases. Here are some examples.
This may consists of customers tiers such as logged in, repetitive and first time visitors.
Based on different triggers available on your website, you may segment customers who actually took action on your website.
These are customers who purchase your products or services several times. They can be considered as high-end customers or eventually advocates.
Customers coming from different sources have different user behavior towards your content. For example, mobile users interact in a different way to content as compared to desktop ones.
Personal Data (Gender, Age, Income, etc)
These data are useful when it comes to create content for a particular audience. Concretely speaking, people from 20-30 age group will react different to an 40-50 age group audience.
Step 3: Creating content for each segments
Creating content that matches the intent and the respective segment of your audience is a must in customer centric marketing. Based on your customer’s intent and stage in your defined marketing funnel, create content that will provide them a solution to their quest of answers.
Below is the top performing content format based on a generic customer position in the marketing funnel.
Few things that you need to keep in mind while undergoing this process:
- The initial intent of your customers.
- The traffic source.
- Your end objectives.
- The clear understanding level of your customers.
- The type of content format and its position in the content marketing spectrum i.e. owned, paid, earned and shared media.
Step 4: Measure and iterate
Any marketing strategy requires a continuous monitoring. Measurement is now a must for Mauritian companies considering the amount of online transactions happening daily supported by increase in connectivity.
With more people online, this gives the Mauritian digital marketers the impetus to constantly improve the content consumed.
Customer Centricity in Content Marketing is a MUST!
Yes, customer centricity is definitely a must. Gone are the days where Mauritian marketers could promote to the masses. Mauritius being a multicultural country, we need to start thinking of the immense opportunity to deliver personalized services and products as ways to create loyalty to brands. In this blog post, we outlined the basic steps to adopt customer centricity in content marketing within the Mauritian context.
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