Why Should You Give More Importance To Content Marketing?
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If you think of this as an ideal world, people browsing the internet would organically come across your site and the content due to the efforts made by you for the purpose of search engine optimisation, read every line on your site carefully and then buy enough products from your site, giving you handsome profits. No matter how pleasing this sounds, this is not how content marketing works.
Though content marketing doesn't work in an ideal marketing environment, it allows remarketing of your audiences in the market, based on your site traffic. This has proved to be one of the most effective techniques for increasing your rates of conversion. One of the best things about remarketing is the fact that you can create custom audience segments which are based on any criteria that virtually matters to you. When it comes to your content, behavioural signifiers can prove to be extremely valuable, especially if you are segmenting your database on the basis of your intent or conversion funnel stage. Creating a remarketing list by the means of data analytics from your content is more or less the same as using various other data sets for creating remarketing lists. It is obvious that you'll need to decide upon the segment you need to create, be it Facebook, PPC, Google, Display Network etc, because this will affect the kind of tracking cookies you will be using for the same. It is also worth noticing that in majority of instances, the Google Analytics tracking code is more versatile as compared to the AdWords tracking code. This is because the Analytics code can include visitor behaviours, but the AdWords code can't. However, after this, you will be free to dive into your data and the remaining process would not be so different than the workflow that you are familiar with. Although you choose to create your lists, always be sure to pay attention to your tracking parameters and frequency caps. Also, be aware of the fact that there are certain industries that also benefit from much longer frequency gaps. This is content market is extremely important as you can segment your content and target the visitors who have been regulars. If you offer the same type of content for every single customer, you would lose the essence of consumer loyalty. Instead, make sure that the customers who are regular visitors get a little better treatment than others, and use catchy and persuasive content to help you with it. Also, content marketing can wake up the dormant customers with incentives like offers that are 'just for them'.
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