Content marketing does not know the crisis. We can tell you because it is our daily bread. But still it is necessary to do it well … Many are the marks disappointed by all these efforts which do not produce the expected returns. Why?
Content marketing in front of behavioral changes
The hyper connectivity of your prospects and customers, due, among other things, to the growing use of Smartphone’s and tablets, has radically transformed their purchasing journey and the way they organize and document their decision-making process.
The phenomenon ROPO (research online, purchase offline) demonstrates that a large part of this decision-making process involves consultation, comparison, aggregation and sharing of content online … But it is still necessary that these contents are useful and current.
And this is often the rub, reducing the value of editorial efforts. We produce content, yes. Sometimes this content is SEO-optimized, that’s right. But for what purpose, for which target?
Relevance and immediacy: two new competitiveness criteria
Brands are beginning to understand that their competitive advantage also depends on their ability to interact here and now with their prospects and customers, either to arouse their interest via entertaining content or to push their offer that best fits their profile, navigation route, queries, products viewed, etc.
Hic et nunc … The word is dropped … The real time has become a critical component in the qualification of the decision stages of our targets. It’s not just about context and communication – interaction space. But also, especially, time: the challenge is to determine the best incentive / the best offer on the best channel at the best time…
Thus was born the real-time marketing, which is to interact in real time with your prospects and your customers.
The marketing content in real time, it exists?
Yes it exists. Because real time marketing has two purposes:
- Broadcast messages in real time (notoriety)
- Submit offers in real time (conversion)
Content marketing therefore supports this trend of immediate relevance in the first place. Since it is a question of planning and scripting good marketing communication by combining marketing objectives (notoriety and / or conversion), decision-making paths, and learning models. With, of course, scrupulous work on the data.
Concretely, the editorial work in the scripting of a campaign of revival by e-mail, for example, contributes a lot to its success. We are not far from real time if we register this campaign in an omnichannel logic.
In editorial animation too, real time content marketing has a future: witness the very popular editorial phenomena in 2014: newsjacking and native intelligent advertising, or live blogging. These three formats will be studied in our next editions of this journal.