The Path
Content
The use of content marketing has become more important as consumers demand focused communication relevant to their purchasing behaviours. Ultimately, connecting with a well-defined audience and having a strategic marketing plan is valuable in acquiring and retaining audiences that will ensure positive profitable action.
Content marketing is making marketers rethink their go-to-market strategy. This relationship is key in getting their products or services into the hands of the right consumers. The secret with content is to keep it clear, concise and consistent. The strategy in delivering content needs to evolve as consumers’ habits change based on their immediate and future requirements.
Channel
Once content is defined by product or service offerings, using the right channel for distribution is pivotal. Focusing on the brand experience and what will have the most impact, ensures which audience should receive the message. Reviewing the results from each distribution channel provides key behavioral data for content refinement and re-targeting.
Connect
While conversions measure the effectiveness of a marketing campaign, connecting with your audience needs to happen first. To establish a link with your audience, the marketing communication should engage the consumer to take action to be intrigued to click or read on. Relationship marketing allows you to connect with your audience to build loyalty, long-lasting brand preference and strong consumer connections. Improving customer interactions is an evolving process, by tracking when, where and how consumers interact with your brand. This provides great information for current and future audiences.