Content marketing: five ways to deliver customer engagement

Marketing today is almost completely data-driven, meaning that when it comes to content marketing, measurement of open rates, click-through statistics and website page visits data is seen as critical to marketing performance indicators.

These statistical indicators are key to delivering marketing success, but can however also create distractions, moving the focal point away from your original marketing message and emotional prospect and customer engagement to one of pure data analysis.

And while we at Novacom live for data-driven performance statistics - we're even ISO 9001 certified and only one of a small handful of EU agencies holding ISO 27001 - we believe strategic content marketing is what engages and builds loyalty in customers, not data.

So, here are five basic strategic elements for content marketing that will help deliver customer attention, engagement and long-term loyalty.

Research and differentiation

Effective marketing is about taking care of the basics. And the start-point has to be knowing your target marketplace, understanding buyer personas and positioning and differentiating your products or services in a way that makes them visible.

Within this, and through focused market research, you will know what your target buyer is looking for and if, using this information, you start to reflect and communicate this in your marketing content across appropriate channels, you will begin to set yourself apart from the crowd.

Value proposition and increased visibility

This differentiation will increase your visibility, but this visibility needs to be backed by a solid value proposition, meaning using your market research and analysing buyer personas and their needs, you can channel content on multiple and highly specific customer demands.

Continually communicating these multiple and known value propositions and targeting these strategically across appropriate communications channels will build a growing prospect and customer awareness of your proposition, ensuring engagement as the sales journey progresses.

Engagement and the sales journey

Careful and detailed data analysis will help you and your digital marketing agency to stay on track in optimising engagement as you will know how your marketing content is impacting on prospect and customer behaviour.

At this point in the marketing journey, the research done initially, your close understanding of your prospect and customer behaviour and your continued drive for engagement will now have created clear target audience interactivity.

This interactivity will be as close to a human conversation as it is possible to get in the digital space.

Conversion and building on success

If your analytical data has been properly managed throughout the journey, it will have been pretty clear for you to see who among your prospects and existing customers was likely to buy from you as the journey progressed.

This ability to (albeit causally) predict these outcomes will be a clear indication of the quality of your initial work in research, buyer persona development, and the resultant communications strategy driving the campaign.

This means that on an intuitive level you had the communications right. However, the quality of this work will also be informed by the conversion rate performance which tells you that the overall strategy was also right.

Loyalty building

But this is not the end of the road. These customers are valuable assets, and as such should be nurtured for subsequent sales, building brand loyalty by feeding them intelligent and useful information between sales events.

Modern marketing is all about relationship building through the thoughtful delivery of helpful information - content - designed to guide prospects and customers in your sphere of interest.

If you do this, you are creating emotional, loyal bonds with your audience, rather than treating them as cold, hard targets. And while statistical data is key in measuring marketing performance, it is only an analytical tool, not an end in itself: it’s content that delivers customers.