09 Aug How to create and measure effective mobile content
Digital marketing leader and BrightEdge CEO, Jim Yu, offers advice on how to create content that drives business growth.
Last year, marketers spent tens of billions of dollars creating digital marketing content, but few were able to say with confidence what worked, and why. Thinkwithgoogle.com asked Jim Yu, CEO and Founder of BrightEdge—a leading provider of cloud-based Enterprise SEO and Content Performance Management solutions—to talk about how he helps clients create and measure effective content for micro-moments.
Q: How do successful marketers develop valuable content?
Jim Yu: When it comes to building effective content, a big difference between successful and unsuccessful marketers is knowing what your customers are looking for. What’s the purpose of the content? Do you have a data-driven way to identify customer demand for content? Are you prioritising and justifying content investments based on this data?
Many marketers create content based on what they think is interesting rather than building content to meet a specific, quantified customer need. This can translate into a lot of unhelpful content. Our BrightEdge study shows that, for B2C (Business to Consumer) companies, only about 20 percent of the content created drives engagement. In B2B (Business to Business) it’s higher at 50% (there’s less content and it’s more targeted), but this still means that half of the content generated is not driving engagement.
In industries where little of the content garners audience attention, marketers should take a step back and identify who precisely they want to reach, and why. Defining the ‘why this, why now’ for each piece of content may help you find more success. Being as relevant as possible across the consumer journey helps drive interactions.
Q: What are your top takeaways for marketers wanting to create successful content?
Jim Yu: First, leverage a data-first approach to creating content that drives performance. Understand your audiences, use data to identify demand, and then optimise content—test and tune. Don’t give in to the inside-out approach where an internal branding calendar drives your content.
Second, map your customer journey to identify key micro-moments that support your top products and customers, assist conversions and build the highest lifetime value. That kind of mapping exercise is incredibly powerful. Leaders in measurement understand and own their customer journey to bring the micro-moments together.
Finally, build internal success stories to showcase how using data can drive success in micro-moments. Then use these stories to encourage an organizational shift toward data-driven decisions around these integrated customer journeys.
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