• 90% of B2B Marketers utilize content marketing in some form, whether they realize it or not.
• 60% of B2B Marketers plan to increase spend on Content Marketing in the next 12 months.
Source: Content Marketing Institute
Content has transformed radically and contemporary tactics are being adopted such as presenting data visually, curating content for brand value and creating content strategies beyond writing. Here are 5 reasons why content automation may not be such a good idea:
- Lack of Originality – Content that is auto generated is not a masterpiece. It’s not original as it has been either borrowed or generated. This approach of not customizing content for your audience could create a widening disconnect between your brand and customers.
- Lack of Relevancy – With inundation of information online, relevancy has become the most important aspect that keeps a reader engaged. The audience is smart, powerful and openly rejects messaging that is generic. Lack of relevancy will only be detrimental in terms of brand association.
- Lack of Credibility – Trust is another factor that plays an important role in influencing prospects’ decisions. If they are aware that a bot is communicating with them, not much person-to-person trust is developed and a relationship that needs to be nurtured doesn't materialize.
- Lack of Brand Voice – By assigning bots to do the writing, the essence of the brand is not carried through. While programs and machines can generate content, they cannot provide sensitive flavor of the brand. That’s something only a human can do.
- Lack of Freshness – Auto generated content is after all borrowed or stolen. It may be new content being generated, but it definitely isn't fresh. To hear something different, to learn something new, to explore new perspectives and find new opportunities is always exciting and keeping it fresh always helps in strengthening your brand recall.
Content has the power to drive business growth, and emphasis needs to be on customization, relevance and translation to insightful business intelligence. Quality should be the baseline on which your company’s content marketing effectiveness needs to be gauged.
You can utilize metrics through the ‘4V’ Approach to measure effectiveness:
- Volume - Number of clicks, impressions, registrations, deals, SQLs, MQLs
- Velocity - Rate of conversion of each unit to the next level
- Value - Value of revenue and pipeline
- Viscosity - Measurement of obstacles that prevent lead conversion from one stage to another
Whatever the tactic, are your case studies, white papers, articles, microsites, newsletters and blogs engaging enough?
‘Content is the new black’
Like to know how your content can be more interactive?
Allow us conceptualize how your business presence can be leveraged through content.
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