By From simple to a more sophisticated strategy for content by collaborating with Azeem on the Whiteboard Thursday episode. Expand your content strategy by generating the appropriate content for your target audience at the right moment.
examples of instances where marketers are measuring wrong
I’m going to kick with a big statement for a bald man. I think marketers make the wrong measurement, and I’ll provide you with three examples.
When you’re evaluating the brand’s awareness, for instance there are plenty of factors can be measured like downloads and referrals, traffic and mentions. If you are looking at engagement as a primary KPI that you’ll look at factors like hyperlinks, likes, comments or shares, retweets and retweets everything else. For lead generation the most common metrics are MQL, SQL, subscriptions and call-backs. This is three quick examples of why I believe we make the wrong measurement.
Create a more advanced content strategy
In terms of our users, I believe we have a good idea of the things they want however, we don’t know what they are looking for and I truly believe it is the case that we’re in a place today where hitting and hoping using only written content won’t do anymore. I believe the internet is changing. Therefore, I’m going to provide you with a brief method to improve your content strategy from the basic to possibly more sophisticated which starts with this.
I believe that a majority of marketers fall into the fundamental section. This is the place where you’ve got a specific topic, or topic like I’ve mentioned and it is the basis for your other content. For instance, if you’re talking about trees, say you could include trees as a subject and that could be the foundation to create a framework and develop a new the topic around trees, for the next step.
That’s fine. I’m sure many marketers are. A better approach would be studying UA and universal analytics, or multi-channel funnels. It’s about understanding the best practices and then creating more of it based on where your target audience is at the point of purchase. The more advanced version of GA4 could be to consider GA4 and separating those five top markets in the order I’ve laid out knowing how they function using a data-driven attribution model and creating the best content for your audience at the right moment which is the holy grail of what we’re striving to achieve.
How can you use this information
Here are four ways you can use this knowledge and then take it with you, and by tomorrow, you’ll develop a better strategy for creating content. Example 1 is we say that you’ve created scroll monitoring and YouTube views on GA4. GA4. Combine the two.
You will be able to understand you can determine, for instance, how your viewers in France will be engaged with your content by way of how long they scroll down the page, and how many of the videos you have on your site they’re viewing. One example is a specific audience who does not scroll a lot however, they engage with videos quite often. In this scenario, I would include early in the long-form video pages.
You are aware of what your audience would like. Don’t force them to work for it. Don’t force them to scroll down the page since you know what they are looking for. Make it as easy for your viewers as you can. Examples 2 is the reverse, in which you know that your target audience is likely to scroll frequently but you’re aware that they won’t be watching the videos you post on your page. In this scenario, you could create high-quality content, and then use Remarketing to attract them to your site.
The third one is when the scroll is average as well as an average video duration however you have a high ASD which I’ve presented as an average settle time. This is what I refer to as”page hoppers. They’re likely to be at the process of researching their journey, or buying journey. This is why you need to concentrate on your company’s brand and the reasons you stand out from your competitors.
The fourth scenario is viewers who don’t scroll or don’t even watch your videos in any way. I believe that in this case you’ve clearly identified a disconnect, however there’s still a chance to present short-form video prior to the purchase process. Use this data to find out which of the four categories you are in, and then use this to develop an effective content marketing strategy that is more varied approach by incorporating audio videos, snippets of audio in various formats. I’m sure you’ll have a winning strategy and be more successful in your content strategy moving forward.
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