Content Marketing

The release of a new report has shown that UK marketers are much more focused on content marketing in 2015. Igniyte believes that content marketing is a valuable tool for online reputation management.

What is content marketing?

The Content Marketing Institute defines content marketing as: “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” In other words, it’s a marketing discipline which focuses on the creation of content that’s relevant to a business’ customers.

Content Marketing in the UK in 2015

Axonn recently sponsored a report which shows that content marketing is becoming a more popular marketing tool across the UK. The Content Marketing in the UK 2015: Benchmarks, Budgets & Trends report shows that 85% of UK marketers who took part in the research use content marketing in 2015. The report also asked respondents how effective their content marketing strategy was. Where they had documented their strategy, 71% said it had been effective.

The report further asked UK marketers “how important is each of the following content marketing goals to your organisation?” 91% of respondents said engagement, 85% said lead nurturing, 84% said lead generation and 83% said brand awareness. In contrast, only 57% cited upsell/cross sell as important whilst only 56% said the same of customer evangelism (word of mouth marketing).

Each of these goals were cited more frequently by marketers in the UK than they were when the survey was last carried out in 2014. Nurturing garnered the largest increase; 55%. Meanwhile there was a 17% rise for engagement and a 21% uptick for lead generation. This shows that the focus of content marketing is changing. UK marketers are focusing less on sales and bottom lines and more on consumer attraction and retention.

Content marketing tactics

These statistics also revealed how UK marketers are adapting their strategies to ensure their content marketing plans are effective. When asked how much content they were creating compared with a year ago, 78% said more. Meanwhile when asked how often they post, 15% of respondents said daily, 27% said multiple times per week, 16% said weekly and 20% said multiple times per month. The vast majority of respondents now post content on a somewhat regular basis.

Also respondents were asked, “which content marketing tactics does your organisation use?” Social media content (other than blogs) was cited by a staggering 89% of respondents, 88% said e-newsletters, 85% said blogs and 82% said articles on their website.

Content marketing and online reputation

This illustrates why content marketing is a valuable online reputation management tool. Managing your reputation online depends on Google; the search engine has well over a billion users.  You need to create content that appears on the first page of a search for your company’s name on Google if you want to manage your business’ reputation online.

Google wants its search engine to present users with information they find useful. That’s why the creation of relevant content is essential to online reputation management. The reason why so many UK marketers are using content marketing and finding it an effective marketing tool is because they are focusing on their consumers. They are developing content e.g. blogs, social media posts etc. that not only are their target audience going to see, but that they actually want to see.

Igniyte’s content marketing tips

At Igniyte we recognise the value of content marketing. We would suggest you do the following things if you want to develop a strong content marketing strategy for online reputation management:

  • Focus on social media: As we mentioned before, 89% of respondents use social media content. This is because it allows you to expand your marketing strategy to millions of consumers with minimal effort, delivering strong return on investment.
  • Tailor your strategy; Facebook isn’t right for everyone. You need to post on the social media site that’s relevant to your audience. For example, if you’re a B2B company you may want to post on LinkedIn because it’s a social media site for professionals.
  • Conduct market research: Content marketing depends on the production of content that’s relevant to your target audience. Market research, online forms on a company website and other tools that encourage customer feedback are effective ways of finding out what your target consumer wants and more importantly needs to know.
  • Be careful: This is a rule of thumb that you should always follow in online reputation management. One mis-spelled tweet or awkwardly worded blog post could go viral and land you in trouble and undermine the effectiveness of your content marketing strategy. Always proof content before you post.
  • Stay current: You need to join the conversation if you hope to create content that your target audience engages with enthusiastically. The best example of this is Twitter. The social media site has a list of topics which are “trending” among its users that you can capitalise on to capture the attention of a large share of your consumer base.

Igniyte’s content marketing service

UK marketers are much more focused on content marketing because it’s an effective way to engage target consumers. This is the cornerstone of online reputation management, which is why Igniyte have developed a comprehensive content marketing strategy to help you cultivate a positive reputation online.