The infamous social media platform Klout recently announced that it has added content aggregation to its functionality. Users will now be able to create better content, upping their Klout score in the process. This follows in the steps of Google’s Hummingbird algorithm, which scores content on its quality and relevancy.
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This recent development serves to strengthen the argument that content marketing is increasingly influencing brands’ approach to marketing. The fact that an industry heavyweight like Klout has altered its whole business model in order to take this into account, means that marketers everywhere should be sitting up and taking notes.
In order to create and deliver content that your audience will resonate with, you’ll need to be using a platform that enables you to publish said content, share it, and then actively engage with the people who interact with it.
Before you begin formulating a content marketing plan, you’ll need to ensure that your website has the following functionalities in place:
1. A tool that allows you to track the ways in which your consumers behave
In order to create content that your market resonates with, you need to first establish how they interact with your brand. You’ll need a tool that can determine things like where your visitors are from, what content they’re clicking on, and what they’re deciding to share on social media. Once you’ve identified what people are doing – you’ll be able to create content they’ll want to engage with.
2. Market segmentation tools are imperative in dividing your audience into like-minded groups
Once you’ve gathered data about the way your market behaves online, you can then segment them into different groups based on things like age, gender, location, interests, LSM and so on. You’ll now have several segments that need to be targeted with specific content that’s been created especially. If you don’t have a tool that can do this for you, it’s imperative that you invest in a software solution that automatically does this.
3. Your digital marketing platform needs to be able to publish content across multiple channels
Remember that all digital platforms influence and feed off one another. Content marketing relies on the use of a variety of platforms as different segments of your market use different platforms in differing ways. You’ll need software that enables you to publish content on various channels in order to create a unified campaign for maximum effect.
4. Content marketing requires expert social media management
Content marketing relies heavily on social media as a springboard for engaging your market.
It’s therefore imperative that you’re able to easily monitor all of your social media accounts from one place in order to see how people are engaging with your content, and then interact with them in a relevant way. Instead of using several programs to post, schedule and track your social media content, you can simplify and accelerate the process by using an integrated, all-in-one solution like Ensight.
5. An integrated, multichannel marketing automation platform is needed in order to adequately embark on a content marketing — based campaign
Ensight was built with content marketing in mind. One central platform allows you to manage all aspects of a content marketing campaign — you’ll be able to conduct surveys, track consumer behaviour, adequately segment your target market, automate communication, manage social media and more.
