Post by wekeve7933 on Dec 5, 2023 10:00:13 GMT
Content is king ”: this phrase spoken by Bill Gates in 1996 is repeated like a mantra. At that time, there were not many people interested in the web. While this expression is more or less true these days, it is important that brands do not take it literally. 20 years later, in 2017, many people are concerned about the expression of their brand on the web. As a result, we have seen a massive proliferation of content. Thus, 89% of BtoB companies declare having used content marketing in their strategy[1]. However, what about the performance of this content?
A column by Philippe Le Meau , general director of Activis (ADLPerformance) “Content is king, but Special Data less is more!” » Quantity certainly does not equal quality. I see, on a daily basis, that many brands minimize this aspect and produce a lot of content (sometimes too much) without taking into account their potential performance in terms of audiences. They then find themselves with sites whose content has not been pre-evaluated and where we do not even know what the other ROI will be, the famous return on investment! On the other hand, I also see a good number of companies with few resources or which are not (yet) in a content logic. They must be smart and pragmatic, because they need to create the most effective content possible with limited resources and a defined budget. These same brands generally face larger competitors who have more resources, hence the need to be even more inventive. It is therefore necessary for brands to learn to produce intelligently, to identify relevant and effective content, to create with a prior estimate of the potential for queries, visibility and conversions that this could bring.
Producing content, yes, but doing it blindly, no. When Big Data meets Content Marketing performance… In many minds, Big Data is mainly, or even only, associated with mathematical data and algorithms. This definition is of course partial, incomplete. Indeed, Big Data based on the analysis of unstructured data, texts and semantics, makes it possible to meet three marketing objectives : 1. Identify Internet users’ expectations to be able to better respond to them Applied to content marketing, Big Data tools make it possible to find new, untapped semantic territories on the web, forums, blogs or social networks, sometimes unknown to marketers. For example, it may involve, for a brand, identifying questions and comments relating to its product that it would not have identified in its traditional marketing process. The brand will then be able to produce truly relevant and therefore ROist content because it meets consumer needs that have not been addressed until now.
A column by Philippe Le Meau , general director of Activis (ADLPerformance) “Content is king, but Special Data less is more!” » Quantity certainly does not equal quality. I see, on a daily basis, that many brands minimize this aspect and produce a lot of content (sometimes too much) without taking into account their potential performance in terms of audiences. They then find themselves with sites whose content has not been pre-evaluated and where we do not even know what the other ROI will be, the famous return on investment! On the other hand, I also see a good number of companies with few resources or which are not (yet) in a content logic. They must be smart and pragmatic, because they need to create the most effective content possible with limited resources and a defined budget. These same brands generally face larger competitors who have more resources, hence the need to be even more inventive. It is therefore necessary for brands to learn to produce intelligently, to identify relevant and effective content, to create with a prior estimate of the potential for queries, visibility and conversions that this could bring.
Producing content, yes, but doing it blindly, no. When Big Data meets Content Marketing performance… In many minds, Big Data is mainly, or even only, associated with mathematical data and algorithms. This definition is of course partial, incomplete. Indeed, Big Data based on the analysis of unstructured data, texts and semantics, makes it possible to meet three marketing objectives : 1. Identify Internet users’ expectations to be able to better respond to them Applied to content marketing, Big Data tools make it possible to find new, untapped semantic territories on the web, forums, blogs or social networks, sometimes unknown to marketers. For example, it may involve, for a brand, identifying questions and comments relating to its product that it would not have identified in its traditional marketing process. The brand will then be able to produce truly relevant and therefore ROist content because it meets consumer needs that have not been addressed until now.