Content marketing must trigger rigorous, measurable behavior, not consumer behavior

"The marketing companies are not going to" publish information, "says Bell," but rather "trigger behavior," so companies must measure the effectiveness of their content marketing.

"You have to understand why you want to create content," Bell said, "more content is being created, but will this content lead to greater success or is it just noise?" Remember that content is to help achieve business goals, not content goals. "Bell proposed four metrics for measuring content: consumption, content sharing, content inducement, and sales by specific content."

"Spending alone is not important," he said. "You have to see if your content triggers some more meaningful behavior from potential customers, such as whether potential customers are more concerned about your site than other sites." If you don't know anything about it, you're fooling yourself with the validity of the content. ”

' content sharing can be measured by customer social activities and forward links and outside chains, ' Mr. Bell said. and see whether content induces user behavior, can refer to mail subscription, blog comments and conversion rate. Conversion rates usually show: Exposure-click to transform, click-Participate in the transformation of behavior, and participation in the transformation of the behavior includes a variety of ways: for example, users browse through the product promotion of the minisite, participate in membership registration, research questionnaires, and content forwarding to the social network, as well as to the online mall, telephone counseling, Chat with the mall customer service staff. At this point, Dell Chinese companies are doing the most in-depth. If you want to generate sales through content, Bell's proposal is to introduce special offers, which can only be achieved through content.

Rachel Forster, chief executive of Fresh perspective, a new view of content development, advises marketers not only to focus on the early, middle, late-stage content development of a potential customer's buying cycle, but also to focus on solutions for specific customer groups.

"Stop peddling, but give help," says Foster. "This is the essence of content marketing. Your focus is not just on the end-user of your product or service, but also on the purchasing and top management levels. There may be as many as 7 to 10 business-to-business decision-makers involved throughout the purchase process. In a sense, your content must be able to answer every question that these people ask. ”

John Foley, chief executive of Interlinkone, a marketing management software company, said: The content created for mobile devices is different from the contents of desktops or laptops and must be adapted to its mobile features.

"For mobile device content: Concise, friendly and cordial." "Fletcher said. "Don't worry about whether the fonts look good, what you need to do is customize the content for active mobile device users." Mobile phones are not just a trend; they have a significant impact on the world of communication and marketing. The time has come to cater to mobile users by optimizing your site and content, right now. ”