Content marketing there are three errors

Nowadays, the concept of content marketing is very hot, because the various elements of the network belong to the category of content, so online marketing can be regarded as content marketing. There is a big problem with content marketing at the moment: the aspects of this marketing effort are based on "what-if" conditions, and many of the assumptions prove impossible to stand by.

Recently, Tony Haile, CEO of Chartbeat, a network analyst, listed some of the myths that most likely hinder the development of online advertising companies. Online Marketing This one, each company somewhat touch, from specializing in this piece of media company, to use the Internet advertising company marketing department. Here are some common questions Haile has put forward on online marketing:

Maybe you did not read anything

Haile said more than half (55%) of the visitors who opened a media company page did not even spend as much as 15 seconds on the page. The text of the page, visitors will not stay more than 15 seconds. So would you still feel that someone who wrote the article was really looking at it? Well, no one did not look at it. Too few people read it seriously. Even if you are good at drawing the title of the eye catching people, most people still come in and take a look away.

Be shared ≠ be read

This conclusion may be contrary to many people's expectations. Because generally everyone will think that people who share more and see people naturally go up, after all, the traffic is based on social media participation (such as sharing and other acts) pushed up. However, Chartbeat's research indicates that there is no connection between the number of times the article is actually read and the number of times the article has been read.

There have been previous posts on how "viral transmission" was achieved. The so-called spread of the virus needs from as many as possible divergences, and "careful reading" is not an essential part of the spread of the spread. This may be a fact that makes it harder for some people to share: people do not read content themselves. Of course, I did not find a specific data support, but personal guess, because people share is caused by feelings of resonance, the link does not point to the specific content is not so important.

"Warm boiled frog"?

Native advertising is good at putting the content you want to promote into a well-designed scene so that readers can unknowingly accept the ad settings. But in fact, this swallowed advertising is difficult to receive the desired results. Few (less than a quarter) of the visitors who open such advertisements can finish the story. Compared with the average reading completion (71%) of advertising content, obviously the former is greatly reduced. Adulterated advertising is often a waste of time, from the content point of view, bland examples of commonplace failures. In short, progressive forms of advertising can not adapt to the current generally impatient readers.

In addition there are several related rumors: useless banner ads? Wrong! This is a certain star on the network has been angry rumors as hot springs. Perhaps, but for the publicity of product visibility is really visible, if the creative enough novelty, so that the user stays on the advertising page for a long enough time, the purpose of advertising reached - in fact, time Do not be too long, if there are 20 seconds, the user has 20 ~ 30% of the proportion of the brand left an impression.

The solution to the above problem is?

The problem does exist, but the good news is that companies can take certain measures to effectively improve the effectiveness of content marketing.

Provide specific and meaningful content:

What advertisers need is attraction, not simply eye-catching, the latter is just one of the preconditions for increased participation. So no matter what way to use, first of all to find the audience. Maybe you need to give up something that looks perplexing, such as overly neat, bright, happy scenes, but something that really gives you a sense of place. Instead of lying to deceive them to buy something for a moment, the ads need to be understood and acknowledged by viewers.

· Identify the right metrics to measure success:

Trendy concept does not help you win the market, on the contrary, on the one hand should be wary of these new concepts of foreign or domestic sales, on the one hand to find a real indicator of market performance evaluation. For example, social media needs and customers fully communicate. However, it only collects data that shows indicators and does not really reflect users' "engagement." In the example, the time spent by visitors on a page clearly does not reflect the degree to which they are involved. What customers really want, relying on pure numbers is difficult to reflect. It's like someone else coming to your page is not necessarily miss you, maybe TA introduce you with someone is a fool. How visitors translate into buyers, this complex process can never be expressed by simple numbers.

· "Good steel used in the blade", choose the right reasons + election method:

Different content for different performance. For example, companies like to convey the feelings of the discourse, instead of using a picture instead; too complex infographics but will be offended; banner ads alone may not be appropriate, but in branding plays a powerful supporting role.

Summary: Put aside the various mistakes mentioned at the beginning of the article to understand the real situation of users using the network. The more you know about your customers, the better you know how to respond to the marketplace, what customers really need and how to communicate better with them.