An effective content marketing strategy sparks a response from the customer, rather than just creating brand awareness, it has been claimed.
Jeff Molander, co-founder of the Google Affiliate Network and professional speaker, wrote on econsultancy.com that the content put out by companies should give the customer a reason to believe in a service or product.
This means telling a good story, but also delivering a call to action that a consumer can respond to. Mr Molander said his “biggest beef” with the content marketing sector is the way some people focus only on the storytelling aspect, when you need to produce a response at the end as well.
He added: “Good stories don’t cause sales. Engagement does not either. High levels of confidence in buyers (created by compelling blogs, videos, white papers, downloads, etc.) and clear, compelling calls to action do.”
One website that was picked out by itproportal.com this week is pluggin.co.uk, which is the product of a partnership between high street retailer Comet and online technology resources T3 and Tech Radar.
The impartial advice and industry news has allowed the site to be listed in Google News , which has increased traffic as well as boosted the brand image. Andy Cooke, editor of the website, said: “All this means nothing though without the top quality content to begin with.”