Content Marketing - How to Cut Through the Clutter

Content marketing is just one of the many methods used by marketers to engage customers with their brands.  It is also one of the most effective methods, if done correctly.  In other words, if the content is truly engaging and provides some sort of added value to any given customer (while communicating the brand), then the marketing has been effective.  According to David Brown, exec VP-general manager, Meredith Xcelerated Marketing, "effective content marketing drives profitable customer behavior by creating and distributing relevant, valuable content to attract and engage."  Marketers clearly believe in content with spend on content developing increasing 45% from 2005 to 2012.

However, with this proliferation of content marketing comes drawbacks.  Many brands have created clutter rather than content.  Consumers are starting to view content advertising like banners--in other words, not at all.  Brown advises marketers struggling to develop relevant content to think less like advertisers and more like publishers by allowing consumers to define the conversation ("pull" orientation vs. "push).  Marketers should also follow the publishing model in creating content in "real-time" versus the usual pre-planned, campaign-centered marketing model.  

Brown points to Red Bull as a "content dynamo" with its 2011 film, "The Art of Flight", a particular success: "by understanding what its consumers are most interested in and consistently aligning content -- and the brand -- with action sports and adrenaline seekers, it has been able to cut through the content marketing clutter."

For marketers without brands that can be tied with something as exciting as action sports, do not despair.  Brown has 5 tips to creating successful content:
1) produce content that can compete (high customer relevance) 
2) ensure that your content is digitally visible (have an effective SEO strategy)
3) support content by fueling the fire (content should be shareable and visible across devices)
4) convert data into insights (have a measurement and optimization plan)
5) regularly evaluate your marketing so you can set priorities in the next go-round (match marketing to the consumer journey)  



Article: http://adage.com/article/digitalnext/make-customers-love-content-leave/245393/