Yesterday we had a brief conversation on Twitter about Content Marketing and one of the participants mentioned that its effectiveness seemed to have declined a lot in recent years. Is that so? There is no easy answer to it, especially when there is so much confusion on the subject … and even worse, when there is so much cheap offer that you don’t really know what you are doing … because it must be said … creating content is not doing content marketing . New Zealand Business Phone List An important question Let us put the aforementioned facts aside and in a quick reflection ask why do we say that it does not work? How are we measuring it? Traffic? Leads? Time on page? Sales? The question is VERY relevant because we are going to tell a truth that many brands and marketers will hurt: Content marketing is NOT always measured by SALES. No. And then why do it? many will ask. The answer is simple. Digital has made us think that EVERYTHING should be aimed at closing sales. To the famous funnel. In other words, a thousand visited us, we obtained 30 leads and closed 3 sales. Yeiii! Do we really think that’s what marketing is for? Without a doubt it can be one of its functions … but the problem is to think that it is the only thing it is for … We had already talked a bit about this when we explained why we could tell a client: I’m sorry, we can’t help you sell more . And this is where I would like to talk about a case that seems outstanding to us: Mr Porter. Mr Porter, a content marketing case Mr Porter is an online store for men’s clothing … as there are surely tens of thousands on the web. You have a digital job in your e-commerce, excellent … but so do many others, right?
What is it that has made them hugely successful? The answer is simple: the use of content marketing… for sales? No. To generate branding, attraction, connections, loyalty. We promise to review the full case soon, but today I just want to show two of the many efforts that you have that will support the point we are making: The Journal On his site, Mr Porter hosts his own magazine, blog, e-magazine or whatever you like to call it, known as The Journal , where they consistently and consistently publish all kinds of content on 5 topics: fashion, grooming, lifestyle, travel and watches. It is true that some of the contents have discreet links to the brand’s products, but not all… because the objective per se of these contents is not sales. They are not optimized for it. The goal is to offer the best experience to its audience and position Mr Porter as the online destination for men with style. In fact that is their slogan. This is branding… this is CREATING A BRAND. Content marketing is NOT always measured by sales The second effort is even more interesting: Mr Porter Post. Mr porter post Mr Porter Post is a bimonthly newspaper that is sent free of charge to anyone who wishes to subscribe … being an international public. I personally receive it and it is splendid. A gem of content, editing, design and manufacturing. It is a first class product.
Content marketing is NOT always done by SALES or measured against them. Containing? exclusive interviews, New Zealand Business Phone List trend updates and personal care tips, as well as lifestyle, travel and culture news. It is a newspaper created by the brand’s writers and expert contributors. Does Mr Porter measure the result of this effort with sales? Of course not! How could i What is he doing it for then? CREATE A BRAND, generate connections, love for the brand … and yes, THAT WILL BRING SALES AS A CONSEQUENCE. Concluding What is the point of all this? Marketing and therefore content marketing is NOT always measured by SALES. No! In fact, perhaps the best content marketing projects are those that are not designed with that objective in mind … because when we leave that off the table, great ideas begin to emerge, user-centered ideas … and that will therefore benefit the brand. in the medium term, with audience attraction, share of voice, connections, positioning, loyalty and yes, consequently sales … Creating relevant, useful and addictive content for our tribe is much smarter than creating content to ask how much did we sell with last week’s content? To close the idea I leave you a tweet from Tom Peters, a great management master: Content marketing is NOT always measured by sales. He who lives for sales will die for sales.