Watch: There is no one way to define great KPI: Sidharth Gowda, Zirca Digital Solutions
Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign
An Initiative by Bloomberg Quint
Content marketing has changed the dynamics of marketing strategy. Marketers are becoming increasingly committed to this channel. But when it comes to decoding the success formula it still seems to be a mystery. Sidharth Gowda, Strategy Head, Zirca Digital Solutions, listed out the key aspects of a good content marketing strategy and performance indicators for successful campaigns.
What are the key aspects of a good content marketing strategy?
What works is how you are going to plan your creation. For example we have this framework called ‘Create, Curate and Collaborate.’ It gives you a sense of what the brand needs to create, curate from the existing sources to engage social media followers or collaborate with influencers and publishers who themselves create content. It helps a brand plan out the kind of content they need to invest in and plan for it.
Another part of good content strategy would be the understanding of the mainline strategy. Content always needs to be complemented with the existing campaigns that are happening on outdoor, print or even television.
What are your thoughts on the detailed content-marketing strategy required for the success of most organisations?
It’s extremely critical these days. When was the last time we interacted with transactional media. We interact with conversational media that helps us think differently and inspires us. That’s what brands need to understand. And, they are doing that. They understand the fact that audiences are moving beyond transactional media.
There are content creators who are enabling brands to be a part of those conversations. So definitely content creation and content amplification are going to be the future.
What are the key performance indicators for a successful content marketing campaign?
It could be the number of searches the brand has created, followers on your social media page has created, the likes your videos have got, the kind of traffic coming on to your website, It is not as linear as many brands think. It’s not about getting the right kind of likes; it’s about the conversation your boosted posts are getting. It needs to drive sales also. It’s a mixture of hard and soft measures. Also looking at it holistically there is not one measure that defines great KPI.
Does content marketing help to reduce overall marketing costs?
Content marketing can definitely reduce overall marketing costs. When we look at the more successful lead-generation campaigns people share their information which they hold very closely to their heart only when there is an exchange of value. When we create infographic, great content that’s gated, that is when people don’t mind sharing the information in exchange for value that we created. That’s a great way to reduce marketing cost because wastage is being reduced but creating great value in terms of content.
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