CHINESE VERSION HERE

 

Content is King, and this certainly holds true in content marketing. Curating the right content is essential to building brand awareness, attract consumers and increase sales, but how do you create content that fulfils the audience needs and expectations, and resonates with them?

In this article by Iris Peng, Managing Director of Lion & Lion in Taiwan, addresses three major content marketing challenges; Interaction, Consistency, and Return on Investment (ROI).

 

1. The Power of Consumer Interaction
Done right, consumers can become your extended marketing ambassadors. However, the first thing is to determine the goal of your content marketing effort. Is it to develop “viral” content? Or is it to gain “user-generated content”? Secondly, you need to what triggers shares and high-engagement with your audience to begin with to tailor your strategy.

One effective way to interact with consumers and find out what resonates and creates engaging and interactive content is by leveraging consumer insights. Remember, interactive content is a two-way street that continuously provide better insight into what consumers want to achieve.

Generally, most shared content have either one or all of these features;

  • Create laughter, amusement or fear
  • Infographics or lists
  • Make you look smart and/or clever
  • Comes from a trusted source

 

Case Example: For our partner Coca-Cola, we leveraged the insight that young adults often face awkward questions from their elders during the Chinese New Year. We turned the unpleasantness of awkward conversations into witty content that resonated with consumers’ own experiences. Coupled with the hashtags #CNWhyyy and #awkwardCNYquestions the campaign implores followers to share their awkward experiences.The key to the success of the campaign was driven by the interaction and connection with consumers’ own life experiences. As a result, we helped Coca-Cola increase sales by +20% during the Chinese New Year.

 

2. Consistency for Long-Term Success
For many marketers, it can be challenging to come up with consistent content to feed the multiple platforms available. To simplify this task, we recommend Google’s Hero, Hub, Help approach which provides a helpful framework for planning, creating and pushing any type of content.

 

HERO – Get people’s attention
Engage customers with creative content that communicates your brand message. Examples are product launches and company stories. For awareness, the recommended frequency is twice a year.

HUB – Make them come back for more
Push interesting brand content that builds an ongoing relationship and ensures they continue to come back. Frequency varies depending on the brand or product but is recommended at least once a week.

HELP – Answer questions and help
Provide content based on what people are searching for through search engines. Examples are Q&A, how-to tutorials, evaluation, etc. Recommended for daily output, however, this often requires extensive cooperation between all departments.

 

 

Example: To build a community and Facebook fanbase of 500,000 for dairy company Emborg, we used the Hero, Hub, Help approach resulting in a continuous flow of content, communication and conversations. The content strategy consisted of the right balance between regional and local content to increase relevance for daily cooking habits and product usage in collaboration with influencers – both celebrity and micro – that increased consideration for the brand.

The continuous interaction with Emborg fans and the community helped increase social reach with 128% and engagements with 408%.

 

3. How to Measure Return On Investment (ROI)
ROI is the most important measure of successful content as it is directly related to revenue.
Joe Pulizzi, the founder of the Content Marketing Institute, points out that to see results, brands typically have to continuously produce high-quality content for at least 15 to 17 months.

When measuring ROI, marketers usually face two challenges:

 

A. Lack of Clear Goals and Metrics
The goal of your content strategy should be to get people to either know your brand, like your brand or trust your brand. Thus, your content strategy should help shift consumers from awareness to consideration and eventually to sales. Depending on your goal and which consumers you are trying to reach, your metrics may include;

  • Traffic
  • Clicks
  • Time spend
  • SEO Ranking
  • Bounce rate
  • Downloads
  • Subscriptions
  • Conversion rate
  • New customers
  • Repurchase rate
  • Customer feedbacks
  • Sales

 

Remember, it is important to go beyond traffic and click metrics and look at engagement and conversion rates as anyone can buy traffic and reach.

 

B. Linking Results Back to Your Content Strategy
When it comes to content marketing, there is only one thing that top management cares about: ROI. However, marketers struggle to measure ROI, and many do not measure content ROI at all. There are several ways to measure content marketing ROI, but to make it easier, we suggest a simple three-step approach.

 

STEP 1 – Calculate Total-Content Expense
Calculate the expenses and amount of money that goes into creating and publishing the content. Meaning that every single element such as the writing, images, video, distribution, advertising, and promotion cost should be taken into consideration.

STEP 2 – Measure Return From Each Content
When you know your total content expenses, it is time to measure the content return. The simplest way is to calculate how many customers and sales you gained from the content piece within a certain timeframe, e.g. one month or one year.

You get your return by adding up all the sales resulting from your content piece. This calculation can be tricky to measure though, depending on how clearly the content sales are linked to the content piece.

STEP 3 – Calculate Content Marketing ROI
From step 1 and 2, you can calculate the content marketing ROI. We recommend the simple ROI formula by Convince and Convert: Return minus investment, divided by investment, expressed as a percentage. You can use the below calculation for any type of content.

 

 

So, is Content Marketing Worth the Effort?
With the increased demand for personalisation, developing high-quality content can feel like a complex and arduous task. But, with today’s marketing automation tools and a well-planned strategy, your content marketing efforts have the potential to effectively build brand awareness and drive sales. What is the biggest content marketing challenge you face? Please share with us.

Interested in growing your brand with content marketing? Get in touch!

 


 

 

內容行銷101

解套「內容行銷」的三大困境: 互動力、續航力、投報率

 

「內容為王」是很多行銷人耳熟能詳的一句話,雖然「內容」與「平台」誰是王不斷地被討論,但行銷人都知道內容是無比重要,產生與消費者共鳴、互動的內容,是建立品牌影響力進而影響業績的關鍵。

知道歸知道,無奈每個行銷人更知道內容產出比你(比老闆)想像中還困難得多。在這個24小時工作的網路世代,行銷人手上的事情多如牛毛,從品牌曝光到產品銷售(包生兒子),都要一手掌握,內容產出這種吃力不討好又花時間的工作,永遠被歸在「重要但不緊急」象限中,於是一直在忙碌的行事曆上被往後推。

根據Zazzle Media 2019 內容行銷調查指出,許多行銷人對內容行銷頭痛無比的原因: 第一是不知道如何創造與消費者有意義的互動,第二是無法持續又固定的產出高質量內容,第三是老闆們時時刻刻在問的ROI。

 

1. 內容行銷困境一:互動力

如果以台灣企業最常用的內容行銷平台Facebook來說,小編們可能發現最近不要說分享了,連按讚都變少,而粉絲們更是越來越少分享自己的想法,一個無法引起回應的內容,就像一個朋友已讀不回的訊息。

針對互動力,解方是找到消費者洞察,品牌經營內容的核心就是讓消費者產生共鳴,與生活經驗有所連結。消費者洞察並不是新的概念,但在網路內容的互動上,每個行銷經理的終極理想是創造「病毒式行銷」甚或「用戶自產內容」讓消費者成為你的行銷軍、為品牌傳播。

以Lion & Lion 馬來西亞為2017年為可口可樂做的案例,在過年的時候總會遇到長輩詢問尷尬、不想回答的問題,一系列針對千禧世代的短影音在Facebook 引起迴響,紛紛分享自己遇過最尷尬的問題甚至自產搞笑影音,這案例通過一系列的數位內容創造了21% 增長的銷售佳績。互動力解方關鍵: 與消費者生活經驗連結。

 

2. 內容行銷困境二:沒有續航力

現在許多企業行銷團隊要經營的內容平台除了自家的網站,還有各種社群平台Facebook、LINE、Instagram、Youtube、LinkedIn 等族繁不及備載,還外加email客戶電子報,光是固定產出內容已經喘不過氣來了,還要持續產出高質量、有互動力的內容,是要逼死誰呢?

一個好的創意內容結合了天時地利人和,創造了一個話題高峰,更棒的是貢獻了一波銷售數字,一陣人仰馬翻後,病毒的內容失去了他的魔力,買過的消費者沒有持續回來,內容行銷如何建立長期的成功?

在這裡介紹一個Google 提出的很基本但很實用的3H內容金字塔:Hero、Hub、Help,雖是主要為了影音內容,但其實適用於各種形式的內容:

[Hero 英雄]  就是吸引大量圍觀群眾的內容,病毒式營銷的內容、也是投注最多時間精力製作的內容,可能是一年最重要的產品發布。正常頻率建議一年兩次,用於建立品牌的知名度。

[Hub 中心] 主動且定期推送消費者有興趣的品牌內容,品牌必須想像自己是一個部落客、直播主,固定與粉絲深入探討其有興趣的主題。頻率依照產品性質而有所區別,建議至少每周一次。中心的內容確保目標群眾持續回來關注。

[Help實用] 最後大量而實用的內容包括例如問答、如何做、評價或經驗等等,確保品牌能從搜尋引擎上帶來穩定的新用戶,然後連結到中心內容,建議為每天產出。

而這需要行銷、內容編輯、產品、公關、數據分析等各部門的通力合作,甚至包括外部的夥伴、網紅、部落客等,依照年度的規劃以內容行事曆的方式,持續產出建立品牌影響力的內容。

Lion & Lion 運用3H內容策略為Emborg建立一個50萬人的社群,讓熱愛高達起司的人持續參與節慶廣告、名廚分享、用戶食譜等三大內容,社群的持續互動力讓Engagement 年度上升408%。續航力解方關鍵:3H內容策略。

 

 

3. 內容行銷困境三:如何衡量投報率

Content Marketing Institute的創辦人Joe Pulizzi表示,團隊通常要持續產出高品質的內容長達15到17個月,才會看到成效。ㄟ…..這老闆可不想聽。

投報率通常有兩個層面的問題,第一是缺乏明確的目標,內容行銷的目標從銷售漏斗最上方的Awareness (知名度)到Conversion (完成銷售),可能包含但不限於流量、點擊量、停留時間、互動數、轉換率、下載量、訂閱量、獲新客戶數、熟客回購率等等,決定好主要目標與次要目標的比重,才能有效衡量ROI。

第二是行銷人所獲得的數據難以跟實際收益做有效連結,建立出客戶旅程中各接觸點的資料庫是第一步,雖然在客戶旅程中,消費者的接觸點如何去歸因計算,到目前為止還是一個難題,現在有一些分析工具能夠協助但建立出來的歸因模型常常還是「最後一個互動點的成效」或是「每個接觸點的成效相等」,即使如此能建立出客戶的接觸軌跡已經是成功的第一步,再透過不同的實驗與測試,相信能更清楚的衡量每個內容產出的投報率。投報率解方關鍵:訂定明確目標、建立客戶數位旅程的資料庫。

最基本的做法三步驟: 首先是計算產生內容的花費,如果是內部人員產出就是計算時間工時,第二是計算發布內容的花費,包括使用的工具費用、媒體的費用、人力工時支出等,第三個步驟則是獲得實際銷售數據,有些內容的目標不是直接產生銷售,則計算ROI時需要比較複雜的流程,我們先說初級班的,透過以下的公式,假設你投資2萬元在你的內容上,而產出了10萬元的銷售,則內容行銷的ROI應該是(100,000-20,000/20,000)*100= 400%

 

 

結語
對於現今的行銷人員來說,由於行銷自動化工具的出現、客製化的需求增加,內容行銷的複雜性又更上層樓,任務艱鉅,你遇到最大的行銷難題是什麼呢?請與我們分享,或許下一篇就出現解方給你喔~

還在苦思如何運用網路創造銷售佳績?歡迎來找我們做顧問諮詢,Lion & Lion 來恩數位整合行銷 – 透過策略規劃及創意內容,為客戶建立有影響力的社群活動、有成效的品牌廣告。 專精於數位內容行銷、社群媒體策略、東南亞行銷。聯繫我們這裡.