The key advantage of content marketing over traditional marketing is that it is highly accountable; we can track performance by content theme, content format, and distribution channel. Performance tracking is very useful for analyzing and identifying opportunities for improvement at a very granular level. This also means that content marketers can easily experiments with new content themes, formats, and distribution channels.
Since content is very dynamic, periodic improvements of content marketing is essential. Marketers should determine their evaluation and improvement horizons and decide when it is time to change the content-marketing approach. However, it is important to note that content marketing often requires time to have its impact and therefore requires a certain degree of persistence as well consistency in implementation.
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Summary: Creating Conversations with Content
More and more marketers are making the shift from advertising to content marketing. A mindset shift is required. Instead of delivering value-proposition messages, marketers should be distributing content that is useful and valuable for the customers. In developing content marketing, marketers often focus on content production and content distribution.
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However, good content marketing also requires proper pre-production and post-distribution activities. Therefore, there are eight major steps of content marketing that marketers should follow in order to initiate customer conversations.
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