If you concentrate too much on techniques, tools, optimization and metrics, you will most likely ignore the most important component that determines the success of any content marketing strategy: the human factor.
This happens because great content marketing does not mean just information or stories. It is the vehicle that allows you to establish a better connection with the people who matter for your business, showing that that they are the core element of every decision you make.
The closer the connection with your audience is, the higher their trust in your products or services becomes. Here are a few facts that should help you value the relationship with your audience more and make you see why your content marketing strategy is so important for the success of your business.
- One in two content marketers claims they are learning how to align content with their audience’s preferences.
- 24% of them have difficulties in actually engaging their audience.
- 54% ignore the buyers’ profiles while elaborating their content, thinking that general is better.
- 90% of consumers think that custom content is useful and 78% of them appreciate that content marketers are or should be really interested in bettering relationships with their audience.
- Unlike before, customers want to be in full control of what they buy, and, therefore, 84% of them skip commercials, 44% of them do not open direct mails, and 91% unsubscribe from newsletters.
Considering these aspects, marketers should leave behind any marketing hypes they used to fill their content with and adapt to the current trends: audience centered, well researched, unique and useful content.
Outsourcing content creation could be the best option for marketers if we consider that, according to surveys:
- 69% of the marketers who try to create their own content have trouble managing their time efficiently and 50% of them do not succeed to customize their content according to their target audience’s needs.
- 62% of the online marketers outsource their content creation.
