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A flight to quality? Why content marketing strategy must evolve
Journal of Brand Strategy,
7
(4),
343-354
(2019)
Abstract
Content marketing has become an integral strategy for brands to reach, convince and convert customers with self-published content. As more brands adopt content marketing tactics they face major challenges: information density, changes in social media that impact content reach and pressure to generate more leads. Some have raised questions concerning the longevity of content marketing as the return on time invested (ROTI) decreases and whether to focus on quantity or quality. Research into content performance by Buzzfeed in 2018 suggested that quality may outperform quantity for some online publishers. The author then outlines six tactics to improve empathy, customer insight, search engine optimisation (SEO), targeting, content planning and distribution.
Keywords: content marketing; content shock; information density; ROI (return on investment); ROTI (return on time invested); MVOT (money value of time); content performance; content reach; content distribution; dark social media; social shares; customer insight; customer avatar; buyer persona; ZMOT (zero moment of truth); AIDA (awareness interest desire action); content marketing strategy; inbound marketing funnel; assignment selling; SEO (search engine optimisation)
The full article is available to subscribers to the journal.
Author's Biography
Joanne Dolezal is Lead Consultant with Dolezal Consulting. With over 25 years’ experience in both the UK and Europe, Dolezal Consulting works with CEOs, marketing teams, solopreneurs, charities, small and medium enterprises (SMEs) and established brands to improve the way they market themselves across the UK and abroad. Areas of expertise include marketing strategy and digital and content marketing. She regularly trains and coaches marketers in digital and content marketing skills. Close interaction with business owners and marketers has helped to shape her thinking on marketing, sales and customers, and how to bridge the divide. She holds an MA in Marketing from Northumbria University, a professional diploma in Digital Marketing from Digital Marketing Institute (DMI) and is a chartered marketer, Chartered Institute of Marketing (CIM). She is an associate lecturer — CIM and DMI in Newcastle upon Tyne.
