Content: the key to performance

So… it’s about time you got in front of your audience. I mean, it’s been a week since you sent that eblast out, right? OK, so there weren’t many opens. There were fewer downloads. But still, it’s a number’s game isn’t it? Something will strike gold eventually.

It’s amazing that this kind of thought process still goes on in an age in which we have more behaviour-based data analysis at our fingertips than ever before, access to the highest quality data. Despite all these investments, time after time, organisations let themselves down and, yes, waste hard-won budgets, by not recognising the importance of content.

Poor quality content as much as a fundamental lack of it leads to poor campaign performance. If content has not been scheduled as part of your planning process, activity will stall.

And once you’ve invested time and effort in developing powerful content, put it to good use. Of course, use a case study or thought leadership article as a download, but also use it as a base to get a consistent message across multiple channels to market. How we express a concept in a Tweet is very different from how we would explain the same thing in an email and different again from a whitepaper. What tone of voice do you use? What style of language is appropriate?

By developing a library of assets, you can be sure that you will always have a valuable reason to stay in front of your audience, encourage them to get in touch to find out more and demonstrate their interest by downloading relevant collateral. It helps you to get to know your audience better, and focus your attention on creating content that will actually be read.

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