• 25 October 2015

It is essential to deliver to your mail recipients key content that is useful, if not essential for them to know…and then track what they’re reading about.

Understand your audience.
Today there is a lot of conversation between marketers that employ content strategies in order to engage their audience. Marketing, in its most basic terms, is firstly concerned with understanding your customer and secondly, delivering what they want or need.

The most effective way to find out about your audience is to produce information which will engage them, and then track them to see who is looking at what. Every open and click can tell you something about your client even if the content is not directly related to the company’s products or services; whereas an unopened, unread, unclicked email tells you nothing.

Categorise your content
The next part of the strategy is to decide upon relevant categories that your content can be split into. Really think about what subject provides you with something that is practical and usable to your business. An example would be to name a category “Digital Marketing” if you offer a number of solutions that relate to digital marketing you could send targeted messages, to those that have scored highly in that category, that include adverts that drive traffic from general content to specific product pages.

Connecting all your links with categories can help each click tell you more about your audience. These scores can be aggregated to let you know which categories have been popular and which subjects interest each individual.

These scores will build over time thus giving you valuable information about your recipient. It is important to remember your first objective is to engage your audience. The number of clicks that each campaign receives is a useful metric to check the level of engagement with your audience.

Target your audience more specifically
If audience members have shown interest in a single category this does not necessarily mean that you should bombard them with sales messages. However webinars and whitepapers are useful content pieces helpful to build your reputation. These pieces of content can often be exchanged via web capture forms in order to gain further data to increase the specificity of your targeting; you are aiming to target sales prospects with the right solution, at the right time, in the right place, at the right price. Therefore questions such as whether they are currently looking for a solution? Or when their current contract expires? May be asked to be exchanged for the content.

Treat your content marketing strategy as a data collection exercise. Increase your knowledge about your potential clients then use the new found knowledge to target them with the content that interest them and the solutions that they need.