Particularities of content marketing
Posted: Sun Feb 16, 2025 5:01 am
Experienced marketing managers and directors have a clear vision of the type of return they expect from a more traditional digital marketing action . We must remember that we are still migrating from offline, where the return on investment of a campaign was difficult to measure, to digital, where all consumer actions can be tracked and have some value assigned to them.
For example: If I spent US$1.00 on a click to attract a customer with a lifetime value of US$50.00 band data , it is obvious that my CPC investments are yielding good results, right? It is not that simple. Today, the most in-tune marketing professionals know that only measuring the "last touch" is a simplified way of measuring results, but it can lead to serious analysis errors. In a content marketing strategy, it is important to understand this reality, since the metrics are different; by attracting and involving the customer we are generating a relationship that goes through several points of contact until the purchase.
In this scenario, the "last touch" allocation model proves inefficient, as efforts to acquire the customer are continuous and long-lasting.
That’s why content marketing places a lot of emphasis on a few different metrics than traditional digital marketing (of course, some of them are the same), such as engagement , the number of interactions with the company, etc. In addition, content marketing investments are often made to yield results in the longer term. Building a loyal reader base or reinforcing your reputation as an authority won’t happen overnight; you’ll have to put in the effort and dedication.
For example: If I spent US$1.00 on a click to attract a customer with a lifetime value of US$50.00 band data , it is obvious that my CPC investments are yielding good results, right? It is not that simple. Today, the most in-tune marketing professionals know that only measuring the "last touch" is a simplified way of measuring results, but it can lead to serious analysis errors. In a content marketing strategy, it is important to understand this reality, since the metrics are different; by attracting and involving the customer we are generating a relationship that goes through several points of contact until the purchase.
In this scenario, the "last touch" allocation model proves inefficient, as efforts to acquire the customer are continuous and long-lasting.
That’s why content marketing places a lot of emphasis on a few different metrics than traditional digital marketing (of course, some of them are the same), such as engagement , the number of interactions with the company, etc. In addition, content marketing investments are often made to yield results in the longer term. Building a loyal reader base or reinforcing your reputation as an authority won’t happen overnight; you’ll have to put in the effort and dedication.