Our digital world is saturated with content today. From ads to blogs to now video, users and consumers can access the Internet and visit a social channel or perform a Google search to find anything they want to know or anything they want to buy – all within seconds.
We are also quickly becoming a mobile-only world. In fact, at the close of 2015, mobile phone Internet users was at approximately at 53 percent. And by 2017, this number is expected to reach 63 percent.
As a result, marketers and businesses face a huge challenge: How can businesses make content matter more to their target audiences? This is a crucial question for businesses and marketers to:
- Reach their lead generation goals and maximize sales opportunities
- Gather accurate information and insight needed to realign their marketing dollars to strategies and mediums that work
- Boost their return on marketing investment
Although the Internet and advancements in technology have made marketing far more complicated, they have also made it more measurable. One thing that businesses and marketers need to master is tracking the right metrics, which has been a huge challenge. This is because the majority of marketers approach metrics by channel rather than by content.
For example, marketers will spend more time focusing on measuring responses from email, social, and even other channels rather than on which content topics, formats, and ads attract the most customers. As a result, marketers must shift their focus and create new metrics centered around content performance (content-centric metrics).
Perform a Content Audit
The best way to start this is to perform a content audit. Some businesses have even integrated a content intelligence system to do this for them. However, this might not be an option for bootstrap-budget businesses. Performing a content audit involves assessing all digital assets, separating ads and content by topic, and then seeing which ad contents received the most interaction and when.
On the other hand, this isn’t to say that tracking channel metrics isn’t important; it can still provide a lot of great insight to marketers and decision makers. However, focusing solely on channel likely won’t provide marketers with the results they are looking for.
Integrate an Ad Management Tool
For businesses that use digital signage in their marketing strategies, performing a content audit is easy. By using an ad management tool, such as mediaADNET businesses and marketers can not only manage and organize their digital assets and ad packages by digital space and location, they can easily see which content has generated the most response and leads.
Additionally, by integrating an ad management tool in a marketing strategy, not only can businesses and marketers monitor and analyze content performance and measure the right metrics, they can also guarantee advertising success.
Digital Signage Solutions
Digital signage is a growing marketing medium that has proven to help brands stand apart in our evolving “mobile only” world. Digital signage is a flexible medium, allowing marketers to advertise a plethora of illustrations, videos, and images. By realigning marketing goals and objectives by content rather than by channel, marketers enter a whole new world of making content matter more to audiences.