In the digital landscape, where strategies reign supreme, two powerhouse concepts have emerged as titans of the marketing arena: Content Marketing and Multi-Touch Attribution (MTA). Marrying MTA with Content Marketing can be like pairing a master detective with a gifted storyteller. Let’s decode the differences between these two strategies, explore their benefits, and shed light on how they can harmoniously work together to supercharge your marketing efforts.
Content Marketing: Perks of Being a Storyteller
Picture yourself around a campfire, captivated by an enthralling story. Now, imagine that story is about a brand or product, and instead of a campfire, you’re scrolling through your phone or reading a blog post. That’s the magic of content marketing at its core: storytelling that engages and educates, not just advertises.
Content Marketing is like being a storyteller for your brand, weaving narratives that captivate, inform, and inspire. Instead of shouting “Buy this!” from the rooftops, you’re sitting down with your audience, saying, “Let me share something you might find interesting.” It’s a shift from selling to meaningful engagement, turning brands into trusted publishers and products into compelling tales.
Why Content Marketing Is a Game-Changer
Quality content can establish your brand as an industry expert. If readers consistently find value in your content, they’ll come to trust your brand and its message. Through insightful blog posts, e-books, infographics, and videos, Interior designers seeking inspiration and building product brands looking for innovation will be drawn to your expertise.
Drive Organic Traffic:
Content that incorporates relevant keywords helps your website rank higher on search engines. This means that when someone searches for “innovative building materials” or “timeless interior design,” your content appears. With search engines prioritizing high-quality, relevant content, a strong content marketing strategy can boost your SEO, making it easier for customers to find you.
Content Marketing isn’t a one-off interaction. It’s a story, a conversation. By narrating success stories, sharing design trends, or offering tips, you capture your audience’s imagination and keep them returning for more. And by continuously providing value, you can cultivate long-term relationships with your audience, turning casual visitors into loyal customers.
So, How’s it Different from Multi-Touch Attribution?
Content Marketing is about planting and nurturing ideas and relationships, Multi-Touch Attribution’s got its magnifying glass out, tracking every step taken along the way by your audience.
Multi-Touch Attribution: Perks of Going Detective Mode
Multi-touch attribution is the process of determining which marketing touch points a consumer encounters and assigning a value to each of them – from social media to email campaigns to website visits. MTA is like having a map of your customer’s journey, allowing you to see every pit stop, detour, and final dash they made before reaching the treasure of conversion. This approach helps marketers understand which touch points (or combinations thereof) are most effective and how they influence the decision to convert.
With that map in hand, marketers can make informed decisions, optimize their strategies, and ultimately discover even more treasure in the vast digital landscape.
Why MTA is a Big Deal
Get The Complete Picture:
Instead of giving all the credit to the last touchpoint (like the final ad a user clicked on before buying), MTA looks at the entire journey. So, if a user saw a Facebook ad, read an email newsletter, and then clicked on a Google ad before purchasing, MTA helps you know and value each of those interactions.
By knowing which touchpoints are most effective, marketers can allocate their budget more efficiently. Why spend heaps on a flashy billboard if your data suggests online video ads drive more conversions?
If you see a pattern – say, customers who engage with a specific type of content are more likely to convert – you can tailor future campaigns to capitalize on this insight.
So, How’s it Different from Content Marketing?
Multi-Touch Attribution is like a detective’s toolkit, where you analyze clues to deduce patterns. Content Marketing crafts the clues themselves, creating engaging narratives that resonate with your audience’s aspirations.
Better Together: Content Marketing and Multi-Touch Attribution
Pairing Multi-Touch Attribution with Content Marketing can be like putting a master detective to work with a gifted storyteller, where insights meet engagement. Let’s break down how these two can harmoniously work together to supercharge a marketing strategy.
- Informing Content Strategy: MTA provides a deep dive into which touchpoints your audience interacts with most before converting. And by understanding which touchpoints are influential, marketers can discover what topics or content types resonate most.
- Content Placement & Distribution: MTA can highlight which channels are most effective for content distribution. And by analyzing when consumers engage with content during their journey, marketers can optimize when to release new content or when to repost/resurface older, evergreen content.
- Personalized Content: Using insights from MTA, marketers can customize content for specific audiences. If a segment of interior designers frequently interacts with video content before a purchase, crafting more videos tailored to that demographic would be the smart decision.
- Budget Allocation: By understanding which content pieces and channels contribute most to conversions, marketers can make informed decisions about where to allocate resources, ensuring the most bang for their buck.
- Continuous Feedback: MTA provides feedback on content performance. If a new content format or topic isn’t contributing to the conversion path, marketers can quickly pivot and refine messaging and presentation based on what leads to actual conversions.
While Content Marketing tells the brand story, MTA tracks how this story is consumed, where it resonates, and where it falls flat. By combining the narrative power of Content Marketing with the analytical prowess of MTA, marketers can craft stories that not only captivate but also effectively drive conversions.
Learn how ultraviolet can help take your marketing strategy to the next level. Contact us today.