From click-driven content marketing to value creation

Faith Ocampo Published on January 14, 2016

magnifying-lens-over-social-media-digital-marketing-icons

To target high-value customers, brands must stop producing clickbait content.

In his TIME magazine article, Chartbeat CEO Tony Haile claims that content marketers have gotten a lot of things wrong. He cited logical, evidence-based data to back him up as he, with good reason, criticized writers and editors obsession with web traffic.
Haile challenged marketers and brand strategists with a question that’s impossible to avoid: in a “short-attention world,” how can content marketing still work?

The rise of clickbait content

It’s indeed because of the audience’s plummeting attention span that marketers started to resort to clickbait strategies.
Marketers only have nine precious seconds to captivate their target readers before they start slipping away. In their desperation, brands started writing shorter articles, uploading memes and GIFs, and literally any form of content can be crammed into the impossibly short window they were given. To top it off, these kinds of content are the ones that generate clicks, which means more web traffic.

That’s great, right?

Even social media shares aren’t that reliable, as a lot of people hit the share button without even reading or viewing the web content.

On the surface, sure, it is. The problem with it is that brands are falling short of creating the much-needed value that the audience craves. So what we have is a bunch of potential customers who don t evolve into loyal ones because they care only about what the brand says (read: entertainment value) and not about who the brand really is (read: building great relationships).
The result? On the upside, high clickthrough rates and great exposure. On the downside, brands end up with poor lead generation and low audience engagement.

Plan more, publish less.

The allure of click-driven content marketing is undeniably strong, but most brands would agree that quality relationships with high-value prospects would always beat popularity.
Content marketers, therefore, have a responsibility to encourage customers to move past content shock, or the inability to consume too much media, by delivering valuable and relevant content—one that people actually take time to read or view, comment on, and share.

 

1.     Target high-value customers.

diverse-group-of-people

Picture your ideal customers—who they are, what they do, what makes them ideal, and the types of content that would work on them. Your content strategy must be built around all these things, so make sure that everything you publish has a clearly defined purpose. Carefully choose and plan out the effective topics and the form your message would take.

 

2.     Produce data-driven, journalistic content.

hands-typing-on-laptop-surrounded-by-resources-cameras-smartphones-maps

Click-magnet content will always have a place in your content marketing plan, perhaps to introduce your brand or encourage customers to get to know you even more. And that s where longer-form, higher-value content comes in. Creating data-driven and journalistic content might mean posting fewer articles than usual, but this way, you ll eventually gain credibility and authority in your industry.

 

3.     Monitor engagement, not clicks.

smartphone-with-hi-word-balloon

More often than we think, numbers lie. High clickthrough rates and surging web traffic don t always equate to high engagement. Even social media shares aren t that reliable, as a lot of people hit the share button without even reading or viewing the web content. However, if people are talking about what you published, that means you ve caught their attention.

 

A marketing strategy that brings you closer to your business goals is a winning strategy. Thus, every piece of content you produce must reflect who you are as a brand and give customers a sneak peek of the value you can promise to them. As more and more brands recognize that clickbait, low-value content will always fail to do this, we might gradually see a shift from web traffic-oriented marketing into a value-creating one.
 
 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
Join us on facebook
Open Access BPO 3 days ago
Of course, #CallCenter leaders want only the best talents for their teams, but the best talents are also looking for the best experiences from their prospective workplaces.

High performers would consider these factors as they choose the right #ContactCenter to work for: https://buff.ly/3TQnokB

-----------
Get only a diligent , highly-skilled team working on your brand's #CX when you outsource with us: https://buff.ly/3vXYK9z

#WeSpeakYourLanguage
#outsourcing #CallCenters
#CustomerSupport #recruitment
#EmployeeManagement
Open Access BPO 3 days ago
#CallCenter agents thrive with strong leadership. Great team leaders provide direction and motivation, which fuels agent success and exceptional #CustomerExperience.

But what holds leaders back?

Here are the pitfalls that can sabotage your leadership (and get expert tips to become an exceptional leader!) https://buff.ly/3vO1Blo.

----------
Upgrade to a better #CustomerSupport.

Contact Open Access BPO today to build your dream #CX program with our expert team and visionary leaders: https://buff.ly/3JeSHRe

#WeSpeakYourLanguage
#CallCenterLeadership #CallCenterManager
#ContactCenterLeader #CallCenterSuccess
#EmployeeEngagement #TeamLeadership
Open Access BPO 6 days ago
𝗪𝗵𝗲𝗻 𝗰𝗵𝗼𝗼𝘀𝗶𝗻𝗴 𝗮 #𝗖𝗮𝗹𝗹𝗖𝗲𝗻𝘁𝗲𝗿 𝘁𝗼 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝘄𝗶𝘁𝗵, 𝗳𝗶𝗻𝗱 𝗼𝘂𝘁 𝗷𝘂𝘀𝘁 𝗵𝗼𝘄 𝗮𝗴𝗶𝗹𝗲 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝗮𝗿𝗲.

See how they've adapted in rapidly evolving situations, find out how they will help your brand thrive even in the most volatile of circumstances.

𝗔𝗴𝗶𝗹𝗶𝘁𝘆 𝗶𝘀 𝗮 𝗿𝗲𝘀𝘂𝗹𝘁 𝗼𝗳 𝗮 𝘀𝗲𝗿𝗶𝗲𝘀 𝗼𝗳 𝗴𝗼𝗼𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗱𝗼𝗻𝗲 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆 𝗮𝗻𝗱 𝘁𝗵𝗼𝗿𝗼𝘂𝗴𝗵𝗹𝘆.

Here are 5 things only agile #CustomerSupport firms do differently: https://buff.ly/3vHpLOC

----------
We hyper-customizes our programs for every partner, industry, and market.

Contact us today so we can start planning your program, processes, and tea: https://buff.ly/3U9wASv

#WeSpeakYourLanguage
Open Access BPO 6 days ago
Each generation has its unique expectations and preferences from the brands that cater to them.

𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫 𝐡𝐨𝐰 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐯𝐚𝐫𝐢𝐞𝐬 𝐚𝐜𝐫𝐨𝐬𝐬 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐥𝐞𝐚𝐫𝐧 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐬𝐚𝐭𝐢𝐬𝐟𝐲 𝐞𝐚𝐜𝐡: https://buff.ly/4aJA4k6

----------
Expand your reach and cater to diverse markets with our 24/7 multilingual services: https://buff.ly/3PVqnH7

#WeSpeakYourLanguage #CX
#CustomerSatisfaction #CSat
#CustomerService #CustomerSupport
Open Access BPO 10 days ago
Open Access BPO CEO Benjamin Davidowitz recently organized an Easter community initiative in Poblacion, a district within Makati City, Philippines.

The event is part of his annual tradition, which aims to provide nutritious meals to those in need while bringing smiles to children through balloon giveaways.

This year commemorates the 7th consecutive year of the initiative, facilitated with the support of volunteers from Open Access BPO, who assisted in distributing 1,000 meals and 700 balloons.

Read the full article to learn more about this heartwarming initiative:
https://buff.ly/3vCzhm6

#WeSpeakYourLanguage
#OABPOcares #CorpSocialResp
Open Access BPO 16 days ago
Customers are more likely to stay loyal to brands that build meaningful ties with them. This entails conversational interactions.

If your agents are still not adopting a humanized tone, you need to update your #CustomerService strategy: https://buff.ly/4a5p4NU

----------
Supercharge #CustomerExperience with our skilled teams, hyper-customized ops strategies, training programs, and optimized tech tools: https://buff.ly/3IVyWhl

#WeSpeakYourLanguage
#CustomerSupport #CX
#CSat #CustomerSatisfaction
Open Access BPO