Thursday, November 29, 2012

Content Marketing confusion

I think there’s a huge confusion over what Content Marketing is (for example, even the Wikipedia entry defining what it is gets very confused). 

In my opinion, Content Marketing is not just about acquisition of visitors via sharing, search, syndication and so on… it is about engagement. Or in other words, about getting users to come back to your site once they have already visited. Therefore an important success criteria is not just the typical ones such as visitors and subsequent conversions. It is also about returning users and how frequently they come back to your site.

Let's also be clear, content marketing is not search engine optimisation. Although the two are potentially mutually beneficial, SEO deals with the optimisation of the code, configuration and the content of the site. SEO is also typically is seen as a way of acquiring visitors who convert… not a way of retaining them.

Therefore an admission... I need to make an amendment to my recent presentation on content marketing optimisation, where I show the feedback loop from both search rankings and website analytics.

The example KPI's I give as the metrics to use to update content are visits & visitors, bounce rates and conversion. However I didn't give engagement or return frequency as one of these figures... and should have.

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