04 August 2016
The campaign will always be a major part of a company's strategy in both B2B and B2C marketing. With a history of being short-term, one-way push marketing initiatives, campaigns can be very effective in driving sales and are easily measured for ROI. Campaigns also generate spikes of engagement.
But the nature of a spike is that it can suffer a big drop, leading to periods where there is no engagement at all. In that lull another brand could win your customers' attention, one that markets more consistently over time.
Advances in technology have changed the game. Through content and social media, customers have a multitude of ways that they can access information about a company. This means an individual campaign designed for a short-term win can get lost in the noise.
As we see with our own clients, the best examples of success come when they use multiple channels to address all points of a customer journey, resulting in long-term relationships with customers. Content marketing establishes such relationships effectively because it fosters better communication between a brand and its customers. It also reflects the real-time nature of online conversations. Done well, content marketing won't lead to spikes of high engagement crossed with low engagement. It leads to a constant level of engagement, which fosters a greater sense of community and brand awareness.
Putting in place an always-on content marketing strategy is easier said than done, but here are few basic points to consider:
Of course, campaign marketing still has its place. Although this post focuses on building a long-term always-on marketing strategy, campaign marketing still has its place. If you have the budget, a good campaign can be very effective. The quick wins are also necessary.
For example, if you're looking attract attendees to an event or have people watch a webinar, or gain leads though a report you've released, you might want to use paid advertising through search or social media to reach as much of your audience as quickly as possible.
The best-case scenario is one in which you are committed to a long-term content marketing strategy, with room for quick-win campaigns, depending on your need and budget. This way you'll be constantly engaging with your audience, as well as creating short-term spikes with no lulls.