Email marketing the most effective content marketing tactic
There are many exciting content marketing techniques out there and it is easy to get caught up in them all. But it is important to remember that not all methods will be effective in engaging your target audience.
A US study by marketing technology company x+1 in partnership with Research Now looked into the various strategies marketers consider effective, and compared them to consumer attitudes.
Creating a personalised web experience was the technique thought to be most effective by 87 per cent of marketers. However, only 16 per cent of consumers said this method significantly influences their purchasing decisions.
Although it may not be the latest content marketing technology, email marketing proved to be the most effective technique. The study found that 25 per cent of consumers believe the technique is valuable, and so do 82 per cent of marketers.
Australian trends resemble these. A recent report from The Content Marketing Institute showed that 73 per cent of Australian marketers believe eNewsletters, a key component of email marketing, are the most effective tactic.
Social media and news articles are the most popular tactics with Australian businesses, with 84 per cent of content marketers including them in their content strategies. But eNewsletters are also very popular, with 82 per cent using them.
Although it is important for businesses conducting content marketing to be up to date with the latest technology, it is crucial to consider the needs of consumers and what would be the most valuable for them.
Posted by Dylan Brown