MODERN CONTENT MARKETING: ESSENCE AND KPI
Abstract
In order to achieve competitiveness in domestic and foreign markets in the conditions of dynamic changes in consumer motivations and technologies of influence on society, enterprises must implement relevant content marketing strategies that very clearly meet the requirements of the time. The purpose of the article is to analyze and systematize approaches to defining content marketing and defining relevant key performance indicators (KPIs) for different stages of the sales funnel. The article analyzes the approaches of different authors to defining the essence of content marketing. A review of the literature and the definition of three dimensions of content marketing made it possible to define it as a tool for exchanging information, creating product value in the eyes of the target audience, as well as attracting, retaining, engaging customers and building long-term relationships with them. The article states that only 41% of companies in the B2B market and 38% in the B2C market have developed approaches to measuring the effectiveness of content marketing strategies. At the same time, the issue of identifying relevant indicators for measuring the effectiveness of content marketing is extremely relevant, as it affects the adoption of strategic goals and directions of the company's development at various stages of its life cycle. The article states that content marketing indicators can be summarized in four main areas: consumption, sharing, lead generation and sales. The author proposed different types of content marketing KPIs for tracking at different stages of the user journey: from brand awareness to engagement or conversion. Indicators that allow you to assess the audience's interest in the Internet resource and its content include traffic, reach, social activity, the number of comments, quotes, reposts, and engagement indicators. Their correct analysis and development of a content strategy will allow you to effectively influence product/brand recognition, create and adjust the company's positioning and unique trade proposition, and increase the level of customer loyalty and trust. Metrics expressed in monetary terms: average cost per customer from advertising, cost per conversion, cost per targeted action, conversion rate, average check, profit margin, ratio of profit to investment in the current content strategy.
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