The Importance of Content Marketing for Community Managers
Why is content marketing important for Community Managers?
It is deceptively easy for companies to ‘get on Facebook’ or ‘get a Twitter’, and start pushing content out through a firehose. Companies may even make a splash in the beginning. But it’s unsustainable. Furthermore, it’s not serving customers and potential customers terribly well.
Much like any other aspect of modern business, online content requires strategy and structure. Just having content is not enough. It has to be relevant to fans and followers, and be more than something they will just click on and read. Instead, content is for marketing; it is for getting customers and potential customers into the sales funnel and then bringing them along. This is the case whether the sale occurs online or in a brick and mortar store.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
The Numbers Say It All
As Steven MacDonald reminds in The 5 Pillars of Successful Content Marketing, the amount of data being created in two days is more than was created from the beginning of time until 2003. Certainly, that figure is only going to grow. The United States census, in 2012, released an infographic comparing 2012 data on computers and Internet usage with 1997 (when the census first began asking about Internet usage) and 1984 data.
Per the United States census, the percentage of households without Internet has fallen dramatically, from 45.3% in 2003, to 25.2% in 2012. This does not even take into account persons who might not have home access, but are using the Internet at work, school, a café or public library or other such location.
With all of these people online, and all of that content coming at them 24/7/365, the race is less to get any sort of content online, and more to get relevant and preferred content to consumers. When a potential customer is being bombarded with Instagram images of their friends’ lunches and Facebook status updates with pregnant friends’ ultrasounds, gossipy Tweets about celebrities and amusing Tumblr blog posts about upcoming movies, and Pinterest boards with recipes, somehow, some way, a company’s content has got to compete with all of that.
While companies can purchase additional reach and engagement, a more sensible ad spend is to target content more closely to customers’ and potential customers’ preferences and demographics. This is easier and more detailed and better-researched than ever before, due to all of the tracking coding which is embedded in social media. As Avinash Kaushik has said about digital marketing (a term often used interchangeably with ‘content marketing’ but a bit more general, involving the use of digital devices but not necessarily as fully integrating marketing with content types like in true content marketing) and measurement –
The root cause of failure in most digital marketing campaigns is not the lack of creativity in the banner ad or TV spot or the sexiness of the website. It is not even (often) the people involved. It is quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objective set of measures with which to identify success or failure.
Structured thinking and objective measurement can help marketers to create and define success. Content marketing is similar in that it’s studied and planned. Content marketers don’t just put up any old content whenever. They study the various platforms, as Gary Vaynerchuk strongly suggests. Successful content marketers listen to their audience (there’s that idea of measuring again!) and determine what does and doesn’t work. They post their content when their customers and potential customers are online and listening.
Putting Content Marketing Together With Community Management
Community Managers are often tasked with shaping conversations online. This is everything from thanking happy users to publicly addressing complaints to being the first line of communications for public relations problems. But that’s mainly reactive communications. Proactive communications from community managers can and should dovetail with company plans to market to consumers (or to businesses in a B2B organization). Offering helpful, engaging, amusing, and informative content is the job of the community manager as much as the soothing of angry online customers is. Posting the right content, when consumers want to see it, can be the difference between a sale and no sale. Put enough of those together, and jobs and even companies can be on the line. The community manager, doing content marketing right, can bring in business and help a company retain its customers even in troubled economic times.