Content Marketing

Content Marketing
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Croods Engineering

Croods Engineering is a global information technology solutions company offering progressive end-to-end software development, mobile application, enterprise portal, web application, ecommerce development, technical support, enterprise mobility, testing, data & analytic consulting solutions by combining our business domain experience.
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Content marketing’s growing popularity and effectiveness is undoubtable. The Association for Data-driven Marketing and Advertising (ADMA) surveyed Australian marketers in 2013 and found 93% use content marketing. More importantly, 81% are producing more content than they were a year ago and 69% are planning to increase their annual content marketing budgets. 

 

But something is amiss: only 52% of ADMA’s respondents have a content marketing strategy and just 33% rate their organisation’s content marketing as ‘effective’ or ‘very effective’.
If your organisation doesn’t have a content marketing strategy or if you’re not getting the results you’d like, you need to do something about it.
This proposes a simple approach to creating a content marketing strategy – by answering the ‘five Ws’ journalists have been asking for centuries: who, what, where, when and why. Your answers will help you create a content marketing program that directly addresses your business needs

Who are you publishing for?
Content marketing begins and ends with the audience.The better you understand who you’re trying to reach, the more successful your content will be. Depending on your brand strategy and product mix, you may be broadcasting to a wide audience of prospective, new and long-term customers, or your message may be tightly focused on a particular demographic, social group or product user base.

What should you publish?
Humans are producing more information now than at any time in history. So how do you achieve cut-through and give your messages the best chance of being heard above the chatter? It can be helpful to think in terms of content pillars. Each pillar identifies a question, idea or type of information that will be useful to the audience, and each piece of content you produce should align with a pillar.
The pillar concept can also help you clarify what content types will work best. For example, a healthcare company might select three pillars, each of which suggests a content type, such as:
Health is happiness (case studies and customer stories)

Feed your mind (white papers and information sheets)
Visit your doctor (news items and announcements)

Where should you publish?
Once you understand who your audience members are and what types of information you want to share with them, you can determine where to find and make contact with them. For example, you want to ensure that you’re tweeting to the Twitter-obsessed, sending magazines to magazine-lovers
and posting to your LinkedIn or Facebook page for a social media–savvy audience.

A critical early decision is whether to use existing channels (like social media platforms) or to invest in a platform of your own – by creating a new website, newsletter or podcast, for example. Existing platforms offer a wider reach at a lower cost, but they place you at the mercy of policy and platform
changes you can’t control. Creating your own platform will be more expensive at the outset, but will give you full ownership of the information you publish

Why are you publishing?
For your content marketing to be successful it’s vital to set goals and learn how to measure them. For example:
• Have you identified specific outcomes you want to achieve from each content type, such as a certain
number of newsletter subscriptions, document downloads, website hits or Facebook likes?
• Do you have the right mix of key performance indicators to help you gather and monitor data?
• Are you measuring the right things?
That last point may seem trivial, but failing to capture the right metrics can waste time and effort. For example, ADMA’s research tells us that 62% of organisations measure website traffic but only 48% have ‘increased website traffic’ as a goal. This means 14% of organisations are gathering data that,
while interesting, is not directly relevant to their content marketing efforts. It’s also important to get regular internal feedback as your content marketing strategy plays out. Not only will you gain
useful insights by canvassing people across your organisation, you’ll also create deeper engagement and may even help other departments understand how your content marketing efforts are helping them reach their business goals.

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