{"id":57344,"date":"2019-07-26T00:00:00","date_gmt":"2019-07-25T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2019\/07\/26\/generating-impactful-content\/"},"modified":"2019-07-26T00:00:00","modified_gmt":"2019-07-25T22:00:00","slug":"generating-impactful-content","status":"publish","type":"post","link":"https:\/\/llyc.global\/en\/ideas\/generating-impactful-content\/","title":{"rendered":"Generating impactful content"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; _builder_version=&#8221;3.0.47&#8243;][et_pb_row custom_padding=&#8221;16.7882px|0px|3px|0px&#8221; _builder_version=&#8221;3.0.47&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Introducci\u00f3n&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<h1>Introduction<\/h1>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introducci\u00f3n&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<p>The most effective and profitable companies are those who have <strong>digitally transformed<\/strong> themselves using a partnership between <strong>communications and marketing<\/strong>. Consultancy firms specializing in strategy, communications and marketing now collaborate more closely than ever before, offering clients multifaceted solutions for our modern world. The centerpiece of this previously unimaginable union is content.<\/p>\n<p>But <strong>what is content?<\/strong> It is what happens when a company shares any expression\u2014intentional or otherwise\u2014that leaves an impression on the receiver regarding that company\u2019s brand, product or service. A chatbot\u2019s script in a call center, an Instagram story, a blog post and a reply from Amazon\u2019s Alexa are all examples of content. The data generated from content (number of clicks, number of visitors, reading time, subject, related keywords, etc.) then becomes a company\u2019s nexus of strategic information.<\/p>\n<p>People think, browse and consume content with very different goals. Companies\u2019 content-generated goals must change, as we no longer merely gather information, but also interact, express ourselves, gain attention and offer enjoyment and entertainment. Put simply, <strong>sales no longer equal success<\/strong>.<\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Las formas del contenido&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<h1>Forms of Content<\/h1>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Las formas del contenido&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<p>We can define <strong>three distinct types of content:<\/strong><\/p>\n<ul>\n<li><strong>Corporate <\/strong><strong>Content: <\/strong>This content relates to the company\u2019s values, mission statement and reputation. It includes media relations, reputation and crisis management, brand expression, public and investor relations, events, engagement, social responsibility initiatives, etc.<\/li>\n<li><strong>Content Marketing:<\/strong> This content entails a major commitment to personalization and automation. Its purpose is to raise interest and stimulate audiences to seize leads, uncover acquisition opportunities and increase brand loyalty, leading to retention and positive word-of-mouth.<\/li>\n<li><strong>Disruptive Content: <\/strong>Traditionally known as advertising, this type of content covers traditional media, billboards, mass email marketing, cold calling, digital banners, remarketing, etc.<\/li>\n<\/ul>\n<p>The combination of these three content types has made the traditional push-and-pull of past monodirectional corporate structures obsolete. The current digital transformation offers a <strong>higher degree of interaction and content personalization<\/strong>, with a greater scope\u2014and therefore impact.<\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Estrategias para plantear un plan de contenidos de atracci\u00f3n&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<h1>Strategies for Content Marketing<\/h1>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<p>At present, 90 percent of impactful marketing and communications are carried out, directly or indirectly, within the context of a company\u2019s <strong>digital ecosystem<\/strong>. Whether developed by the marketing or communication department, any digital ecosystem must be guided <strong>by five strategic goals:<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Destacado \/ Listado&#8221; _builder_version=&#8221;3.1.1&#8243; background_color=&#8221;#e6eef4&#8243; custom_padding=&#8221;30px|30px|30px|30px&#8221;]<\/p>\n<ol>\n<li><strong>Generate traffic to the platform, website, blog or loyalty club.<\/strong> Content should be created with a focus on improving traffic and lending credence to messaging, thus increasing interaction, content usability, loyalty and retention.<\/li>\n<li><strong>Increase engagement<\/strong> <strong>and recommendations.<\/strong> To achieve this goal, content should focus on raising awareness of the brand, product or service.<\/li>\n<li><strong>Avoid bouncing and fleeing. <\/strong>The digital ecosystem allows heightened awareness of customer experience, which helps companies create content with an eye to changing expectations.<\/li>\n<li><strong>Increase conversion. <\/strong>Though it is often defined as the purchase of a product, there is also digital conversion via this type of content.<\/li>\n<li><strong>Launch a product, service or brand <\/strong>in the market. The ultimate goal of content marketing is to facilitate the successful launch of a new brand, product, service or platform. As such, <u><a href=\"https:\/\/ideas.llorenteycuenca.com\/2018\/10\/digital-experience-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">content tone, format, frequency and goals are similarly structured in terms of these stages.<\/a><\/u><\/li>\n<\/ol>\n<p>[\/et_pb_text][et_pb_image admin_label=&#8221;Image Web&#8221; disabled_on=&#8221;on|on|&#8221; _builder_version=&#8221;3.1.1&#8243; src=&#8221;https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/07\/grafico_web_ENG-1.jpg&#8221;]<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_image][et_pb_image admin_label=&#8221;Image Web&#8221; disabled_on=&#8221;on|on|&#8221; _builder_version=&#8221;3.1.1&#8243; src=&#8221;https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/07\/grafico_web_ENG-1.jpg&#8221;]<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_image][et_pb_image admin_label=&#8221;Image mobile&#8221; disabled_on=&#8221;||on&#8221; _builder_version=&#8221;3.1.1&#8243; src=&#8221;https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2019\/07\/grafico_movil_ENG-2.jpg&#8221;]<\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_image][et_pb_text admin_label=&#8221;Medici\u00f3n del Plan de Contenidos de Atracci\u00f3n frente al Negocio&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<h1>Measuring Content Marketing Strategies against Business Strategies<\/h1>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Medici\u00f3n del Plan de Contenidos de Atracci\u00f3n frente al Negocio&#8221; _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<p><strong>Peter Drucker <\/strong>(1909-2005), the father of modern business management, is credited with the well-known maxim \u201cIf you cannot measure it, you cannot improve it.\u201d As such, all content marketing plans must relate directly back to the company\u2019s business and operations. Below are ten <strong>KPIs<\/strong> that every marketing or communications director should consider when creating this\u2014or any\u2014<strong>type of content<\/strong>:<\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Destacado \/ Listado&#8221; _builder_version=&#8221;3.1.1&#8243; background_color=&#8221;#e6eef4&#8243; custom_padding=&#8221;30px|30px|30px|30px&#8221;]<\/p>\n<p><strong>1. RETURN ON INVESTMENT (ROI): <\/strong>ROI = (Benefit \u2013 Investment)\/Investment<\/p>\n<p><strong>2. AVERAGE REVENUE PER ACCOUNT (ARPA): <\/strong>ARPA= Total revenue obtained\/Total active accounts<\/p>\n<p><strong>3. CUSTOMER ACQUISITION COST (CAC): <\/strong>CAC= Marketing costs\/Number of customers<\/p>\n<p><strong>4. CAC PAYBACK PERIOD: <\/strong>CAC payback period= CAC\/ARPA<\/p>\n<p><strong>5. LIFETIME VALUE (LTV): <\/strong>LTV = ARPA x Average time spent<\/p>\n<p><strong>6. CAPTURE PROFITABILITY RATIO (CPR):<\/strong> CPR= LTV\/CAC<\/p>\n<p><strong>7. MONTHLY RECURRING REVENUE (MRR)<\/strong><strong>: <\/strong>MRR= ARPA x Total number of customers<\/p>\n<p><strong>8. CHURN\/ABANDONMENT RATE: <\/strong>Churn = (Customers lost\/Initial customers) x 100<\/p>\n<p><strong>9. CLICK-THROUGH RATE (CTR)<\/strong><\/p>\n<p><strong>10. NET PROMOTER SCORE (NPS): <\/strong>NPS = Promoters (%) &#8211; Detractors (%)<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;3.1.1&#8243;]<\/p>\n<p>Most successful digital transformations begin with communications and client interaction. Unlike digital transformations centered around IT or systems, this investment is gradual, so immediate supplementary benefits and short-term income can help ease the transition. Business- and stakeholder-centered content marketing, digitalization and all the steps necessary to achieve those things (personalization, automation, experience, recommendations and data), can and will come together to thoroughly <strong>transform your company.<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The most effective and profitable companies are those who have digitally transformed themselves using a partnership between communications and marketing. Consultancy firms specializing in strategy, communications and marketing now collaborate more closely than ever before, offering clients multifaceted solutions for our modern world. The centerpiece of this previously unimaginable union is content.<\/p>\n","protected":false},"author":4,"featured_media":57346,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-57344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v24.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Generating impactful content - LLYC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/llyc.global\/en\/ideas\/generating-impactful-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generating impactful content\" \/>\n<meta property=\"og:description\" content=\"The most effective and profitable companies are those who have digitally transformed themselves using a partnership between communications and marketing. 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