Snackable and measurable

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ritu2000
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Joined: Sun Dec 22, 2024 8:18 am

Snackable and measurable

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In our blog series on buzzwords and trends, we are devoting ourselves to content marketing again today. Read about the different types of content, what snackable content and storyscaping mean, and how you can measure the success of content marketing campaigns.

After having informed you in another part of the series about the reasons for content marketing and current hypes such as augmented reality and shareability, in this article we will address the questions: How should the content be structured and how can success be measured?

Snackable Content – ​​not just for those in a hurry
Agency owner Jörg Adams writes aptly in his DigitalWiki :

When it comes to information, it doesn't always have to be a three-course meal to satisfy your hunger.

Content marketing doesn't just work in the form of white papers, blog posts or microsites; small information snacks - so-called snackable content - also meet the needs of the target group. The spectrum ranges from tweets to memes to Vines. It's important that the quality of the posts doesn't suffer because of the brevity, and the information snippets should be available regardless of the device. Of course, there are also reasons for long-form content; Forbes, for example, names these three: more personality, authenticity and trustworthiness.

Endless storytelling: Storyscaping
Good, relevant content is the basis for content ecuador number dataset marketing. Companies rely on storytelling for this - they tell stories and address topics and occasions that move their customers. If that isn't enough, they can take the approach further, like the agency SapientNitro, which caused a stir with its storyscaping approach . The aim of this concept is to create entire worlds that consumers can immerse themselves in anytime and anywhere. The system can include several hundred channels - including mailings and newsletters, of course. Individual content-oriented campaigns provide an ideal starting point here.

How do you measure the success of content marketing campaigns?
Reactivated Sleepers Timeline

Regardless of which form of content and intensity of content marketing you choose, one question always arises: How can the success of such a campaign be evaluated? Depending on the campaign and objective, a wide variety of key figures are available. An example here is an email campaign from a large mail order company. The aim was to reactivate so-called sleepers, i.e. recipients who had not shown any sign of life for at least 90 days, and thus ultimately increase the number of recipients again.

Instead of traditional product communication, the mail order company relied on an editorial newsletter with daily news, weather and horoscopes. The numbers speak for themselves: 905,000 of 2.6 million inactive recipients were reactivated. That is 35 percent. The cost of the campaign was 153,000 euros. The retail customer would have had to invest around 360,000 euros to purchase new active addresses in order to get the same proportion of active recipients. You can find out more about the content and implementation of the campaign in our detailed white paper on content marketing as a reactivation tool .
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