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Marketing

#DCS2016: How to get the right digital content to the right people

Content marketing is ineffective if it doesn't reach the right audience.

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A panel of experts at The Digital Content Summit 2016 in London discussed how best to ensure that the right content gets to the right people at the right time.

Sam Taylor, brand marketing director at Direct Line, said:  “The problem is understanding what challenges you have along your customer journey that content marketing can fulfill…

“It’s not just about videos people love –  it’s about what is the problem they are trying to solve and does it solve that problem?”

To create effective digital content that is actually of use to customers, it is important that teams have clear objectives in mind at the start of a project.

Eric Bernhard, ecommerce insights manager at Dixons Carphone, said: “Before they do anything, they have a goal… That’s the key for me.

“That they have a goal and it’s something that can be measured through a KPI.”

But firms should be warned that straightforward traffic numbers are not always the best way to determine the success of digital content marketing.

Some of the users viewing it may be outside of the business’s target audience, while other hits could come from bots and other sources that won’t be buying products.

Matt Cory, managing director of Spark at the Telegraph Media Group, said: “If you, as a brand, get 10,000 of the right people to use it, and you convert them, and you get the right people, you can make a lot of sales.”

“Reach is irrelevant,” said Bernhard. “If you reach 10 million people and only one buys, you still only sold a dollar of stuff. You have a dollar in your pocket and that’s all that matters.”


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Click here to catch up on our coverage from The Digital Content Summit 2016.