In the arena of consumer attention, the battle is won by those who deliver the best content.
When coupled with an intelligent distribution strategy, great content is the most efficient way to acquire quality traffic, keep your audiences engaged, and turn customers into raving fans. It’s why 86% of B2C companies report using content in their marketing strategy and 80% say it’s improving engagement.
The challenge for lean marketing teams is creating enough content.
Even a simple blog post can take hours to produce. If you don’t have the budget for a writer, much less a team of content specialists, you’ll need to be a researcher, writer, editor, photographer, social media manager, and data analyst.
The next inclination is to outsource content production. But managing a team of freelancers comes with its own time-consuming task list and is too expensive to scale for most small companies.
It’s easy to see why so many e-commerce marketers feel let down by content marketing.
Have faith, there is a solution.
To win attention and adoration, licensed content is your secret weapon, allowing even the leanest marketing team to punch well above their weight.
What is licensed content?
Licensed content is content created by a trusted, professional publisher that is available for you to use in your own channels and typically lives on your blog or website.
This differs from owned or custom content which is produced in-house or commissioned from a 3rd party producer for a single user.
A third content model, curated content, is a fancy way of saying you aggregate headlines or snippets of other people’s content on your site and link to it. While inexpensive and fast, this technique will push traffic off of your site and can cause copyright headaches if overused.
Why licensed content is so powerful for a growing brand
Each content model has a role to play in a complete marketing strategy. Licensed content is a lean marketing team’s secret weapon for these five reasons:
Speed – Licensed content is turnkey, meaning it’s polished and ready for publication. You can schedule an entire week or month’s worth of licensed content in less time than producing one custom article in house.
Cost – A licensed article typically costs about 75% less than a similar custom piece commissioned from a third party.
Quality – Content licensed from a reputable source has been researched and edited by a team of professional content specialists. They have experience in testing and creating content that engages their specific audience.
Experiential – Licensed content is typically experiential, designed by a publisher to build and engage an audience rather than sell a product. By its nature, a licensed article will speak to the lifestyle your brand is built around.
Breadth – It’s difficult to be an expert in every topic your target audience is interested in. Licensed content allows you to draw from a broad library of topics, locations, and types of content. With this breadth, it is now possible to personalize and localize your marketing campaigns.
What syndicated content can do for your business
The most successful e-commerce marketers are able to inexpensively drive high-quality traffic to their site across channels and keep those visitors engaged over the long haul.
Here’s how a growing brand can use licensed content as fuel to capture and engage those audiences.
Faster time to value – Content marketing is a long game, but you need early results to justify your investment. The speed of licensed content means you will start driving high-quality traffic, engagement, and retention immediately.
More high-quality traffic – By leveraging licensed content in paid social campaigns, you can drive more traffic from audiences that have interests aligned with your brand and product. Instead of saturating your audiences exclusively running product-focused and promotional ads, you can more efficiently fill the top of the funnel with traffic from the right people by promoting licensed content.
Lifestyle brands often have multiple personas for their products. The time savings, low cost, and broad topic-base of licensed content make it possible for a small team to personalize and localize promotion to each persona, further maximizing the efficiency of your prospecting.
Capture more leads and build your brand – Adding licensed content into your promotional mix gives your target audience another reason to come to your site. A compelling pop-up offering more content like this will effectively capture emails from your target audience. In addition to growing a valuable email list, you are also building a tribe who sees your brand as part of a particular lifestyle. With licensed content, you can build a differentiated brand while maintaining your ROI model.
Increase retention – You’ve got their attention, maybe even their business. Now what? If your customer newsletter delivers only product-focused content, you will fatigue your audience very quickly. Consumers are more likely to open emails and share your brand message if they include topics your customers want to read about. Licensed content is perfect for this task.
Improve ROI – The math on this is pretty simple. If you can quickly and inexpensively publish more content, then you can attract more high-quality traffic at a lower cost, generate more leads, and retain customers longer. Licensed content is a winning strategy that will continue to deliver results over time.
How Yakima uses licensed content to acquire high-quality traffic with amazing efficiency.
Yakima, a supplier of car racks, needed to engage a variety of audiences related to different product use cases—-cyclists, paddlers, road-trippers to name a few. But with the typically lean marketing team of a growing lifestyle brand, Yakima didn’t have the internal bandwidth to create all the content they needed.
Knowing they needed to go beyond features and specs to get consumers excited, they turned to Matcha for help. Leveraging the rich library of licensed content and content analytics on their Matcha dashboard, they were able to radically decrease the cost of filling the top of their funnel.
Yakima published articles such as 5 Incredible National Parks for Cycling to their blog, then distributed them through targeted, paid social campaigns.
The results were incredible. By intelligently distributing personalized content to each of their consumer segments, Yakima achieved an astounding $0.07 cost per click (CPC).
Regularly producing content like this was nearly impossible for the hard working Yakima team. But with the help of licensed content, they efficiently captured new, high-quality leads which could then be retargeted, emailed, and sold to more directly.
To learn more about how Yakima grew their business with Matcha, read the entire case study.
Written by Rob Glover for Matcha.
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