In the realm of marketing, the distinction between growth marketing and content marketing has long been recognized. These two domains have been perceived as distinct teams with separate objectives. However, at Omniscient, we firmly believe that true marketing prowess stems from a foundation of growth. In this perspective, content marketing isn’t a standalone entity but an integral part of the growth strategy. In this article, we delve into the reasons why data-driven content marketing holds paramount importance and how one can effectively pursue this approach.
Growth marketing, in its essence, encompasses all marketing endeavors with a specific purpose directly tied to business objectives. A growth marketer employs meticulously measured metrics to advocate for projects, elucidating how they will impact overarching goals. Ideally, this metric-driven approach should be the modus operandi for every marketer. The digital era has empowered marketers to scrutinize a plethora of metrics that were hitherto untraceable. Consequently, the cultivation of a growth mindset and the monitoring of performance should transcend the confines of a dedicated growth team, encompassing every facet of the organization.
Traditionally, content marketing often met a dead end upon the conversion of a lead. This signaled a shift in responsibility to sales, customer success, or retention teams. Allie Decker, Head of Content at Omniscient, succinctly defines content marketing as the creation of content to engage, pique interest, and ultimately convert audiences—predominantly within the acquisition sphere and at the top of the sales funnel. Nonetheless, recognizing the potential for content experts to be involved throughout the entire customer journey is pivotal. Content teams should aspire to take ownership across the funnel or at least hold a representative presence in each stage.
While content creation might be distributed across various teams, the cardinal error lies in maintaining these teams in isolation. The organizational structure might position different teams under separate departments, each offering contextual insights peculiar to their roles. Alex Birkett, Co-Founder of Omniscient, emphasizes that the organizational structure is secondary; what holds paramount importance is the seamless flow of communication and collaboration between teams. Insights from content consumption prior to a prospect’s entry can significantly inform product development, just as tactical content from within the app can enrich educational blog content.
The process of content creation often involves generating an extensive list of content ideas without a clear evaluation of actual necessity. Embracing a data-driven content approach necessitates commencing with data models that establish Return on Investment (ROI), subsequently reverse-engineering content creation. For instance, Omniscient’s approach involves commencing with targeted keywords, forecasting growth and traffic, and evaluating content’s potential impact prior to creation. This pragmatic approach acknowledges that content isn’t a universal solution but rather a strategic tool. A growth marketer weighs content investment against anticipated returns before committing resources.
While quantifiable data remains a cornerstone, the value of qualitative insights and content centered around hypotheses is incontestable. Often, the crucial aspect of growth—one’s rationale for particular strategies—goes unnoticed. Even in the absence of substantial numerical data, it’s imperative to maintain a logical and reasoned approach to content creation. Omniscient’s instance of launching the “Kitchen Side” podcast branch illustrates the idea. Based on a hypothesis, it aimed to bolster thought leadership and credibility. While devoid of quantifiable metrics, the feedback received has been invaluable.
In the amalgamation of content marketing and growth marketing, the crux lies in the persistent pursuit of purpose and goal. Whether rooted in data or stemming from a hypothesis, a growth mindset underscores both realms. Through this integration, marketing efforts transcend conventional limitations, embracing innovation, collaboration, and a holistic view of the customer journey. At Omniscient, our belief is simple: marketing isn’t compartmentalized—it’s an evolving playbook, eternally linked to growth.
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