Quantcast
Published On: Thu, Aug 1st, 2019

Actionable Content Marketing – Buzz Word or Best Seller?

It seems as though in every generation a string of advertising buzz words hit the news, some of them authentic and others just catchy phrases used by the likes of Madison Avenue to generate new clientele. In 2015 the hype is all on something being referred to as actionable content marketing and so you will see this, in one form or another, being used by literally every marketing company around the globe. But is it just another buzz word that will fizzle off into obscurity like so many others or is there some real substance to the concept? Let’s take a look at what it is and then you can form your own conclusions.

What Exactly Is Actionable Content Marketing?

Perhaps the best way to answer a question in this case is with a question. Does your marketing elicit a response from your audience? In other words, how many clicks do you get on links to landing pages whether from paid advertisements, blogs, guest articles, social media posts and so on? Actionable content marketing is simply a technique used to prompt the person viewing your ad to click through to a page where the product or service is offered for sale. That’s it in a nutshell. If a person acts based on what they have seen or heard, you have created as successful actionable marketing strategy – at least on a small scale. But is that enough? Probably not!

donkeyhotey donkeyhotey.wordpress.com

donkeyhotey donkeyhotey.wordpress.com

Mission Critical – Provoke an Emotional Response

Now then, the first rule of advertising (if it isn’t it should be!) is to spark an emotional response in your audience. This is mission critical and if you fail, your campaign will almost certainly be a bust. It has been proven that marketing based on provoking emotional responses from the target audience are the most successful. Time and again we see the big chains like McDonald’s and Coca Cola go right to the heart of their audience. These companies with a long history of success have learned to capitalize on the emotions of consumers. Just look what Coca Cola has done with their newest labeling strategy? Now consumers can buy Coke products with their names right there on the label! The hottest sellers are those with the names of family and friends and if love isn’t an emotion, what is?

Striking the Right Emotion in Your Target Audience

Now here’s where actionable content market gets really tricky! Each product or brand is not going to market to the same types of audiences. If you don’t choose your marketing company carefully you could be paying a great deal of money for ‘generic’ advertising. It takes a special breed of marketing firm that has a solid understanding of human nature. Targeted actionable marketing needs to be very precise in both placement and content. There is a solution to this dilemma and it is really quite simple. Don’t pay for advertising unless it yields results!

A New Generation of Actionable Marketing Is Born

Although it has been around for a little over a decade, performance marketing is recently heading the news. Here, companies like ClickBooth guarantee that only ads that generate leads or sales will be paid. They specialize in taking successful clients with an already established following and increase their leads many, many times over. This is only possible because CB is highly selective on their affiliates and unless the sites wishing to run their actionable marketing ads have high volumes of traffic, they will not contract with them. It’s a win-win situation. The business doesn’t pay unless the actionable marketing content elicits the desired response and the affiliate advertiser gets paid because they see high volumes of traffic and are good at getting that emotional response. That’s actionable and performance marketing at their very best.

Let’s Look at What We Know

So is actionable content marketing a buzz word or is it a bestselling marketing strategy? Of course it’s a buzz word because it is a relatively new term in the world of marketing. But is it also a bestselling marketing strategy? Historically, salesmen have been using it for centuries! From those infamous ‘elixirs of life’ sold from horse drawn carts to Coca Cola’s personalized labels, marketers have played on the emotions of their audience since time immemorial to get the desired response. They create a need and then proceed to tell you how to act in order to fulfill that need. In this light, you could say that it is a new way of looking at an old trick.

“A rose by any other name would smell as sweet…” William Shakespeare

Guest Author: Carol Trehearn

Top Ideas to Increase Legal Literacy among People

Netflix down 130K subscribers, lost $594 million as they overspend for programming

Top Strategies to Promote your Law Practice

 

On the DISPATCH: Headlines  Local  Opinion

Subscribe to Weekly Newsletter

* indicates required
/ ( mm / dd ) [ALL INFO CONFIDENTIAL]

About the Author

- Outside contributors to the Dispatch are always welcome to offer their unique voices, contradictory opinions or presentation of information not included on the site.

Tags
Displaying 2 Comments
Have Your Say
  1. European Capital's Affiliate Invested EUR 25 Million In Unitranche Bonds To … | My Blog says:

    […] Actionable Content Marketing – Buzz Word or Best Seller? Actionable content marketing is simply a technique used to prompt the person viewing your ad to click through to a page where the product or service is offered for sale. That's it in a nutshell. If a person acts based on what they have seen or heard … Read more on The Global Dispatch […]

  2. Actionable Content Marketing – Buzz Word or Best Seller? - News Aggregator says:

    […] Read more at The Global Dispatch Related News 5 Actionable Twitter Marketing Tips I remember the days when Twitter was just hitting mainstream use, there was a lot of misunderstanding floating around.And there still is, for businesses at least.Sometimes, if you are in … READ MORE Office Depot refuses to print Planned Parenthood protest material over the word ‘prayer’ Thomas More Society has sent a demand letter to Office Depot, challenging the company’s refusal to print religious flyers for customer Maria Goldstein at its Schaumburg, IL location as discrimination … READ MORE 7 Ways To Be An Effective Social Seller Virtually all of us sell something. Some sell products, others sells services. And some of us have to sell our ideas in order to convince our leaders and team members … READ MORE Word of the Day | lucre This word has appeared in 12 New York Times articles in the past year. Source:: Word of the Day | lucre READ MORE Word of the Day | cringe This word has appeared in 159 New York Times articles in the past year. Source:: Word of the Day | cringe READ MORE Word of the Day | aboriginal This word has appeared in 88 New York Times articles in the past year. Source:: Word of the Day | aboriginal READ MORE No Such Thing as Content Marketing: How Content Fuels the Entire Buyer’s Journey Over the last several years, content marketing has become a household name among the B2B marketing community. There are conferences dedicated to it, careers built upon it, and technology to … READ MORE The Story of Content: New Documentary Charts the Rise and Rise of Content Marketing Content marketing continues to grow like crazy, with one research report boldly predicting that by 2019 it will become a 300+ billion industry.A growing number of brands – ranging from … READ MORE 5 Actionable Twitter Marketing Tips Office Depot refuses to print Planned Parenthood protest 7 Ways To Be An Effective Social Seller Word of the Day | lucre Word of the Day | cringe Word of the Day | aboriginal No Such Thing as Content Marketing: How Content The Story of Content: New Documentary Charts the var hupso_services_c=new Array("twitter","facebook_like","facebook_send","google");var hupso_counters_lang = "en_GB";var hupso_image_folder_url = "";var hupso_url_c="";var hupso_title_c="Actionable Content Marketing – Buzz Word or Best Seller?"; […]

Leave a comment

XHTML: You can use these html tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

Sign up for our Weekly Newsletter



Categories

Archives

At the Movies



Pin It