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Content can also be digital King

Recent years have shown that for many companies a fully digital content
strategy is (still) a bridge too far. Only 4% of the digital campaigns are assessed as successful by responsible managers.

After a thorough analysis, we’ve outlined the main causes of these disappointing results. And we subsequently offer a solution for making digital content campaigns truly successful.

 

Is your customer interested in your content?

At the beginning of 2020, the world was hit by the Covid pandemic. Many digital content campaigns have since been rushed into the market without first developing a clear strategy. They were created out of an internal drive to be digitally active as soon as possible. Under high pressure, the what and how of the campaign were designed and rolled out. However, the why was forgotten.

When developing a digital campaign, it seems obvious that the target group’s most urgent needs have priority. Yet much time, money and energy is invested in creating digital content campaigns without seeking user’s cooperation or input. The result: companies don’t reach their customers.

Many companies have insufficient or no protocols to ensure that their digital campaigns are based on actual customer needs. Even the obvious actions such as talking to customers, doing market research or organising co-creation workshops are often overlooked when developing digital campaigns. Most of the time, organisations rely on internal expertise and opinion, and they focus on what competitors do.

Although this is certainly valuable, the needs of customers change so rapidly that insights based on internal knowledge and experience quickly become outdated.

Furthermore, learning from competitors is important. However, relying on this information too much might be risky. For example, it is difficult to measure how successful a competitor’s digital campaign really is and what works for one company may not work for another. Moreover, imitating successful campaigns often backfires. By not being distinctive, you help the competitor rather than your own company.

Most people are fully aware of the above-mentioned difficulties regarding digital content campaigns and there is also a high sense of urgency to tackle them. But for various reasons, they are often unable to solve these issues independently in the short term.

For this reason, Valueproof has developed a program that helps organisations to work past their internal vicious circles and to launch digital content campaigns that deliver the desired results. Our ‘Digital Content Sharing Platform’ ensures that you:

  • share the right content in the right form on the right channels with your customers;
  • gather opt-in consents easily;
  • measure all relevant customer interactions in real-time;
  • achieve high open and click-through rates.

KAMs and MSLs use our platform on a daily basis and the number of impactful content-driven interactions with their customers increased dramatically. The software is easy to implement and can be integrated with any CRM system. It is user-friendly, flexible and responsive. This allows for rapid scaling in order to meet growing customer demand. Another plus is the ability to locally manage the platform for scientific and promotional content, giving on-site teams full control and autonomy.

It is a highly (cost-)effective total solution that enables you to share the digital content that your customers desire, through one simple ePrint distribution application.

More information Digital Content Sharing Platform

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More info?

Wendy Böhm
Senior Consultant