Is building a compelling brand narrative a solution for navigating the challenges of performance marketing?
Just as fatiguing as it sounds, content fatigue is detrimental to digital marketing. Especially, if the content is not engaging enough, it can result in low conversion rates.
The marketplace is congested with short-term trends and long-term business goals, where audiences are dealing with an incomparable number of ads and content.
In a simpler term? Ad saturation.
This is a challenge for digital marketing. Creating high-quality and valuable content is complicated, and time-consuming, and the digital landscape is already crowded.
Content matters, particularly compelling and relevant ones, but for business growth? Quantifiable results take the driver’s seat.
And the audience fatigue when it comes to dealing with stale and irrelevant content influences these results. As the trends tire out consumers with short attention spans, the need for content with flashy factors increases. The process of consumption should make the consumer feel exhilarating and generate the need to share it with others.
The general public (with newer generations) has become demanding, while the market is highly competitive.
Measuring the demand in digital marketing is crucial.
What is in demand and how much returns is it bringing in? At the end of the day, marketers need to report back with numbers and justify their investments in specific campaigns.
Why and how do marketers calculate these quantifiable metrics and map where they stand against their competitors?
Content performance marketing comes to our rescue.
It uses display ads, affiliate marketing, referral marketing, and search engine advertising to drive quantifiable results.
The campaigns encourage measurable actions whose results can be outlined in numbers that stakeholders can use to compare and gauge the campaign’s effectiveness. The advertisers only pay for specific actions or results such as when a browser clicks on a page or completes a purchase.
Content marketers have revised their marketing strategies to integrate data-driven methodologies such as content performance marketing techniques. Hence, the budget is narrowed down and allocated towards driving the success of ad campaigns.
To know where to shift our expenses, we outline the demand – which of our campaigns has the maximum ROI? Studying this demand can help analyze the present and past returns by assessing if it’s reaching the right qualified audience.
For content performance marketing to be effective, knowing who your audience is, the audience your brand is targeting, and what is driving demand is crucial. In simpler terms, understand your audience.
As marketers, we want to pinpoint how our existing ad campaigns are performing instead of focusing on boosting the number of ads in the market.
Along with studying audience demand, our marketing goal is to focus on quality over quantity. And both require a strong brand narrative.
How Does Content Performance Marketing Work?
In content performance marketing, decisions are data-driven and comprise performance-based goals. The expense depends on how the user interacts with a piece of content.
For example, a brand will pay you (the marketing agency) only after the goals have been met or an action taken, such as a sale, lead, or clicks, based on how well their ads which you help develop and place, perform.
Understanding content performance marketing is a small feat. And this discussion ends with numbers – quantifiable results. It is a seamless and efficient way for businesses to build targeted campaigns and invest in digital channels generating the maximum measurable ROI.
The story behind your brand matters.
Analyzing which content is performing the best is significant, and is calculable through different SEO strategies.
But to what extent, is this possible without the usual storytelling, the creative shelf, at the core of content marketing? Is performance marketing well-founded enough without a strong brand narrative?
An intriguing and well-thought-out brand narrative offers your leads a reason to hold on even after the interest is generated, boosting customer retention and elevating performance metrics.
It is not as easy as throwing all your darts at the board and seeing which sticks, right? Additional efforts are necessary.
While talking about demand, the numbers can help us outline what we are looking at. Engagement is demand after all. Click-through rates, sales, and leads represent demand for your brand.
Even though content performance marketing serves a different purpose than content marketing. For effective marketing of a brand, a delicate balance between the two is required.
The middle ground between content performance marketing and brand building
Take Dropbox as an example.
It’s no secret that the company has had one of the most successful performance marketing campaigns focused on referral marketing.
They introduced a double-sided incentive program in which users referring their services to their peers received 500MB of extra storage space for basic users and 1GB for plus members per referral. Meanwhile, those who joined using the referral link received 16 to 32GB of extra space.
How was this incentive/referral program a form of performance marketing strategy?
Dropbox witnessed a 3900% increase in conversion rates in just over 15 months.
After this, they transformed their onboarding (sign-up) process. They added the referral program and used one of the latest and most sought-after marketing strategies in the book: personalization.
Their invites did not simply say, “Invite Your Friends”, but said, “Get More Space.” Inviting and creative.
They studied their audience, i.e., they know what their audience is here for – storage space – and personalized the invites to convey: we know what you need and we are offering that to you, but on only one simple condition: refer us.
This was not a huge ask. As consumers, we use word-of-mouth marketing in daily life and referral marketing works the same way.
Dropbox ensured that the campaigning aligned with the user’s needs. The user knew what they were searching for (storage space) and Dropbox found a way to leverage that in a way that benefits them and the user.
Dropbox studied its audience and modified its brand.
Today, it is known for its referral program. This has ensured a positive brand narrative for them, attracting new users.
As of June 2024, it has 700 million registered users and 18.22 million paying users.
It targets existing users to attract new ones at lower costs, a crucial part of performance marketing. Dropbox has made the campaign more visible and accessible for users by making it a part of their sign-up process.
Moreover, another element that elevated the participation or response to their referral program is clear messaging. Their marketing campaign mentioned what the users were getting, fostering trust and transparency in their brand.
Often for a marketing campaign, the goal is to lure prospects through ambiguous messaging. It’s most often a trap. But Dropbox leveraged the trust their existing users have in them by mentioning how exactly the referral program works:
This is how Dropbox leveraged brand narrative for its content performance marketing strategy.
Content performance marketing considers short-term metrics, and the brand narrative accounts for customer perception. A positive brand image increases visibility, converting one-time users into long-term customers.
Your brand identity can influence performance in the long run. One is accountable for the other and the outcomes generated. One cannot be measured in isolation from the other.
This is why there is an increased focus on how the ads and their messaging might look to the audience.
Our priority remains valuable campaign creation.
Even in referral marketing, when a brand is referred to you, you click the link – what then? While the brand holds the referrer’s trust, a new user still has to resonate with the brand.
Content performance marketing targets qualified users, but building the brand narrative can lure new ones. Hence, a balance of both is crucial for driving conversion rates.
Focusing on the brand during content performance marketing adds value. It brings into focus the face of your business and its functional features. And a positive value can drive revenue by elevating brand aw