Content and Performance Marketing: Why one doesn't work without the other

Pia Saal | June 26, 2019 | Content Marketing | Reading time: 3 Minutes

digital marketing

Julia Freidl has been working in marketing for over 6 years. In the course of her career she found her hobbyhorse: specializing in everything that the bandwidth of social media has to offer. As a Freelance Marketing Consultant at Content Glory, she also deals with the relationship between Performance Marketing and Content Marketing. She tells us why these two can't do without each other in the following interview.

What is the relationship between Content and Performance Marketing?

There is no real difference between the two disciplines. They should go hand in hand, because they can benefit from each other. I see it this way: No good Performance campaign without good content and vice versa. You can produce the most beautiful content, but you can't get ahead without Performance Marketing!

But it's still two different jobs, right?

The job profile is different, but both need each other. The goal of Performance Marketing is also more on the quantity side, while Content Marketing ensures the high quality of the content. The most important role that Performance Marketing plays, is measuring success. In this way, user reactions and transactions can be analyzed and optimized for subsequent campaigns.

How would you explain the two disciplines to laymen?

You can imagine marketing as a house. The house consists of different components. The building is connected, but you need different trades to complete it properly. This means: Content and Performance Marketing are parts of this construct. Content Marketing creates content, Performance Marketing spreads the output and measures the outcome.

What does the whole thing look like in reality?

The expectations of marketing employees are often unrealistic. It is assumed that we are all-rounders. Actually, however, it seems that different competencies have to be bundled for a campaign. I plead for a realistic assessment on the part of the customer. You have to ask yourself two questions before you design a campaign: What is behind the tasks? What people and skills do you need? Clients should first deal with the complexity and possibilities of the marketing instruments and then define individual focal points.

Why is it so important to define priorities?

Ideally, you set yourself a main goal in advance and don't try to want everything at once. Otherwise there is a risk of great disappointment if not every goal has been achieved. There are very different goals on which a campaign can concentrate! These are also not set in stone and must be defined and adapted with each campaign and each posting.

So campaign planning often overshoots the mark?

Exactly. Many customers want a performance campaign that looks like this: A lot of reach, a lot of interaction, but at the same time, spending little money on content creation. They often forget that valuable and relevant content is extremely important for the target group. Although, you can invest the entire budget in a campaign that specializes purely in maximizing reach, this is not the best approach in the long run. The goal is to produce more targeted and relevant content to reach the right people with the right messages.

What's the best approach to that?

You should proceed step by step. First of all you should ask yourself: What do I want to communicate to whom? What exactly should these people take away from me as a brand? After that, continue with the next step, the definition of the performance goals behind the campaign. For their implementation, a specialist in Performance Marketing and optimization is usually necessary.

And if a campaign does not bring the desired success despite good planning?

This is where the biggest mistake is made: campaigns that do not meet expectations are completely thrown overboard. However, one should never underestimate what a campaign can achieve (regardless of the pure numerical values)! This includes the quality of the content, interaction with the audience, exciting comments, ratings and feedback. These outputs are measurable and can be used in future campaigns. All these contents are learnings: Even if the defined goals could not be achieved, you still achieved something! In my opinion, there is no such thing as failure in Digital Marketing. Even if I have learned "nothing", I know afterwards that it just didn’t work that way.

What exactly should customers keep in mind when planning?

What is often forgotten in the social media and digital sector: The funnel counts! First, it is important to introduce yourself as a brand and only in the second step interest in the product can be created. It makes no sense to simply skip these stages and hope for success. If you want to build a base as a brand and address loyal customers, this approach misses the target. Just because marketing is now digital doesn't mean we can forget its basic principles.

What do you recommend customers and marketing staff?

Learning by doing! The fact is that there is no master plan for successful campaigning. Every company has to analyze what the right strategy for its own products and goals is. It is therefore more efficient to take the time first to define and produce the right content. Investments in performance marketing will then increase the reach, but the quality of the content is still the be-all and end-all. Only through individuality you can really stand out from the competition.

Why performance marketing is so important in digital pharmaceutical marketing is discussed in this blog article.

Julia Freidl

Julia Freidl

Credit:  © NaruFoto /Adobe Stock