Digital Marketing

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Using Content Marketing to Promote a Business

Using Content Marketing to Promote a Business

Content marketing is one form of digital marketing that business owners can use to make their company’s website more visible online. Using content marketing involves creating and posting written or visual material on the website to attract leads that can convert into customers. These advertisement materials include articles, blog posts, videos, infographics, and ebooks.

For this form of marketing to be effective, the content must be valuable and relatable to the target audience so they can be attracted to the business and buy what it sells. It also helps if the content tells a story or creates a narrative; that way, the audience will find it entertaining, engaging, and authentic. Content marketing will increase brand awareness and grow a business’s consumer base if done correctly.

Benefits of Content Marketing

Some consumers are turned off by traditional means of advertising and are more likely to gravitate toward businesses that put out information content. The popularity of ad blockers shows the disdain people have for unsolicited ads. Here are some benefits of choosing a different approach and using content marketing:

Builds trust with consumers

A brand that constantly posts educational and relatable content will gain favor and trust in the eyes of consumers. Over time, consumers will begin to view them as a leader in their industry and take the opinions expressed in their content as fact. A brand that puts out well-produced content will also stay on the minds of consumers and be one of their first choices when they are ready to make a purchase.

Effectively generates leads at a low cost

Companies typically spend less to create content to publish on their website or social media accounts than they do on traditional television commercials. They can hire writers and video content creators to create informative articles and videos and generate more leads than if they spent more money to hire actors for a regular advertisement video.

Boosts website search engine performance

Search engine optimization (SEO) is essential for businesses because it allows them to rank high on search engines when potential customers search for keywords or phrases related to the products or services they offer. Content marketing helps improve a business’s search engine performance, and it can be done with the help of reputable digital marketing agencies like Envisionit. Click to read some of their digital marketing case studies.

Increases brand recognition

As more people see, read, and watch a brand’s content, it will register in their minds. With time, they start to view the brand favorably and will be more likely to buy their products over unknown brands.

Widens the consumer base

A business’s content that appears organic but is entertaining can inspire viewers to share it with friends or on their social media pages. This is free advertising and will help spread the business’s message far and wide.


Content marketing is a great addition to a business’s digital marketing strategy because it helps them organically and cost-effectively generate leads that are likely to convert into customers. It also improves business website SEO performance so they get more brand visibility on search engines. Lastly, the content made can last forever on the internet, giving the business a massive return on their investment.

RCL Foods is unbundling its poultry business, Rainbow Chicken Limited, which will list on the Johannesburg Stock Exchange (JSE) under the name 'Rainbow' with the share ticker RBO. 🐓

The listing will take place on 26 June 2024 and RCL Foods shareholders will receive Rainbow shares in proportion to their RCL Foods shareholding. 🗓️

Rainbow is a fully integrated poultry producer with a long history (founded in 1960) and strong brand presence in South Africa. 🇿🇦

The company operates across the entire chicken production chain, including farming, processing, animal feed production, and waste-to-value solutions. ⛓️

Rainbow supplies chicken to major retailers and food service chains like Shoprite, Checkers, Woolworths, KFC, Nandos, and Burger King. 🍔

Financial Highlights: 📈

- Rainbow generated revenue of R13.5 billion in FY2023, an 18.3% improvement from the prior year.

- Revenue has grown at a compound annual growth rate (CAGR) of approximately 14.0% over the past 3 years.

- Rainbow delivered EBITDA of R38.6 million in FY2023, with EBITDA growing at a CAGR of approximately 60.2% from FY2021.

- Improved agricultural performance, cost control initiatives, and higher volumes are driving positive results.

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Closing the Gap Between Digital Marketing Spending and Performance

Jul22_29_3411641.jpgYaroslav Danylchenko/Stocksy


Marketers have used digital marketing to navigate through incredibly difficult business conditions, connecting with customers stuck at home during the pandemic, digitizing products and services, and driving revenues. Now, it’s time to build on those gains by...more

Marketers know that digital marketing represents the future of their business. That’s why, according to the February 2022 edition of The CMO Survey, they’re happy to allocate 57% of their budgets to digital marketing activities and are planning to increase spending by another 16% in 2023.

However, the survey also found that this contribution has weakened over the past year. More than 30% of marketers who participated said that they are experiencing average-to-no returns on their investments, which could create funding difficulties in the future if they are not able to overcome this gap.

What’s Driving the Digital Marketing Performance Gap?

So, why are returns softening, and what can marketers do about it? Our research and experience has identified six reasons behind the digital marketing performance gap.

Companies haven’t developed a fully integrated digital marketing organization.

More than 60% of marketing leaders reported in the August 2021 edition of The CMO Survey that their companies were either in the nascent stage (i.e., visualizing and designing their digital transformation) or the emerging stage (i.e., building non-integrated digital elements) of this journey.

Having a digital marketing arm simply isn’t enough. Digital marketing should be fully integrated across the company and used to drive and evaluate marketing decisions to reach its full potential. Unfortunately, that is not currently the case for most companies.

Marketing teams face a steep learning curve when it comes to data analytics…

When asked about digital marketing investments, marketing leaders historically have focused on optimizing their companies’ websites. However, in 2022 those investments shifted dramatically, with a 37% increase in the number of companies investing in data analytics, making this the largest investment reported by marketing leaders.

The challenge is that marketing tech stacks are becoming increasingly complex. While companies are investing in the technologies necessary to keep up with their tech-savvy competitors, there is a learning curve associated with enhanced data analytics, so it will likely take time marketers to realize strong returns for their companies.

… and they have to master the challenge of converting data analytics to actionable metrics.

Marketers are missing out when they are unable to convert the overwhelming amount of raw data into key metrics — and the strategic actions they would then inform. They need new dashboards to help them interpret and visualize what their new data analytics mean for their current business, as well as formulate actionable recommendations to improve their future business.

It will take time for companies to identify the metrics that are the most important to their business. They must test, iterate, and ultimately agree on reasonable thresholds for metrics that can guide subsequent actions.

Mapping the digital customer journey has become increasingly complex.

Today’s companies engage with customers across a growing landscape of apps, social platforms, websites, blogs, third-party sites, and more, meaning the job of mapping the customer journey continues to get more complex.

In fact, only 40% of marketers report having systems in place to track customer engagement in a way that informs their marketing roadmaps. And when asked “how effectively does your company integrate customer information across purchasing, communication, and social media channels” (where 1=not at all and 7=very highly), The CMO Survey has witnessed a flat score of between 3.4 and 3.8 for more than a decade!

While it’s possible that the investment in digital touchpoints is making an increasingly large impact, companies’ inability to track their customers’ end-to-end journeys and accurately attribute sales to touchpoints is negatively affecting their ability to effectively quantify digital-specific contributions.

Changing privacy rules mean the loss of third-party data.

In response to growing demand for consumer privacy and in the wake of phasing out support of third-party cookies, the use of third-party data is changing. In fact, 61% of marketers predict consistent or decreased use of third-party data in the coming year.

Marketers see the challenge and report a 24% increase in investments to manage consumer privacy concerns while also working to increase their understanding of consumers outside of their companies’ own websites and apps. This understanding is important to learning about customers, seeing new opportunities, and effectively segmenting and targeting customers — key steps for creating value and converting digital investments into returns.

Many firms outsource their digital marketing activities.

Thirty-two percent of digital marketing activities are performed by external agencies and partners, with this number reaching as high as 45% for B2C product companies. Companies historically have not created digital teams in house, given the dearth of talent and the costs of doing so.

But it may be time to rethink this. As digital plays a larger role in companies’ marketing strategies, it becomes increasingly challenging to maintain brand consistency and build out a fully integrated brand strategy if an external agency is driving most, if not all, digital activity.

In addition, marketers are feeling the pressure of accelerating results, just like other business functions. In-house staff are typically able to move faster than agency partners, who have multiple clients. So, if marketers are not at the helm of developing strategy and managing their customer data, they may be losing out on an invaluable piece of the puzzle in their customers’ journey, as well as delivering slower gains back to the business.

How Marketers Can Drive Digital Marketing Returns

These are formidable challenges. But there are proven steps marketing leaders can take to close the digital marketing gap. Based on our experience studying companies and working with clients, we outline six strategies that offer a broad view of how leaders can manage strategies, organization, and data to make progress toward that objective.

Double down on strategic experimentation.

Some 67% of marketers report that they use digital platforms to test, iterate, and efficiently determine what is or isn’t working in their marketing materials. At the same time, only 47% report increasing investments in online experimentation and A/B testing.

We recommend companies increase these investments with an eye toward more strategic-level experimentation that can offer opportunities for breakthrough growth. Too often marketers get bogged down in tactical experiments, such as whether customers like green or yellow, instead of testing the relevance of new offerings, innovations, or customer segments.

Understanding new challenges and opportunities is business critical, especially in unpredictable times. This makes testing an ongoing, necessary process that requires sufficient budget guided by three key principles. First, budget with current data, not historical projections, by leveraging forecasting tools that take dynamic market changes into account. Second, establish that marketing experiments are an investment, not an expense, by testing to identifiable business-wide goals or outcomes. Third, allow flexibility in any test-and-learn budget. Market trends and consumer behaviors can change, and experiments allow companies to understand and respond to any new challenges or opportunities.

Deepen cross-functional collaborations.

Marketers report reasonable success in working with leaders and groups important to the success of digital marketing. Forty-three percent of senior marketing leaders report that their CTO/CIO (or equivalent technology leader) is aware of and aligned with their objectives and path to activate key performance indicators (KPIs) in digital marketing, and 40% report that the same can be said of the CFO (or equivalent financial leader).

These figures are reassuring. However, it still follows that roughly 60% of marketing leaders are flying solo — meaning they are not yet collaborating with these important leaders and groups. Cross-functional collaboration and alignment is essential to not only gain approval/support for marketing investments, but also to accurately understand their impact/contribution. In addition, working directly with the C-suite elevates the marketing function, ensuring that it is a strategic contributor to the business strategy and ideally, protecting it from future cost-cutting initiatives.

How can marketers drive better growth?

Kantar’s Blueprint for Brand Growth sets a new standard for strategic marketing understanding

Achieving brand growth, particularly in a constrained market, is the holy grail for every marketer. Kantar has introduced the Blueprint for Brand Growth, a decision-making framework that helps marketers to better control the levers of growth that shape their brand future.

The Blueprint, which combines Kantar’s unique BrandZ and Worldpanel data assets, is focused on one question: how can marketers better drive growth?

Jane Ostler, Kantar’s EVP of global thought leadership and Blueprint project lead, says the Blueprint sets a new standard for strategic marketing understanding and excellence. “Marketers can use this framework to evaluate their brand’s competitive positioning and then shape their strategic response and marketing investment priorities. The Blueprint combines a decade of attitudinal brand research with actual shopper behaviour to more holistically understand the tangible impact marketing has on growth.”

The Blueprint proves that brands grow through being meaningfully different to more people. Kantar says that brands that are meaningfully different to more people command five times more market penetration today and have a real advantage over the next two years.

To achieve meaningful difference, marketers need to activate three growth accelerators, recommends Kantar. The first is to predispose more people to the brand through creativity, advertising and experience. When predisposition is optimally executed, volume share will be driven nine times higher with a selling price that is twice as high as average, and the likelihood of growing market share in the future will be four times higher.

These are universal truths that every brand can use to focus their strategy

Jane Ostler

The second growth accelerator is being more present. Brands that optimise distribution, customer journey, range, pack, pricing and promotions will win seven times more buyers compared with those present in only half of buying occasions.

The third accelerator is to find new spaces. Innovation focused on identifying incremental spaces — motivations, occasions, categories and services — doubles a brand’s chance of growth. Increasing the number of usage occasions by 10% results in revenue growth of more than 17%.

Ostler says the Blueprint builds on and enhances existing industry research on how brands grow. “Importantly, it proves that while market penetration growth is crucial, solely focusing on this is insufficient to holistically drive sustainable brand, revenue and margin growth. Our analysis underscores the role of differentiation — rather than just distinctiveness — in forging strong mental connections between consumers and brands, as well as defending pricing power.”

While Kantar’s growth accelerators will be familiar to marketers, they are now underpinned by new quantifiable evidence of their impact on brand and revenue growth, says Ostler. “These are universal truths that every brand can use to focus their strategy and secure the budget for their highest-impact activitie