Content marketing involves creating and distributing relevant information to attract and retain customers. It can be used to improve search engine optimization, boost brand awareness, and connect with sales teams to assist the sale process.
Effective brands take themselves out of the story and make their buyers the hero instead. Finding and addressing your audience’s burning questions and concerns is at the heart of any effective content marketing strategy.
1. Educate Your Audience
Brands can educate their audience with content marketing by showcasing new trends or industry news. This builds trust with existing customers and attracts new ones, resulting in a positive snowball effect for business growth.
Content can also provide helpful tips or a personal anecdot, especially when dealing with issues that are commonly shared. These authentic anecdotes can create a connection with your audience and make them feel like you understand them.
Once your target market reaches the consideration stage, they’ll begin searching for solutions to their problems. At this point, you can start to incorporate product promotion in your content marketing strategy. Examples include infographics and how-to blogs that highlight your products’ features. However, you should not oversaturate your content with product placement. Keep the promotion relevant and value-driven.
2. Build Trust
Creating relevant, educational content helps your audience understand the ins and outs of your product and service. The more informed they are, the more trusting they become of your business.
This is especially important in the consideration phase when consumers begin to compare products and services. This is when companies should lean more heavily on informative content, like comparison lists or infographics.
Aside from providing information, your content should also demonstrate authenticity. Displaying photos of employees, for example, can humanize your brand for your audience. Additionally, publishing thought leadership blogs that cite quality sources and acknowledge the good, the bad and the ugly of your topic establishes you as an industry expert. This builds credibility and increases trust, which leads to conversions.
3. Drive Traffic
The goal of content marketing is to attract the attention of customers, drive traffic to a brand’s website, and encourage readers to keep coming back. The best way to accomplish these goals is to provide useful, valuable information that satisfies a customer’s needs.
Keyword research is an essential tool for effective content marketing. Publishing content that aligns with keywords your target audience searches for allows them to discover you at just the right time in their buying process.
Multimedia content is another way to grab attention and encourage readers to keep returning. From videos to infographics, visuals communicate ideas more effectively than words and are proven traffic drivers. Plus, they’re easier to consume than long articles. They also tend to have higher search engine rankings.
4. Convert Traffic to Leads
Many companies use content marketing to generate leads for their products and services. When content is well-targeted and distributed, it can help buyers discover and learn more about solutions to their problems, generating organic traffic that can lead to conversions on a brand’s website.
Content marketers can set conversion goals for their campaigns, such as increasing email newsletter subscriptions or sales over a certain period of time. They can also convert traffic to leads by creating informative, persuasive content such as a case study or blog article that encourages visitors to contact the business for more information.
The bottom line is that content marketing helps businesses meet their biggest objectives by converting traffic to leads and then turning those leads into customers. This can ultimately grow businesses and maintain a strong customer base.
5. Retain Customers
Businesses need to work with a customer-centric approach in order to provide high-end consumer experiences that will help them retain and convert their customers. Content marketing works with this same approach and is emerging as a new-age solution for businesses to foster customer engagement thereby, paving the way for retention and loyalty.
The purchase phase – or bottom-of-the-funnel (BOFU) content – could include anything from testimonials to case studies and other content that will affirm your buyers’ decision to choose you. It can also help them overcome buyer’s remorse or other fears that may arise as a result of their choice.
This type of non-promotional information can be sent to your audience via email or mobile messaging, as long as you make it clear that your content is meant to serve their needs and interests. It’s important to respect their boundaries, though, so they don’t feel as if you’re being pushy or invasive.