It's one thing to design and publish easily; It's another way to build customer loyalty and trust.
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Although content marketing has been a hotly debated topic for several years, many companies still don't have a solid strategy. In fact, the Content Marketing Institute's 2020 report found that only 41 percent of respondents had a documented marketing strategy, regardless of the fact that 84 percent of the “most successful” brands stated that their content contributed to customer loyalty.
Of course, there is huge potential for using content marketing as part of your company's overall growth strategy, but there is a big difference between simple content marketing and good marketing. What digital consumers define as quality content is developing along with the Internet. Ensuring that you meet consumer expectations will make all the difference in your ability to grow your business. Here are some ways to stay on target.
Related topics: 5 tips for creating high quality video content
The power of personalized stories
To stand out from a crowded field, you need to make sure that what you produce is tailored to the target audience you want to reach. For example, if you segment your target audience based on where they are in the sales funnel, you can take a closer look at the specific questions they may be asking.
Evergage's personalization trends report for 2019 found that 88 percent of marketers felt that personalization helped them deliver superior customer experiences, while 59 percent thought it increased loyalty and another 50 percent saw a measurable ROI from personalization efforts.
Personalization isn't just about inserting a customer's name into an email. It means that your brand story comes to life through assignable content and stories that connect on an emotional level and are tailored to the customer's current relationship with your brand.
Diversify your content options
You probably have to produce a lot of content before you come across anything that goes viral or at least significantly increases your sales. Then it's time to maximize the impact. Larry Kim, founder of WordStream, writes on Medium: “If you find a unicorn that works well on one channel, promote it on other channels. This increases the effect 100 or 1000 times. You should also write new blog posts on the same (or a related) topic, guest posts on the same topic for other websites, create social media ads to promote your unicorn content, and your topic in pictures or videos for social Convert media content (and) host webinars on the same topic to generate leads. "
By diversifying content and going beyond standard blog posts, you open the potential to reach a much wider audience and encourage engagement. While research by the Nielsen Norman Group found that most people only read 20 percent of articles with 600 or more words, a HubSpot survey found that 54 percent of consumers wanted more videos from brands they liked.
Let users tell the story
Most customers recognize that the underlying goal of your content is to increase sales and leads, which can lead to questions of trustworthiness and authenticity. This is why so many successful content marketing strategies enable user-generated content. As Chaya Baradhwaaj states on this website: “Consumers trust real reviews from real users when choosing a product or service. You want to know what influencers or experts say about the product. There's a big leap that marketers have to take to capture this real feedback and present it in the right places on the omnichannel consumer journey. "
For brands, capturing and using customer-generated content is the main hurdle for creating meaningful and influential content. Testimonials that can be used on your website and positive Google reviews are a good place to start. To really get things going, get more detailed experience.
Depending on your brand, you may want to use an Instagram campaign that allows fans to share posts with your products and a brand hashtag. Encouraging such campaigns with a prize can make a big contribution to increasing fan enthusiasm and generating more curated contributions.
B2B brands often find success with case studies that highlight their work for a customer. Keep in mind that these case studies can also serve as positive PR for your customers, which should make them all the more willing to participate.
Related: Creating good content is your best business strategy
By diversifying your content efforts, sharing meaningful and informative brand stories, and engaging your audience, you will be better able to answer and inspire questions and concerns that arise during the buyer's journey. All of this will help you expand the reach of your brand.
High quality content delivers dramatic results. It is up to you to ensure that you give this powerful marketing tool the focus it deserves.