What is content marketing and why do you need it?
Because content, or rather, informational content is what gives your customers value and draws them to your brand. The content that you share gives your customers and potential customers insights into what your brand is about and here’s where they decide to build a relationship with your brand.
In short, if the content you share is valuable to a customer, they immediately trust your brand and it’s practices. And this trust is truly priceless.
So content marketing is basically sharing valuable and free content to attract new customers and retain old ones.
It’s also important to realize that your customers are oversold to. With the number of brands out there trying to market through various channels, your audience has developed resistance towards ‘hard selling’. Which is why content marketing has become so valuable today.
Now, depending on your business type, your content marketing strategy would differ.
If you’re a B2C brand, then your content marketing would use engaging content that revolves around your products and services. So you’re providing valuable information about your products helping your customers make informed decisions.
All consumers are just looking for solutions to their problems. Your entire content marketing strategy should then focus on how your products or services solves their problems. This way, you’re directly but subtly influencing your customer’s buying decisions. You also significantly shorten the purchasing cycle as customers respond quicker to content.
So, how do you get your content marketing right?
Very simply, you need to get into the mind of the customer. Think your product from their perspective.
What is that problem that your product solves?
How will it solve the problem?
Really get into your customer’s mind and you’ll get several ideas on how you can market your products with content. Now, all you have to do is create articles, video tutorials, infographics etc.
This is what content marketing is all about!
So what are the various ways you can market your content?
Informational content: Basic informational article specially designed for those customers that are in the research mode.
Awareness content: Use the power of videos and tutorials, and create content that raises awareness about issues surrounding your products.
Case studies and testimonials: It always helps when you show a customer legit proof that your product has worked. Success stories in the form of case studies are always powerful influencers.
Infographics: Any visual elements have immense power. And the best part is, you can pack a tonne of information with illustrations.
So before you set sail with content marketing, there’s a couple of things you should remember!
Do NOT mention your product or service: Even though your goal is to sell your products and services; content marketing is subtle! As mentioned before, customers don’t want to be sold to all the time. To get their attention, just provide them value, and they’ll radiate towards your brand.
Keep your target audience in mind: Attracting attention is great but is it from the right people? So specify your target audience and then market your content to them.
With all these tips and tricks you should be able to create a content marketing strategy that’ll drive your customer loyalty and business through the roof!
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