When you visit a website, you are looking for information. Sure, you might be there to buy a product, but you’ll probably need to know more before you’re ready to buy. Meeting this need is what content marketing is all about. You may have heard of content marketing, but you may not fully understand how it works or what content marketing matters.
Let’s take a look at how content marketing works and how it benefits businesses that put in the time and effort to leverage it properly.
How Content Marketing Works
At a basic level, content marketingprovides website visitors with options to learn more about your brand, products, and services. The goal is to engage current customers, attract new ones, and move them all down the conversion funnel. Content marketing covers a whole range of informational options such as:
Social media posts
Unlike the decades past, content marketingno longer consists of just a catchy jingle, heartwarming family images and a heartwarming male voice. Gone are the days when businesses relied entirely on radio or television advertisements.
With the invention of the internet, social media and the rise of streaming services where customers pay not to hear advertisements, companies have had to look elsewhere for their content marketing.
Even placing ads on popular websites can be tricky, since many people use ad blockers. This goes back to the heart of how content marketing has changed over the years: consumers don’t want to be passively informed about a company and what it does; they want to be actively informed and involved in purchasing decisions.
Content marketing is not limited to B2C businesses either. Many B2B companies use content to reach their audience and talk to them on a more technical level about their products. Content aimed at casual customers will obviously be very different from content marketed to businesses, but the content distribution strategies are similar.
Content Marketing Strategies
While it’s possible to create this type of content on the fly, most businesses prefer to create a strategy for creating and publishing content on a regular basis. With formalized processes, it becomes easier for content teams to regularly update blogs, channels or social media platforms and adapt them as your company’s audience grows.
Nowadays, content marketing must contain useful knowledge for customers so that they can see why it would be beneficial for them to buy a product or service. Ultimately, they want to have more control over their buying power and not feel like companies are putting them down.
To answer questions
One of the most effective marketing strategies is to present customers with clear and precise answers to their questions, however they ask them. This means having a reliable internal search engine that displays relevant results. Typically, when customers have a question about your brand or product, they do one of three things:
Find your FAQ page
Type their question into your website search bar
Type their question into a larger search engine, possibly opening up other websites talking about your business
To make sure they get the correct information quickly, you need to make sure that your site search will recognize the intent of their question and return the information they are looking for. Your site research should also ensure that if they search elsewhere on the internet, they always receive accurate answers.
natural language processing
When customers search for their question in your site search, they don’t want to waste time worrying about identifying the right combination of keywords that will lead them to an answer. They just want the answer. With natural language processing, your site search will be smart enough to interpret their question no matter how they ask it.
natural language processingworks in tandem with misspelled word tolerance to ensure that customers always get the information they want, even if they don’t know how to spell a product name or don’t know the name at all. When you offer your customers direct calls to action and rich content that answers their questions, you drive conversions and reduce support costs by allowing customers to discover the answers for themselves.
It’s not easy to check every website that mentions your company or products, and even harder to stop misinformation from bombarding and scaring off potential customers. There’s nothing to do against bad reviews since everyone is entitled to their opinion, but your customers should at least know the truth about how you do business and what you offer.
A knowledge graphcontains answers to questions people may be looking for about your brand or products. This type of structured data allows you to save on overhead without sacrificing efficiency. Your employees at all levels will have access to information via the knowledge graph to better assist your customers.
Millennials have become more attached to celebrities than previous generations, especially with the advent of social media. When celebrities share photos of themselves without makeup, from the comfort of their own homes, talking about being ordinary people, fans may feel like they share a special connection with them or know them. somehow.
Thus, companies have discovered that influencer marketing is a powerful strategy. Millennials have demonstrated that they don’t trust traditional marketing and have serious buying power. Forbesnotes that most millennials are okay with their favorite celebrities doing sponsored promos at the start of their YouTube videos because they want to support digital personalities and streamers.
One of the main reasons businesses prefer to use a team or individual for their content marketing is to ensure their brand has a distinctive voice. When your social media posts sound completely different from your blog posts and weekly newsletters, there will likely be some confusion among your customers and you might come across as inauthentic.
Establishing a brand voice and style guide is one of the first things any business should do when starting their content marketing. This ensures that all of your content sounds like it could reasonably come from one or two people. It’s important to establish a voice for your brand so customers can relate to it and humanize your business.
Customers are far more likely to be loyal to a brand they view as another person than to a large company full of strangers. With a friendly, distinctive voice, customers will instantly recognize your content and be more open to calls to action as if they were hearing it from a trusted friend.
Know the audience
One of the best ways to improve your content and drive conversions is to understand who your audience is. Dividing audiences into B2B and B2C is simply not enough. The more you know about your target audiences, the more you will be able to customize your content to specifically meet their tastes and needs.
Many tools are available to better understand your customers. Analytics tools may collect information about your customers, including age range, family size, locale, primary household language, and other important demographics. Leveraging this information to focus on what these customers want or need is a great way to improve their brand experience and increase conversions.
Content marketers use their experience to determine where improvements can be made and how best to address them. However, the ideas don’t stop there. Analytics technologies can monitor the progress of campaigns, A/B testing, and your website traffic. As you continue, it’s important not to get too comfortable with your marketing strategy. There will always be innovative ways to improve it as you track the data.
Benefits of Content Marketing
Content marketing has many benefits, depending on the type of content your business publishes. Blog posts and information-rich landing pages help drive organic search traffic for your website to help more potential customers discover your brand and engage with your website.
Content like weekly emails about brand updates, sales, or live events also help customers stay engaged with your product over time. Additionally, the right positions can help establish you among other companies for possible affiliations or recognition within your industry.
You’ll need to be prepared to post lots of creative and informative content from the get-go. Most businesses employ artists of all kinds to help them come up with innovative ideas and new ways to connect with new and existing customers.
Understanding how content marketing works is key to growing your customer base and keeping current customers engaged with your brand. Almost every business already uses content marketing, but digging deeper into the strategies and using the right tools is key to driving conversions.
contact usto learn more about how to provide your customers with useful information about your products and services.