3 Quick Tips to Maximizing Content Marketing for Conversion
When it comes to business in almost any industry, the competition is stiff and it’s not easy getting the attention of consumers. Small businesses, primarily, have the short end of the stick when it comes to marketing their products and services since there is a greater limit to their budget than big companies do. Still, both big and small business owners are on relatively equal footing when it comes to presenting themselves online, with the advantage leaning toward the ones who know how to maximize the potential of content marketing.
What is Content Marketing?
Content Marketing Institute defines the term as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
Simply put, content marketing aims to engage consumers, satisfy their need for information, and ultimately transform their interest into a sale. Visitors are looking for data that would be useful for their needs and interests, and if their craving for information is not satisfied, they tend to move on to the next brand — and they do so at great speed.
But while many might think that content is limited to text, e.g. articles, write-ups, descriptions, and so on, it isn’t necessarily so. Apart from written content is a Web page’s visual content, such as images, design, color, typeface, among others. All these contribute to user experience, and what they are and how they are presented determine a visitor’s reaction and, ultimately, consumer action — either positive or negative.
However, these alone do not draw the entire picture, because along with what is seen on a screen are other technical factors such as navigation, ability to share the content in social media, load speed, and more. Thus, content marketing is an intricate tapestry in which the threads are intertwined to make a cohesive whole.
Effects of Content Marketing
Based on the same article by Content Marketing Institute, 90 percent of consumers think that custom content is useful, and 82 percent who read custom content develop a more positive feeling toward a company. Furthermore, 61 percent feel good about a business that delivers custom content and 70 percent feel closer to the company due to content marketing.
Emotions and reactions play a part in the success or failure of a website
- Invest in engaging visual content. Since 94 percent of content that have accompanying visuals like infographics, photos, and videos get more hits than those that don’t, investing in visual content would be a wise move.
- Social media presence matters. Having social media presence and engaging in one-on-one connection with customers and followers is more effective than hard-selling one’s products using advertising copy. One needs to curate content in order to provide useful information that consumers would find useful.
- Choose the right message, format and channel to promote your brand. Forbes also names four major components when it comes to content marketing, namely: message; format; distribution platform; and promotional efforts. A business owner needs to check each area to determine where the company needs to put more effort.
The market is ever-changing, faster now because of the Internet. Consumers are searching for more substance before putting their trust in a brand, and companies that are able to provide their need for information — wrapped in an engaging package — tend to experience better return for their investment.
If you would like to bounce any ideas or discuss any challenges around your digital presence at all, do feel free to contact us.