Experts agree that the key to effective content marketing lies in the creation of useful content. Content marketing is an on-going process that involves identifying dynamic platforms, which allow you to communicate with the target audience, without necessarily selling to them. It is an opportunity for a brand or a company to share valuable information that is likely to influence buying decisions.
Content marketing is a great tool in not only spreading brand awareness, but can also be used as a powerful strategy in client acquisition. Thanks to the widespread use of the internet buyers are now more informed and can easily verify one source of information against another. This makes it imperative for businesses to generate unique, informative, high-value content.
Here are three things you should focus on in using content as a strategy for client acquisition:
Impart knowledge – Content marketing is hugely different from traditional marketing in that it emphasizes more heavily on educating the buyer. Through the use of various content formats such as social media posts, blogs, articles and whitepapers, you get an opportunity to tell your buyer just exactly why they should trust you.
Create recall – Use graphical/pictorial elements to make content easier to digest. In using text, choose fonts that are easy to read, and also pay attention to the layout of your web page. A research conducted by the National Center for Biotechnology Information indicates that only 4% of page views last more than 10 minutes. This clearly indicates that your readers pay little attention, unless you really get them interested.
Create an emotional appeal – Whenever possible, create content that can be attributed to a certain emotion. The information you share could make the reader feel happy, sad, surprised, or anything else. If your target audience is unable to relate to your brand emotionally, marketing strategies can do little to boost sales.
According to a study conducted by the Aberdeen Group conversion rates through the web are almost six times higher among businesses that use content marketing, and we think yours should be one of them. Find out how we can help you here.