What type of content should I create for my digital marketing strategy?
The creation of content is perhaps the cornerstone of every digital marketing strategy. We at ReputationDefender have previously addressed the topic of digital marketing strategies from various points of views, ranging from the importance of coming up with solid online reputation management strategies to the vast spectrum of what is considered today as search engine optimization. In fact, everything aims at enhancing a company’s online presence in the different search engines; therefore, the creation of content plays a vital role from the company’s perspective, as it allow it to properly execute all the facets of the sales process and the inbound marketing process. Here is how this happens:
By attracting new customers
Consumers are always looking for new things. It is not new that there is a sheer array of content that may seem valuable and interesting for a portion of today’s consumers; the odds of creating valuable content, given the amount of today’s possible consumers, are indeed high, which is why always striving to come up with genuine and interesting content is the perfect opportunity to increase traffic and compel users to visit the company’s website. As we at ReputationDefender have previously discussed, it is a wise idea to use blogs as the platform to publish this information.
By granting customers access to the content they find interesting
Companies that have proven to be proficient in digital marketing, soon after the eclosion of the digital era discovered that by offering online users the possibility to access the content they would find interesting through whitepaper, slide presentations, e-books, courses, etc., they would leave their personal information, thusly becoming potential customers.
By closing on the sale
Aside from enhancing the company’s online presence and its overall performance within the digital world, the creation of genuine and original content is the perfect tool for helping customers make up their minds regarding their purchasing decisions, as such information may also be useful for answering questions regarding the company and the company’s products, which, ultimately, enables customers to assess whether what the company offers suits them or not.
By turning consumers into organic promoters of the brand
The creation of educational content regarding how to get the most out of a company’s products and services serves two major purposes: as discussed above, content is a great way to improve a company’s online presence and attain a much better position in the pages of Google results, for instance; however, by coming up with educational and appealing content regarding the usage of the company’s products and services, users will not only be able to get the most out of them but also will start promoting them organically — which is definitely something positive. Nevertheless, after pointing out the perks of creating content, the question remains: what should companies talk about in the content they ought to create?
In order to determine the topics that should be addressed by companies, it is wise to take a moment and pretend to be in the buyer’s shoes prior to rushing into conclusions, since consumers go through a lot of stages during the purchasing decision.
Consumers oftentimes are only aware of the necessities and problems they have, which means they entirely ignore a company’s products and services, for instance, and the category it belongs to. Consumers are not aware of the means to solve their issues. This is what has commonly been referred to as the knowledge stage. During this phase, it is wise to come up with content addressing solutions to these issues, mentioning symptoms and, more importantly, providing consumers with a possible and plausible solution. It is also recommendable not to mention the name of the brand nor the company’s products and services, for consumers will certainly believe that they are being tricked into acquiring them. This is the perfect opportunity to help people and earn their trust.
During this phase, the customer has already started to consider that they definitely need a solution to their problem. While at it, they will assess all the possible options they have got for doing so. Here, customers are not that much concerned about the possible differences between brands; instead, they focus on substitute products and services that could also serve as an effective solution to their necessity. Thus, it is advisable to create content addressing the solution to the issue without including the name of the brand.
When the customers have already made up their minds regarding how they can solve their issue, normally they consider several options that, at first sight, seem to be quite the same and would render similar services. Here is important to highlight why the company’s product or products differentiate from the competition. Why should customers buy from a specific company and not from its competitors? Think from the buyer’s perspective and come up with compelling arguments in order to earn the buyer’s trust.