Yes, almost everyone who’s using the digital media to reach and engage audiences knows that success is not just about being on SEO, SEM, Social Media, Display Advertising, Apps and the many Digital Advertising options available. While these provide ample opportunities to make sure you are found, the critical piece is to be found in the relevant context and gain mindspace of your audiences. How? Let’s read ahead.
Fact : Buyers research online not just for online purchases but for offline purchases too.
This means you need to use the power of content marketing as an effective means of enabling consumers to take the decision by providing them with the information they seek. This is the ‘new value proposition’ to increase brand awareness, enhance engagement, action and conversions.
But it’s not about suddenly making a content marketing strategy that says “let’s load up and fire as much content as possible”. It’s about knowing your audiences and building quality content that makes you, your business & brand ‘be the best answer’, whenever and wherever your audience is searching for one.
What does this mean? Simply that your content marketing strategies have to be such that they allow you to reach your prospects in the right context at various engagement points during their journey from search, research to purchase.
Answers. Yes that’s what the consumer’s are looking for.
As a business owner, brand custodian and digital marketer you not only have to find the need gap but also make sure you provide the right answers to feed the gaps and thus improve quality of engagement.
To make this type of content marketing possible we follow a process which makes it easy to arrive at such answers. Let’s see how
Delve into data and understand your audience – customers and prospects both.
Build content that leverages the capabilities of the various digital channels to arrive at a potent mix. Examples, case studies, testimonials, videos, blogs, eBooks, podcasts, webinars etc
Personalisation is a challenge and the key. There never is just one type of customer. Customer groups have their own personas and that calls for content customisation, isn’t it?
Timing your content. Content not only has to be useful & valuable but when served at the right time can do wonders.
The Help approach. Yes, help the customer in his decision journey. It’s not that your products or services will always be the choice, so what! Extended social reach will compensate if experiences are joyful.
The answer to success with content marketing is in becoming the “answer ” people are looking for. Create Answers.