When walking down a grocery aisle, a consumer will almost always buy what is eye level. Despite best intentions, people focus on what is closest to their field of vision. But it gets even more difficult online, when the “filter bubble” kicks in. Banner advertising is easy for users to ignore, as eye studies show. People easily focus on the content that is valuable or useful for them. As marketers, this means we must try a little harder to show our products are relevant. That’s why content marketing is key. High quality content engages with the audience and is capable of being the main attraction.
By drawing people in with your content, you can inform users about yourself–even those who otherwise may have never heard of you. Videos, blog posts, social media accounts and other content tell a story about how you make life awesome for users.
Perhaps it’s a sunny day and your company sells sunscreen, among other things. In fact, you’ve just started selling sunscreen a month ago, but how do your current customers know they can get this product from you, instead of the other guy?
First, pick your goals. Know the reason you do what you do, otherwise you will waste efforts. Next, plan your tactics. Decide what type of content you’ll create. This might be text, infographics or, of course, videos. Quality is integral, so make sure that you dedicate the time to do it well. To maximize the audience of your content, make sure it’s sharable on social media platforms. Figure out what tools and expertise you need, and make sure your budget will cover them. This is your content strategy.
You decide to make a video that talks about the benefits of sunscreen, the varieties that you sell and other products like hats and beach chairs that someone can buy from you. You send this video out in a newsletter to your customers, and right next to the link you tell them, “Hey, share this video with all your friends who love the sun!”
Now, measure results. But it doesn’t really end here. Results should pour back into the beginning, and define what resources are pushed in your next round of content.
After a few days, you go back and compare click rates — this newsletter compared to the last one — and sales, this month compared to this month a year ago. If the video was successful (remember the goals you set), you’ll do another.
With digital tools, content marketing can bring your users into the fold, and keep them engaged even when they’re not buying. You’ll find that content marketing is more effective every time you do it — your content creators gets more skilled, and wins begin stacking on top of each other. Soon, you have a portfolio of content for people to learn more about you and what you have to offer. So, what are you waiting for? Start creating!