Content is king: Content strategy to engage target groups
There is absolutely no substitute for good content. Your efforts to increase the number of visitors to your website are futile if your website content is unable to engage the visitors. Research has shown that conversions are more likely when potential customers spend more time reading through the website content.
Why is it so important?
Customers today have far too many options, when it comes to buying a certain product or service. Hence, it is only obvious that they search for genuine information to educate themselves before making a purchase. Internet, with its vast sources of information, has become a popular destination for these information seeking consumers. This is an immense opportunity for any brand to influence potential customers by providing them with authentic information.
It is no longer sufficient to directly market a product with quality promise. Your content should be able to establish yourself as an industry expert. Once people feel that they could reply on the information you are providing, they will also trust your product and services. Further, if they are like your brand, they will spread the word through social sharing.
Elements of an effective content marketing strategy
Content that is informative, interesting and even entertaining is more likely to be shared by online readers.
- Quality over quantity – Internet is already full of massive amount of all kind of information and hence it is important to emphasize on quality. Although, people seek information to educate themselves, they can easily identify quality.
- Targeted content – It is important to first understand the kind of information your target group is looking for. Providing marketing content on your product and services alone isn’t enough. Creating content that addresses their questions, concerns or gaps in understanding something is more likely to not just engage but influence them.
- Integrating SEO – Internet has a lot of information and hence you must direct consumers to where your content is.
- Make it interesting – Content doesn’t have to be always in words. Use infographics, expert blogs, images, videos, whitepapers and other digital assets to create interesting content.
- Presence on social media – Share your content on all (relevant) social media.
- Be responsive – Unlike offline marketing, online marketing requires engaging with the consumers regularly, especially once you are on social media. Monitor your social media accounts regularly and be responsive. Engage with people who interact with you.
- Content marketing and advertising – Integrate your content marketing strategy with your company’s overall marketing strategy.