If you’re looking to increase the engagement of your audience, content is king!

The best, most effective way of attracting and retaining customers is through rich, relevant and engaging content.

Content, content, content – sounds great but what does it mean?

You probably hear the word content everywhere these days. It has become somewhat of a marketing buzzword but done right it can be a highly effective tactic in your marketing mix.

But what is it? Let’s look at a definition:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

What that means is providing your audience with useful information that is helpful rather than sales focussed The purpose of this type of marketing is to bring your audience closer, gain their trust in your expertise and position as a thought leader in your space so that when they are ready to make a purchase they automatically think of you.

What types of content are there?

There a lots of different of types of content marketing tactics, all with different purposes but it typically falls into two categories; verbal and visual:

  • Blogs
  • Whitepapers
  • Case studies
  • Testimonials/reviews
  • eBook
  • User-generated content
  • How to guides
  • Podcasts
  • Email / lead nurture campaigns
  • Infographics
  • Video/animations
  • Case study videos
  • Explainer videos
  • Social media posts
  • Webinars
  • Advertorials
  • Sales presentations
  • Product demos

Make your content work hard.

Content marketing can often seem daunting and very time consuming due to the amount of it you need to create. It doesn’t have to be.

Be content savvy!

The best way to approach your content is starting with the long-form pieces, for example a whitepaper. Define your theme, do your research and write your piece.

Once you have written it, it will (hopefully) have a lot of rich insight and valuable snippets of information. The key to great content marketing is making that one long-form piece work as hard as possible. Use the great information you’ve gathered and ‘atomise’ it.

What this means is breaking the whitepaper into smaller pieces of content that can be used as social media posts, in email campaigns or as blogs. Here you put the work in to create one long-form piece and use that to create dozens of smaller pieces.

Don’t expect marriage at first sight

On average it takes 8 touch points before someone is ready to make a purchase. Consider that not just in your marketing but in how you shape your content.

Asking someone to buy the first time they see your business is like asking them to marry you on the first date, which, for most people, is too much. People need nurturing, time to do research and get to know you before they’re ready to commit.

Your content should be created around that nurture process, think about what your audience need from your business and build a content strategy that educates them and helps them in the daily lives.

Once they start engaging with your content and they like what you say, you will have gained their trust and are far more likely to become a long-standing customer than asking them to purchase on their first interaction with you.

What makes content even more powerful?

With content marketing becoming so prominent in modern marketing it’s crucial to make the value of your content standout. The best way to do that is through brand.

By weaving your brand and value proposition through every piece of content that forms your audience engagement system, it becomes associated with your business and the value it brings in your audience’s world.

By mapping out your customer journey at the outset it’s clear to see exactly where to apply the correct types of content and what the purpose of that content needs to be. Once you have done that, by applying your brand through every piece you will start to define a unique voice and perspective in your sector, your audience will start recognising it and you will bring them closer to your business.

    If you’re looking to improve the engagement of your audiences, get up to speed with how quality content can transform your marketing performance.
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