Using Digital Content Marketing to Create Better Consumer Relationships
Content marketing increases brand awareness, gives your website something to promote, and builds deeper connections with consumers. In today’s world, consumers aren’t necessarily looking for the ‘cheapest deal’. They’re looking to make a connection with the brand they’re buying from.
If you’re a new business or website, that means developing brand identity. Content marketing is a cost-effective way to accomplish this, personalizing marketing to the target audience and speaking to them directly without a middleman.
Content marketing does not necessarily mean writing blogs and articles for your website. Content marketing can be images, video, infographics, and all kinds of different things. Though writing plays a role, digital content marketing encompasses many different categories of media.
A mistake that a lot of businesses make in developing content is they see it as a commercial. To some degree, yes it is however it does not need to read like that. Content should be fun, informational, engaging, and/or purposeful. It shouldn’t be sales-y. If a website’s content marketing is authentic, their audience will take notice. You don’t need to be selling to them every moment to derive revenues from that relationship.
The most successful content marketing is those that are immersive and that tell a story. A great example of this are the hundreds of Christmas commercials produced every year. Taking a look through these commercials, you’ll see companies emphasizing storytelling with a slight nod to products or services they may be selling. Year-round, your content marketing should take similar approach, emphasizing storytelling over selling.
There’s a misconception about digital content marketing that it is expensive to produce. Depending on the media, potentially, yes it is. In large part though, studies have shown that it’s less than half the cost of outbound marketing while also generating up to three times as many leads. That’s a lot of return for a fraction of the cost! The real “price” of content marketing comes from the creativity investment required to craft the most compelling content.
To that last point, what’s compelling to one audience may not be as engaging to the next. Thereby, it’s important to know your audience. Personalize content according to what your audience wants. Know their values, motivation, likes, and dislikes. Remember to focus on the emotional connection and the development of a relationship from company to client. Connection-oriented content that makes the customer feel something will win the marketplace!
Beyond knowing your audience, it’s always important to research. The market is always changing, and data and insights are real information that can be used to build effective content. There’s plethoras of information out there to analyze and understand consumer habits. If you want to learn how to tell the right story to your audience, there’s probably a good amount of data out there to support some of the content development strategies you might be thinking of.
If you’re looking at creating customized content marketing for your audience, speak with a representative at Unlimited Exposure today. We would love to help. As experts in SEO, digital marketing, eCommerce, social media, and more, we can assist in building stronger consumer relationships and loyalty to your brand. If you’re serious about increasing sales and using digital content marketing to do so, contact Unlimited Exposure.
