Today, the most successful websites are those that understand the value of good SEO, which is driven by content. Successful marketers understand the vital importance of providing consumers with high quality content in great abundance, and for good reason. According to the Custom Content Council, sixty-one percent of consumers admit that they are more likely to buy from a company that has custom content than one that does not. This is why many content marketers will encourage their clients to create custom content in high quantities. But is it really all about the content?
Understanding Content Marketing
When it comes to content marketing, marketers often discuss how to create specific content pieces, build a content strategy and understand the performance of different content types. They rarely focus on the actual purpose of the content they create, or how implementation, distribution, user experience and other factors can affect their audience’s thoughts, feelings and actions. But the fact is that content marketing isn’t really all about the content, it’s about maintaining or changing consumer behavior.
Content shouldn’t simply “exist”, rather it should be aimed toward creating customer loyalty and retention, activating latent demand and driving conversions. Obviously, this cannot all be achieved with a single piece of content, regardless of how wonderful it is, which means content that is tied into the business’ goals must be provided and be distributed in such a way as to garner the desired results–on a continuing basis.
If a business’ content can successfully change a person’s behavior, address their needs and convince them of the value of the business’ services, there is a good chance they will earn that individual’s loyalty and business. Meeting client needs can help the business to reach their own goals, and it can be done by simply using content that builds an emotional connection with the client, inspires feelings, builds trust and provides a positive user experience. Needless to say, content that is simply produced for the sake of providing “new” and “more” content will not achieve this effect.
The Best Types of Content
The best types of content presents clear advice that a user can follow to see immediate results. This establishes trust and interest, which is what drivers consumers into a business or company. A consumer often searches available content in order to find answers to questions they have–they don’t want to end up with convoluted explanations that fail to answer their questions.
Following the guidelines to building a content platform for your online marketing is the difference that you’ve been looking for. Giving potential clients the information and answers they may be trying to find can be what pushes them over in choosing you versus a competitor.
With online purchases taking over the cyber-central world, it’s important to stay relevant and on top of the trends. Online content is a top tier for online businesses. Contact us today to learn more and have us help you reach your online goals.
