In 2019, it’s not enough to try to sell something. In fact, by many measures, traditional “selling” no longer works. The Internet has empowered consumers with information and they now turn to information on the Internet (rather than salespeople or a sales effort) to make decisions. Consumers are consuming information on the Internet at a break-neck pace. But not just any information — they don’t want a sales pitch, they want honest information about your products and services, and answers to their questions. Marketers can boost their brand and sales if they focus content that their consumers want and need.
The Internet is filled with content.
One of the great things about the Internet is that you can find a community for whoever you are. Is your interest ‘80s movies and memorabilia? There are thousands of blogs, social media channels and apps dedicated to Back to the Future, Top Gun and The Matrix. Or maybe you’re into the 1969 Mets. A Google search turns up more than 7.8 million pages filled with statistics, rosters and video from Miracle Mets’ magical season.
The Internet creates many challenges and opportunities for content marketing. For marketers, the good news is there’s probably an audience for whatever your promoting. The old-school approach to marketing was to appeal to a broad audience and to attract as many quality customers to your product as possible. However, with so much specific information now available online, this broad-based approach no longer works. To attract today’s consumers, you need to set yourself apart with specific information about your products and services. How are your products and services truly different and how are you as a company different and better than the other available choices?
Content is king
Quality content has become an essential component of any digital marketing strategy. Content can include social media marketing, search engine optimization, public relations. pay-per-click marketing or inbound marketing. What you write should be helpful, entertaining and/or useful to those who read it.
If your content is strong, honest and helpful, consumers will naturally come to you.
Why did you click on the link to this article? Why do you sign up to get a newsletter? Why did you visit any webpage or social media post in the past week? Most likely, it’s because you found value in that site or the information the site promised to provide. Websites that answer questions and give customers what they need are “sticky” and encourage engagement in the form of page visits, newsletter signups, chat sessions, calls, leads and ultimately, sales.
Also called “Inbound Marketing”, content marketing is designed to lead the consumer to come to you, as opposed to outbound efforts like advertising, direct mail or email where you are pushing your message out to potential customers. Content marketing does a better job at connecting with customers and because of this, it drives higher response rates. Content marketing can create a stronger attachment between a consumer and a brand or product. Effective use of content marketing can drive increased sales at lower cost and improve customer loyalty and retention.
Content marketing can include infographics, web pages, blogs, podcasts and videos. It can include calls to action, such as subscribe or share.
If you’d like to learn more about how to use content marketing to enhance your brand, naturally attract customers, and build loyalty with your existing customers, we’d love to help. Feel free to drop us a line at 203-682-4585, shoot us an email at info@adedgemarketing.com or Contact Us and let us know what’s on your mind.
