Content marketing is a bit of a catchphrase in today’s world of digital media. On the surface, it’s any type of content that works to market your brand. But if you truly want to boost conversions with your content, you’ll have to go much deeper than that.
This article will review content marketing and what you can do to make yours stand out from the competition.
What is Content Marketing?
The main goal of producing content is to get noticed. You want to build brand awareness to people who haven’t bought your product before, and you want to stay visible to people who have purchased your product in the past.
Any piece of content you post can garner a passing glance, but if you want people to truly become engaged, you will need to add value. You want to give them information that will help them make their lives better. In doing so, you will stand out as a trusted resource, worthy of their trust and patronage.
Types of Content Marketing
Content marketing is not limited to blogs only. It encompasses any type of material you release on the internet for public consumption. This includes the following.
Infographics: Infographics are valuable because they are images of statistics. People trust numbers. You can tell people the benefits of your product all day long, but if you give them statistics on how it improves quality of life, then they will really buy into it.
You can provide statistics in written form, but people tend to prefer visuals. This allows them to get the information they need at a glance without having to dig through text.
Infographics need to be specially designed, and they are not cheap. They can cost $1000 or more. But if they work to draw in more clients they will be worth the investment.
Web Pages: Web pages are just two words, but they encompass so many things… which is fortunate as if we went through all the types of content marketing that are out there, we would be here all day!
Web pages include text, images, blogs and more. The images and text that are used can make all the difference. Consider the layout and the value you are delivering to ensure your web pages stand out.
Podcasts: Podcasts are the latest rage making them an ideal way to deliver content. The nice thing about them is, they are broadcast on channels you probably would not reach without a podcast. For example, they are often available on the iTunes platform so they can potentially expose you to thousands of people you may not have connected with otherwise.
Videos: Videos remain one of the most effective forms of digital marketing. They provide audio and video elements telling the entire story. They are also more memorable than other types of marketing.
Another great thing about videos is they can be shared across a variety of platforms. You can post them on social media, your website, or include them in emails and newsletters. You might even consider starting your own vlog on YouTube.
Books: Books are powerful marketing tools. A self-help book can be a great vehicle for a life coach. A recipe book will help boost conversions for anyone in the culinary industry.
With self-publishing tools, it’s easier to publish books today than ever. Even if the book doesn’t get read, you can still introduce yourself as author of (so and so book) which helps establish you as an expert in your field.
Books can also be made available in eBook format making for a convenient, downloadable version of your content.
Blogs: Blog articles are a great way to disperse information. Once a blog article is written, it can be shared on social media and other platforms. It can also be converted into a post, a shorter or longer article or a video.
Public Speaking: Content does not have to be exclusive to a publication. You can also book yourself at conventions and conferences as a public speaker. This is a great way to establish yourself as a thought leader in your industry.
You can take public speaking virtual by hosting webinars and workshops. Or you can film yourself speaking at an event and share it as a video across various platforms.
Apps: Apps are all the rage these days, and yes, they can be considered a form of content. They disperse information and work as a valuable tool making a variety of tasks easier to manage.
What are the Benefits of Content Marketing?
Content marketing is beneficial because it assists customers on every level of the sales funnel pushing them closer to a conversion. Here’s how it works.
Awareness: The first step in the purchasing process is awareness. If a customer isn’t aware of your product, they are not going to buy it. Content marketing helps makes your product visible to the public.
Research: Next the customer will want to do research to find out what to look for in said product. Your content can help to educate them by describing product features and demonstrating its value. Statistics will make your content even more credible as it will let people know you aren’t merely tooting your own horn.
Consideration: The consideration process involves customers comparing different products by different vendors to make sure they are getting high quality at a fair price. You can assist them in this step by providing content on how you compare to your competitors, but generally, content won’t pay as big of a role at this juncture.
Buy: You can lead a horse to water, but you can’t make it drink. Unfortunately, no matter how good your content is, you can’t force a conversion. However, you can make a conversion more likely with valuable content and a strong CTA. A CTA is typically placed after the content and clearly tells the customer to engage in the desired action demonstrating the purpose of the content.
So, we see that content marketing works to push customers through the sales funnel. Here are some other benefits it offers.
High ROI: Most content marketing is generally inexpensive. It typically won’t cost much if anything at all to write an article. High quality video can also be captured at a relatively affordable price. Therefore, it’s easy to bring in a considerable profit off the content you post.
No Salesy Sales Tactics: In today’s world, people are aware of spammy sales tactics and, for the most part, they are turned off by them. Content marketing provides value, so you don’t have to resort to being overly salesy and risk ruining your reputation.
It’s Sharable Over Multiple Platforms: Most types of content are sharable over multiple platforms including social media, websites, emails and more. This further improves visibility and increases ROI.
How to Produce Content that Converts
Sure, anyone can produce content, but it won’t do much unless it converts. So how can you ensure your content is doing all it can to boost sales? Here are some suggestions.
Add Value: The number one thing your content can do is add value. To ensure you are adding value, you must think about common problems people face when dealing with your industry. Then write articles that provide solutions to those problems.
Make it Engaging: People on the internet want to be entertained. So, make your article entertaining. Write in an engaging manner using tons of personality and a sense of humor, if it’s called for.
Format it for Readability: Your content will be more engaging if you format it for readability. No one wants to work their way through long blocks of text. Break it up with headlines so they can scan to the sections that interest them. Use short sentences and paragraphs and stay away from complicated wording. Integrate images and video that offer visual interest and help tell your story.
How to Get Started with Content Marketing
Content marketing is as simple as creating a piece of content and uploading it to your social media or website. But you must have the skills to create the content.
For example, you need to be charismatic and have the right recording material to create engaging videos. If you are writing blogs, creativity and grammar skills will be necessary.
If you feel you don’t have the skills to create your own content, you may consider hiring a marketing company. If you go this route, you will need to pay for the company which may reduce your ROI.
However, the company will assist you in creating content that converts and they will post it to attract the highest visibility. Doing so may bring in even more customers making it well worth your investment.
If you are looking for a company to assist you with your content marketing needs, don’t hesitate to contact RTS. We can assist you with videos, blogs, images and more. Contact us to find out how we can help you achieve your business growth goals.
If you have questions or would like to get started, please give us a call at (312) 834-7787 or visit our website to request a free quote and consultation.