Why You Need A Digital Content Marketing Strategy

Why You Need A Digital Content Marketing Strategy

Content is information on any subject that is delivered by using a media distribution system, such as a blog post, podcast, article,  or video.

There was a time when the trade-off for having access to our favorite program was sitting through random commercials (content) that had no relevance to anything we were concerned about in that moment. Nowadays, we can avoid that trade-off by recording our favorite shows so we can fast forward pass the commercials. We have options. Options make us less likely to patiently sit by while businesses try to sell us product after product. We often exercise our option to fast forward online as well, by clicking to the next website. 

Content is information on any subject that is delivered by using a media distribution system, such as a blog post, podcast, article,  or video.

There was a time when the trade-off for having access to our favorite program was sitting through random commercials (content) that had no relevance to anything we were concerned about in that moment. Nowadays, we can avoid that trade-off by recording our favorite shows so we can fast forward pass the commercials. We have options. Options make us less likely to patiently sit by while businesses try to sell us product after product. We often exercise our option to fast forward online as well, by clicking to the next website. 

Universal Information Source

The vast majority of people go online whenever there’s a need for information on any subject. There are multiple platforms they can go on to hear the opinion of more than one voice.   They read blogs and go on Pinterest and Instagram to get information about products and services they’re interested in.  They go on platforms such as YouTube and Vimeo to watch video tutorials that will show them how to do things, like play guitar or fix their phone. 

There are so many choices that it’s easy for people to get several points of view on any subject. It is also easier to hear about experiences, both good and bad, that other people have had with a specific product or service. This behavior makes it hard for companies to get away with false promises about how a product will make someone’s life better if they use it. The old way of marketing just won’t do. The internet has given consumers more choices and greater control over the information they ingest. 

Give The People What They Want 

Taking this behavior in account, a content marketing strategy involves researching, anticipating and then creating content that consumers are interested in, rather than hyping up a product to create interest. 

Although the ultimate goal is to drive targeted traffic to products and services and ultimately make sales now, content marketing is a future planning strategy. Content marketing is a marketing strategy that is focused on building a long-term relationship with a consumer. Any business using content marketing also has the opportunity to build a diversified user base, by engaging with new types of customers. For example, a company selling outdoor shuffleboard equipment may find that their content is of interest to a younger demographic than expected.  Businesses can build a relationship, with this unexpected customer group, by nurturing their interests on a consistent basis. 

Marketers should provide relevant content, so customers and potential customers don’t tune them out online. The relevant content created must help build a reciprocal relationship. It must engage the new and existing customers and solves problems. It must be content that answers the questions that prompted the consumer to come to the website in the first place. A good piece of content can do more than produce a sale. Good content and consistently good content can build a relationship with the buyer and create multiple sales.

Here’s an example of how this works: 

Let’s say you sell bee supplies. On your blog, podcast, website, or YouTube channel you will create content in the form of articles, posts or videos that discuss individual topics related to the beekeeping niche. The goal of some articles, posts or videos would be of value to people just starting their beekeeping journey. Other articles, posts or videos would be of value to longtime beekeepers. Through your content, you will be providing them with information they need for each step of their journey.  You will also gain the reputation of being an expert in your product category. Your company site will be the place they return to repeatedly and more than likely the place they will go whenever they need a new product. 

Universal Information Source

The vast majority of people go online whenever there’s a need for information on any subject. There are multiple platforms they can go on to hear the opinion of more than one voice.   They read blogs and go on Pinterest and Instagram to get information about products and services they’re interested in.  They go on platforms such as YouTube and Vimeo to watch video tutorials that will show them how to do things, like play guitar or fix their phone. 

There are so many choices that it’s easy for people to get several points of view on any subject. It is also easier to hear about experiences, both good and bad, that other people have had with a specific product or service. This behavior makes it hard for companies to get away with false promises about how a product will make someone’s life better if they use it. The old way of marketing just won’t do. The internet has given consumers more choices and greater control over the information they ingest. 

Give The People What They Want 

Taking this behavior in account, a content marketing strategy involves researching, anticipating and then creating content that consumers are interested in, rather than hyping up a product to create interest. 

Although the ultimate goal is to drive targeted traffic to products and services and ultimately make sales now, content marketing is a future planning strategy. Content marketing is a marketing strategy that is focused on building a long-term relationship with a consumer. Any business using content marketing also has the opportunity to build a diversified user base, by engaging with new types of customers. For example, a company selling outdoor shuffleboard equipment may find that their content is of interest to a younger demographic than expected.  Businesses can build a relationship, with this unexpected customer group, by nurturing their interests on a consistent basis. 

Marketers should provide relevant content, so customers and potential customers don’t tune them out online. The relevant content created must help build a reciprocal relationship. It must engage the new and existing customers and solves problems. It must be content that answers the questions that prompted the consumer to come to the website in the first place. A good piece of content can do more than produce a sale. Good content and consistently good content can build a relationship with the buyer and create multiple sales.

Here’s an example of how this works: 

Let’s say you sell bee supplies. On your blog, podcast, website, or YouTube channel you will create content in the form of articles, posts or videos that discuss individual topics related to the beekeeping niche. The goal of some articles, posts or videos would be of value to people just starting their beekeeping journey. Other articles, posts or videos would be of value to longtime beekeepers. Through your content, you will be providing them with information they need for each step of their journey.  You will also gain the reputation of being an expert in your product category. Your company site will be the place they return to repeatedly and more than likely the place they will go whenever they need a new product. 

An Email List Builds Relationships & Business 

While you are building relationships, you could also build a mailing list. You can have a link or form on your site giving them the option to sign up for your mailing list in order to be notified about sales, coupons or new products. You don’t want your content to give the impression that you’re only providing it so you can hit them with a sales pitch at the end.  Adding an email marketing strategy allows you to add more  structure to your interactions with your customers and provide product sales information separate from your informational content. 

Done correctly, content marketing can increase traffic to your company, increase sales, and increase the number of loyal, repeat customers.  A marketing strategy that increases the number of loyal customers reduces the amount of money you spend on traditional advertising. 

An Email List Builds Relationships & Business 

While you are building relationships, you could also build a mailing list. You can have a link or form on your site giving them the option to sign up for your mailing list in order to be notified about sales, coupons or new products. You don’t want your content to give the impression that you’re only providing it so you can hit them with a sales pitch at the end.  Adding an email marketing strategy allows you to add more  structure to your interactions with your customers and provide product sales information separate from your informational content. 

Done correctly, content marketing can increase traffic to your company, increase sales, and increase the number of loyal, repeat customers.  A marketing strategy that increases the number of loyal customers reduces the amount of money you spend on traditional advertising. 

April 28, 2020 | Perry Maxwell

April 28, 2020 | Perry Maxwell

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