Reaching out to potential customers is now easier than ever before thanks to the Internet. Search engines, social media, podcasts, and video provide your company with access to a massive consumer market.
Publishing content online is one of the most effective long-term strategies for reaching that market. Online content increases your company's authority, brand awareness, and sales.
By reaching out to communities through content, your company can create brand advocates who will buy your products for years and recommend them to their friends and family.
When you announce a new product line, they may learn from your blog or social media content, share your products with their followers, or make a purchase.
Content can be published on your website or reused across multiple platforms. It can be delivered directly to your target audience's email inboxes. If they subscribe to your podcast, they will receive notifications whenever a new episode is released.
Content assists your company in obtaining:
Increased brand recognition
Content is the versatile engine that powers your company's online marketing.
Here’s what you need to know when publishing content online:
Here's what you should know before publishing content online:
1.Lead with Value. Giving value (free information, advice, and tips) strengthens your company's credibility and keeps it at the forefront of consumers' minds.
2. Map out the customer experience. Content marketing is a form of storytelling that takes customers through various stages:
Awareness. This is the stage at which prospective customers learn about you and your company. With a call-to-action to subscribe to your newsletter, move customers from the "Awareness" stage to the next. At this point, the content could be:
- Instructional Video/ Tutorials (from search like Google or Pinterest)
- Post that went viral (something people will share or retweet)
- Reports on expert content or analysis
Consideration. At this point, potential customers are aware of your existence and are considering purchasing from you. They are already a part of your network. The content can be divided into two parts: educational and promotional. Customers will be reached through content such as newsletters, case studies, and podcasts at this stage.
Decision. Customers who have reached the decision stage have faith in your company and are considering making a purchase from you. The purpose of this content is not to educate or raise brand awareness. It's to discuss the advantages of your products or services. At this point, the call-to-action directs the customer to make a purchase or begin a free trial.
3. Develop a strategy.
A strategy is essential for ensuring that your team meets its objectives.
What is your goal when it comes to publishing content?
What is the plan for monetization?
How do you intend to achieve your objectives?
Set an audience intent for each platform. Does your target audience look to Pinterest for ideas? What about Instagram for tutorials?
4. Be a part of your community. Make use of content to interact with and engage your community! Make them feel as though they are a part of something. Create content that engages them in what you stand for. Share user-generated content.
5. Assume the role of category leader. You can also use content to set your company apart in your industry. How does your company stand out from the crowd, and how can you create content to reflect that?
6. Create a brand style guide that includes brand voice and tone. A brand style guide ensures that your team's publishing is consistent. It can also serve as a point of reference when brainstorming content ideas for publication.
When you are educational and helpful, customers move through the customer journey. When you go beyond publishing content about your products, customers start to see you as a part of their everyday lives beyond your products or services.
Social media gives us free access to a massive market. Through shareable content, you can build a timeless brand awareness that goes beyond the products you sell today.