The days of running traffic to a “squeeze” page (a.k.a. Lead capture page) are numbered. More and more online marketers see their conversions rise when they drive traffic to an article, video, or infographic that provides useful information to their targeted audience within their niche. Therefore, valuable content is the foundation of your main marketing strategy.

 

The Big Boys Use It, Why Shouldn’t You

What do Procter & Gamble, John Deere, and Microsoft all have in common? They all use content marketing in their advertising campaigns. Why? It works.

Big-brand businesses know that the best way to establish their authority and keep it is to provide high-quality content that informs and engages their visitors, prospects, and customers. Large and small businesses that establish themselves as authorities within their industries through quality content receive almost 8% more traffic than those who do not use it in their marketing.

 

Added Benefits of Content Marketing

Besides getting more traffic, content marketing has the following additional benefits:

  1. Cost-Effective: 62% less expensive to employ and maintain a content marketing strategy than any other form of marketing.
  2. Lasting Relationships: Brand loyalty is essential for long-term success. Content marketing establishes this loyalty by providing “free-of-cost” media in the form of articles, infographics, pics, and videos to a brand’s core audience on an ongoing basis.
  3. Increased Conversions: Before most people on the buy, they research online (81% of shoppers go online and do some form of research before buying). Brands take advantage of this and try to be the leading research portal which propels the prospect along the “buyer’s journey.”

 

Start Creating Content

Now, you probably are wondering how to go about creating high-targeted, high-quality content.

Wait, isn’t it hard to come up with good content on a regular basis? Yes and no. Yes, if the process is done ad hoc. No, if you follow a simple, streamlined process for developing good content.

 

Content Creation Process

Here is the process that has been shown to work well for most content:

 

1. Define Your Audience

In other words, answer this question, “Who is your audience and what do they like?” If you already know who your core audience is, then skip this step. If not, you can ask your social media followers, email list, or current customers the following questions:

  • Which kinds of products/services do they like?
  • What do they like about your products or services?
  • Which competing brands do they like?

This information is invaluable and will not only help you identify the kind of people you should create your content around but also help you improve upon your services/products.

 

2. Audience Location

Once you know your core audience, find out where they hang out. If they are spread out in more than three platforms, choose the top three, or you will be exhausting yourself in trying to reach them.

Some beneficial ways in which to find your audience is by reading industry reports, frequenting relevant forums within your niche, and conducting interviews of your current followers, subscribers, and customers.

 

3. Favorite Content

Next step is to figure out what kind of content they like and want. This will take the guesswork out of figuring out the subject matter of your content, the format of your content, and the deliverability of your content.

  • Does the user like in-depth articles?
  • Do they enjoy posts and videos?
  • After finding the answers to these questions, figure out the following:
  • What does my audience need and want?

The primary objective here is to fulfill their needs first before thinking about which level of the sales funnel they are a part of. Additionally, which type of content best suits that particular stage. This will come later, first give them what they want!

 

Tips To Create Effective Content

As with all marketing endeavors, the more you do, the better you want to get. This is the ongoing process of optimization – always making the best use of any given resource; In this case, content.

The following tips will help you maximize your content and establish you as the “go-to” brand for your customers, leads, and visitors.

 

Tip 1: Engage Your Audience in 3 Minutes or Less

On average, online users view content for 2 minutes & 27 seconds.  Therefore, you have less than 3 minutes to “grab” your visitors’ attention and keep them interested so they can move further along your sales funnel.

You should not expect immediate conversions. However, it has been shown that buyers tend to read materials related to a product or service outside of the standard work week – at their leisure. This means that instead of providing them everything right up front, give them a summary. Then, supply the details in a PDF or other downloadable materials.

 

Tip 2: Any Day is a Great Day for Content

Contrary to popular belief, the best days for providing content is not necessarily Tuesday and Thursday. According to online marketing research, online visits to seller’s websites were, for the most part, evenly distributed throughout the week.

Send your content in an even and steady stream focusing more on what type of material your audience likes and tailoring it to the specific stage in the funnel they are in. In this way, your content marketing continuity is not interrupted, and you are regularly engaging with your audience to keep them interested.

 

Tip 3: Use Mobile-Friendly Content (Not Exclusively Though)

Every online marketer knows that more people are connecting to the Internet through mobile devices these days than they do through desktops and laptops. However, most of the buying decisions still happen on desktop devices.

While mobile is slowly catching up to desktop when it comes to online purchases, it is best to produce your content so that it is easily viewable on all devices. Some of the critical strategies in which to accomplish this include the following:

  • Use more visuals to convey essential points.
  • Keep text short and to the point.
  • Allow viewers the ability to download documents and PDF’s for further examination at their leisure.

 

Tip 4: Do Not Diversify Your Content – At Least Not Too Much

Once you figure out which type of content your audience prefers, continue to stick with that. Many marketers feel that they need to provide all forms of content to keep their audience interested. Studies, however, have shown that this is not the case. It depends on your market, niche, and audience.

The best form of content is the one your potential buyers want. Once you figure this out, the smart thing to do is to continue to provide them with it. However, if you are interested in knowing which type of content gets shared the most across the web, it is Infographics.

Now, we are not saying that all of your content should come in the form of an Infographic. However, consider using an Infographic from time to time in your content marketing. It does increase the chances of your content going viral and helps to establish brand awareness throughout various online platforms.

 

Conclusion

Try to keep your content creation and marketing simple. Focus on the main points listed above and see the success follow.

Relevant content tailored to your target audience is a great way to build brand awareness, drive traffic to your site and offers, and build a reputation as a top-authority in your niche. Best of all, if done correctly, it can be done entirely free!

Digital Strategist
Jennifer’s love for digital marketing started at a young age while managing blogs and social profiles for her family’s businesses. Since 2013 she has been working in the space professionally and holds a degree in marketing from the University of Maryland. One of her greatest pleasures is seeing our fulfillment team execute the strategies she outlines, and seeing the finished product.