According to HubSpot, 70% of consumers say that quality information is one of the most important things when it comes to making a purchase. That doesn’t mean they buy based on price; studies show that value drives sales, not brand loyalty.
But good information does help people make a decision. It makes them feel more confident in their choice or helps them understand their choice better.
Content marketing allows you to create all kinds of informational assets that can be used by your customers or audience. You can start with using single pages on your website, but maybe add videos or blogs related to your product.
The key with any kind of content is to know your customer and their reading preferences. Just because something works for someone else doesn’t means it will work for you.
You want to give away valuable resources that have little to no cost? Then your content needs to provide significant value in order to encourage people to take time from their day to read it.
An asset is anything that can be of value to someone in exchange for something they want or need, such as your product or service. You create assets to promote your business.
Some businesses make money by offering products or services. However, more and more companies are turning to what they call “asset-based marketing” to generate interest and sales.
Assets can be physical (i.e., buildings, websites), digital (codes, recipes), documents (invoices, reports), things (invitations, stickers) or events (conferences, webinars).
You use resources to build assets. For example, you can spend money buying ads in search engines or social media groups. Or you could buy customers through a newsletter or other resource.
Whatever method you choose, this represents an investment that you make into acquiring these assets. For example, if you invest $1,000 in building a website, then you will probably pay somewhere between $2 and $5 per click price to acquire new clients.
There are many types of assets used to attract people and gain followers. People like sharing videos and articles online via weblogs, Facebook pages, and various social networking sites.
Businesses also have assets like products and promotional materialssuch as brochures, hats, books, and calendars. Anyone can sell goods on Amazon or run internet advertising campaigns.
However, being aware of what kinds of assets
Consistency is key to effective marketing.If you tell your story once, people will forget it.You’ll have to re-tell it again and again until people start remembering it.
Content repetition is a common strategy among most popular marketers.For example, look at the blogs of today's top brands. You'll find that they share links to articles with similar themes over and over.
They base this on their understanding of how human memory works.We get more familiar with information that is repeated.By having these stories told repeatedly, they are able to build emotional connections with them.
This increases the likelihood of someone reading them and learning something from them.
Even if your content is helpful, that’s not enough for marketing. You also need to have a message about what you want them to do after reading it.
There are two schools of thought when it comes to call-to-actions. One says they should be bolded or highlighted; the other suggests having a specific call-to-action button every time.
Which one you choose depends mostly on how you like to write. If you prefer writing in bullets or short sentences, the second option is easier. But if you like writing in paragraphs, with detailed instructions, then go for the first one.
After you’ve launched your content marketing campaign, what do you have to show for it?
You need to measure the results of your work to see if there’s a market for it. Content marketing works because consumers receive goods or services that they can use right away. If you’re in business, you probably spent money on advertising to promote your products and services.
Content marketing is an effective way to draw people into your world and keep them interested. You did spend money on it, though.
To know if content marketing is working for you, look at clickthrough rates (CTRs). A CTR is how much space viewers give to information from a page after viewing it. It indicates how useful the viewer finds the page content.
For example, suppose you create a web article featuring a brand new product. The article has a catchy title and direct writing, as well as detailed imagery.
Suppose hundreds of people view the page. Only 25 of these people decide to click through to your website to find out more about the product.
The clicking rate of your web page is only 1/25; the overall effectiveness level of your online marketing campaign.
One of the biggest reasons that people fail in content marketing is that they focus too much time looking out for their own needs.
They spend more time trying to promote their brand or talk about their products than actually producing useful, engaging content that they want to share with their audience.
By investing in quality content and promoting this content through other channels, you are also helping to expand your follower-base. Your followers will then become advocates who spread the word about your content, growing your fanbase.
You should never forget that the best way to attract an audience is by being helpful and providing valuable information others need and wish to read about.
It’s all about giving things of value before asking for anything in return. The better you help someone, the bigger reward you will get back from them.
And the better your content, the greater chance people have to enjoy it and respond positively to it. That means you should always be focusing on how to give good content to people instead of demanding attention yourself.
There are many ways to improve your content marketing. From using video to creating interactive elements, there are many strategies you can use to shine as an expert in your field.
You can also network with other experts and collaborate with them on articles and posts to make them feel more comfortable and able to reach out to you for help. You can do this by offering a free service or product that fits within their expertise.
Your goal is to give professionals trust in you and your work so they will keep coming back for more. Over time, this helps builds confidence in you and your skills which boosts your own self-esteem.
Furthermore, having others refer to you as an expert makes you feel more experienced and knowledgeable, which is important when looking for a job or promotion.
The most powerful way to drive traffic is through business networking. Businesses that work together tend to trust one another and buy products from each other more often.
Partner with local businesses in your area or connect with others through social media to increase exposure to your content. You can also sponsor events hosted by third parties.
For example, if you’re involved in any kind of sport, promote your sponsors by sponsoring teams or recruiting people to come out to games and events. Networking is an excellent way to gain new followers and make connections.
Events are an effective way to connect with your audience, build relationships, and create opportunities for them to know you and like you. People love attending events hosted by others – it’s socializing after work or life balance issues that prevent them from doing so.
Find event hosts on local businesses websites, in online community blogs and forums, and through friends. Search for events of interest and check out their posters or fliers. Be willing to learn about how to host events to gain experience.
You can start small with events to expand your network. For instance, organize fun outdoor events such as yoga/hangout sessions, movie nights, paint-outs, toy drives, and game days. Or, plan dinner outings and family movies.
Plan activities you think everyone would enjoy and invite them to join you. You will increase participation rates significantly. Let everyone know what we're hosting via email, twitter, facebook, and other methods.
Tell them when and where things are happening, and encourage them to come along. People will feel more involved and connected if they understand why you're asking them to join you.