What content marketing is all
about? If you think that the principal goal of writing good website content is telling
the story of a company and services it offers, you are not right. Content does much
more than that. Successful content marketing is aimed at building trust. It
doesn’t matter what type of content you’re creating, the actual purpose should
be to reach the high level of trust between the brand creating content and the
consumer of it.
How to stand out the online marketing
noise?
347 blog posts appear every
minute. It is the age of information overload. Don’t forget about a variety of videos,
information that comes over email, Twitter and Facebook posts. Beyond the pieces
of content created and shared online, we create a great amount of ads. Therefore,
the average internet user can see about 5000 ads a day.
With so much information being
created for internet users, it is very important to consider what can make us
stand out. Some companies say that it depends on the frequency of content and
some tell that on the content quality. However, both of these things matter. Many
companies, including those, which have limited financial asset to spend on
their marketing campaigns, decide to pay for creating high-quality content,
which can build trust between the consumer and the brand.
The following 5 steps can help
in reaching the greater level of trust with your targeted audience:
·
Define your audience. You should
certainly know who you are writing for. The only way for content to be successful
is aerating and giving the right content to the right reader. So think about the
principal and secondary goals of your content-marketing campaign.
- Determine content form, location and frequency. Trust consists in putting the information the clients want in places where they can make a good thing of it. Therefore, in case your clients mainly seek content via e-mail then make it available to them. Great content marketing has to be seen.
- Engage, promote and share. An important part of the building trust process is making sure that your content is available. However, don’t forget that it should be helpful awareness and not a boring spammy promotion. Sharing is effective, when it is done on those platforms where your targeted audience is active. Represent the content accurately: the reader has to understand at a glance why he/she may want to consume the content.
- Connecting with your brand should be simple. Don’t forget to make it easy for the perspective clients to connect with your company. Make sure your clients are interested in the company services and make them more connected to your company brand through phone, e-mail, RSS, etc.
- Analyze and optimize your content. Company managers have to analyze what is being shared and viewed by website visitors. In case some content has an effective response and some is greatly being ignored then companies should pivot to create more of what their audience is engaged with. This will attract more readers and give much more opportunities to build trust with the audience.
Once informed it comes down to being
active, connected and available for the customer to learn and find out more.
Then companies must continue to self-actualize and ask themselves, "Are we
providing the content our audience wants"? And pivot when necessary.
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