QUALITY CONTENT vs. the BRIGHT, SHINY OBJECT SYNDROME

We’ve all been there… tempted by the allure of the latest and greatest. In marketing, this can take the form of the newest and hyped social media site, exciting applications for AI and more.

Each one may have its place in the context of a successful Mar Com campaign. But just like mama told you, the “old,” established methods are still the best.

Quality Content is Still King

Rather than placing your strategic bets solely on the latest and greatest marketing trend or focusing exclusively on top keywords to expect performance, relevant content is the bedrock of a successful campaign.

Targeted content ranks high in creating a positive first impression of your brand and helps potential customers solve their problems. These messages are based on thoroughly understanding who your potential customer is and what their needs are. Then, provide the information that helps create confidence in your product or service and incline them toward doing business with you.

Quality Content Can Improve Your Marketing in 3 Ways…

#1: Create a Great First Impression

When potential customers visit your website during the first phase of the buyer’s journey, they are becoming aware of services they need. They’re trying to decide if your product or service is what would solve their problem.

Your content needs to be smartly positioned and show that you’re a credible business that can meet their needs. Quality content is believable and shows that you understand and can resolve their problem…therefore creating credibility and relevance.

Information can take the form of testimonials, info graphics, white papers, blogs and more.

#2: Helps Rank Higher on Search Engines

Fresh content that’s relevant to your audience gains higher ranking on search engines.

Google, for example, indexes a page based on keywords, semantic relevance and back links to other credible websites.

If you create helpful content and get it in front of the people who match your customer profile, that will always be considerably more effective than wowing them with marketing gizmos and having them look elsewhere to meet their needs.

#3: Give Visitors the Information to Buy

Good, targeted content that helps solve problems can help convert your website visitors/leads into customers.

All messages should be directed to a specific goal, like purchasing or completing an inquiry form. It’s important to understand and strategize how visitors move through the website and the sales funnel. It can be beneficial to engage heat mapping software, like Hot Jar, that tracks how someone moves through the website.

That’s why understanding and strategizing your visitors and the type of information they seek makes your content much more valuable and successful.

Customer Relevance is Key

The lure of the bright, new shiny object is great! It can have an appeal and can have a place in the marketing mix.

So use that new social media platform if it fits in with your market and adds value, or utilize AI if it’s a good fit. When mixed with other on-target media and valuable messaging to aid in the buying decision, they all can create a synergy resulting in success.

While following the tried and true method of first understanding your customer and then reaching out to them with the information they need during their phase of the buyers journey may not seem as sexy at first, but what will be attractive are the results in sales and brand building.

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