Don’t Just Create Content, Make It Useful
Author: Saheli Golder
Picture this; you are hunting for a college to pursue a degree in fashion designing. What do you do? You visit a college website to find all the information about the course, faculty, placements, etc. If you are satisfied with the information, you apply, or you let be.
Content is the reason search began in the first place. ~ Lee Odden, TopRank Marketing
So, what are those factors that influence your decision to apply? Well, the first impression is the last one. It is the content of the website that demonstrates the college to be better than others. Likewise, there are other business websites, blogs, or videos that showcase relevant and reliable data about a product, service or an organisation. Simply put, this is ‘content marketing’, and in the digital age, it is one of the most effective tools through which brands provide useful information to their target audience in order to instigate favourable outcomes. Marketers who provide valuable content, capture a significant amount of the public’s attention which leads to stronger brand recognition and helps in building the relationship with the target audience.
According to a study by CMI, content marketing leaders generate 7.8 times more site traffic than non-leaders. They also suggest that although content marketing costs 62% less, it generates more than three times as many leads.
You have to realise that the target audience receives a tidal wave of information about every subject and they will give very little attention to your content. You have to understand this narrow set of audience and engage them. To grab the Hot Seat, your content should be story-driven, useful, current and engaging and persuasive. The job is to tell the audience what the organisation wants them to know. People will only accept information that they need to know. You are not trying to sell your product through straightforward advertising, you are conveying a message that you care about your audience’s needs.
Content marketing is all about telling a compelling story. ~ Joe Pulizzi, Content Marketing Institute
Narrative storytelling can illuminate topics for your audience, but make sure to tell important stories in ways that your audience wants, to successfully build a relationship with them. The reason why case studies are pivotal in marketing is because it explains how a product or service adds value to the consumer’s life through storytelling. But the story should grab attention and have an emotional appeal. Make it customer- centric not product centric. Remember that a picture is worth a thousand words.
Stop preaching, start engaging. A well-drafted content will not only promote a brand but also add value to the audience’s life through 'infotainment'. For instance, a microwave company runs a video blog that has a leading chef baking and cooking delicious meals. The viewer is not only hooked to the video blog for more recipes but also admires the utility of the product.
To summarise, content is one of the essential components in building a brand out a business in the digital era. Interesting content is one of the reasons why people follow certain brands on social media. The mantra to a viral content is understanding the target group, engaging and providing a gleeful experience while also strategically promoting the brand.