Marketing is an essential component for business growth. It shares your company’s brand and values with the world while engaging with potential customers and advertising the business’ products or services. As one of the most crucial aspects of any marketing campaign, content marketing is constantly evolving. If you want your company to continue to grow and thrive, it is important to stay on top of content marketing trends and incorporate them into your marketing strategy. Here are four ways you can improve your content to attract more customers.
Focus On Developing Better Content With a Purpose
There is an incredible amount of content available online, but only a small portion of it is high-quality. Content creation is at an all-time high, so it can be difficult for customers and search engines to weed out the poor content so they can find the information they need. Because of this, companies of all sizes need to focus on creating purposeful content that actively engages customers. All types of content need to be engaging and informative to attract potential customers and retain current ones to sustain the company. This is most easily accomplished by creating content that serves a direct purpose rather than promoting the broad brand values of the company.
As a board member and marketing strategist for the home technology company Gridpoint, Mark Crumpacker understands this need to develop more purposeful content. The company’s website features a variety of content types designed to deliver vital information to customers in an attractive and engaging way. This purposeful content shows customers exactly what the company is about in a creative way. This means providing more in-depth research, better keyword optimization, and superior writing for all of your company’s content.
Create Customer-Driven Content
Not only should content be informative, but it also needs to be targeted for your company’s audience. If you prioritize your brand and focus on sharing the company in every way possible, you will be less likely to attract the target audience you seek. However, doing extensive research to discover what your audience needs and wants allows you to develop content that targets them specifically.
This strategy has proven to be incredibly useful for helping companies to rank highly on search engines. Customer-driven content offers entertainment, help, information, or guidance with no strings attached to entice customers to research the company. Knowing that the company offers products or services they need makes it more likely that customers will use the business in question.
For example, ads with catchy slogans may look appealing but have a low click-through rate. The company is better off advertising directly to its target audience. If the ad is for a music-streaming app, you’ll have more success if you promote current hit songs or featured artists to cater to consumers who enjoy that particular type of music. This strategy can be used for any type of business to provide a more targeted approach.
Implement E-A-T To Improve SEO Rankings
To improve their algorithms, search engines use human raters to determine how content ranks. To rank highly, sites must use Expertise, Authoritativeness, and Trustworthiness, otherwise known as the E-A-T scale. By meeting these criteria, the site asserts itself as an expert in its industry, which will attract more customers. Companies can rank higher on the E-A-T scale by implementing the following four practices.
- Updating websites regularly with original content that is engaging, current, and relevant.
- Including a web page listing the company biography and credentials.
- Linking statistics from reputable sources.
- Earning links from other credible websites.
The E-A-T scale helps determine if a website is reputable. Not only does this higher ranking make your site more easily accessible to customers, but it also positions your business as an expert. More people will be willing to try your products or services if the E-A-T content allows it to show on the first few pages of a search engine.
Use Visuals To Make Content More Attractive
People have always found visual content easier to consume and remember, so more companies than ever before are using it to engage with customers. A recent study found that 85% of people consume video content on a regular basis, and many of these consumers find this type of visual content to be more engaging that words on a page.
For this reason, it is important to use some type of visual aid in your marketing strategy to encourage consumer engagement. Videos are the most common type of visual aid. They allow you to advertise your products or services in a creative way while still promoting your brand message and delivering vital information to consumers. Because customers often have an easier time focusing on this type of marketing, it has a higher conversion rate.
If you want your company to be successful, you have to stay up to date on current marketing trend. The popularity of content marketing has made it a hugely successful strategy, so incorporate these four practices into your campaign to reap many significant benefits.