CREATING RELEVANT AND ENGAGING CONTENT
Inbound marketing involves mainly the creation of relevant and engaging content to interact with, educate and inform customers and prospects. This marketing strategy prevents the targeted customer from blocking information, as he would to messages communicated through traditional marketing strategies. It also helps the company to nurture and convert the customer to promoters of their brands and build a relationship with the customer. As mentioned, inbound marketing strategies involve mainly the creation and distribution of content. Despite the great advantages of inbound marketing, companies face diverse problems in coming up with appropriate content for their target market.
Engaging content is one that is found by the target customer to be relevant, attractive and appealing to make him want to stay longer on your page to learn more and compelling enough for action to be taken (making a purchase and sharing via social media).
Content creation has been in existence since time in memorial, as far back as 1891 with August Oetker, and has only recently been given this fancy name: Nonetheless it is relevant to driving great inbound marketing. To attract the attention of prospective customers, marketers need to create relevant and compelling content to provide the customer the information he needs through education.
Creating relevant content does not only help you generate sales leads, it also makes it easy for people to find you on the internet as Google indexes your page as a relevant and authoritative source of good content, isn’t that great!
To create relevant content, the marketer needs to create a content marketing strategy. Developing a strategy helps the marketer to ultimately develop a tailored message for the target audience which will have a higher probability of getting attention. Once content is found to be relevant, the customer will keep going back to the source for more information and will even share that content. The content strategy is useful as it provides a map which is important to get the company to its desired destination. It should however be noted there are some mistakes which can be made while developing a strategy and this will be discussed in the next article. The inbound marketing strategy covers;
- the purpose for deciding to innovate with inbound marketing
- objectives to be achieved with the content
- targeted audience for the content created- this helps with the tailoring of content to suit them according to their needs (whether awareness creation or converting sales leads)
- your brand story- the messages and ideas you want to convey
- appropriate channels to distribute the content
With strategizing comes implementation and with implementation comes the issue of creating engaging content. As mentioned earlier, engaging content is one that is found by the target customer to be relevant, attractive and appealing to make him want to stay longer on your page to learn more and compelling enough for action to be taken (making a purchase and sharing via social media).
To create engaging content per the definition given, marketers need to always create honest and consistent content which has value to the target audience.
People will always stay on a page which provides genuine and valuable information they need on a product or service and how it is beneficial to them. Once the audience form an attachment to your brand, they will always come back for more and stay longer on your web site and they will also find it necessary to comment on your posts and also share what they have learnt in their communities. This also eradicates all barriers people may have concerning your brand which could even make them go further to subscribe or even pay for your content.
Creating and distributing your content consistently will also help you to attract more readers. You also get recognized by Google’s algorithms as a site which is consistent with content publishing and this helps you get organic search ranking by this search engine.
The only ways to create relevant and engaging content are through developing a detailed content strategy and creating honest, consistent and valuable content to drive traffic to your web site in order to generate sustainable leads.
Many businesses are able to draw a strategy for their inbound marketing activities but face big problems in being consistent in developing engaging content. Freelancers and digital marketing agencies such as Kaptiveit have sprout up to help companies create and distribute content in inbound marketing. As mentioned, there are some mistakes which can be avoided when developing a content marketing strategy and this will be discussed in a later post. Cheers!