If you are like me and are considering a purchase of some kind, you have questions and you almost certainly go online looking for answers. You may not even know if a product or service exists to meet whatever the need is that you have.
Finding what you are looking for is not always an easy task. One reason is that websites of many companies are not focused on the questions you have. Rather, they are focused on why you should choose them.
When you find what you are looking for, you feel elated and likely an attachment to the company that provided the information. In fact, you may have found several possible options. Now your task is to educate yourself on what is involved and the relative merits of the options you have discovered. That is where effective content marketing is the great differentiator.
What is Content Marketing?
A familiar phrase is “content is king” and that is certainly true when is comes to answering customer questions and providing them with the information they need to make an informed purchase decision. Content can be in the form of written, video, audio, or other content that answers customer questions.
Successful content marketers understand the content needs to be relevant. Content that answers customers questions is clearly relevant. So, how do you know what content to provide? Start by make an inventory of questions that customers ask and then create content that answers those questions.
We feel that visual content is especially effective. This is especially true of short run videos. These could be customer testimonial, how-to, or product overview videos as examples. Customers love video because it is entertaining and provides a great deal of information in a short period of time. Search engines also tend to reward video with high ranking.
Grow your Business with Content Marketing
How exactly does content marketing help to grow you business?
First, by providing the answers you customers are looking for, you differentiate your business making it significantly more likely that customers will buy from you as opposed to your competitors.
Second, great content will result if increased traffic to your site. Search engines see this as indication that your site is providing what customers are looking for and rank your site higher. Higher ranking means higher page views and increased potential to convert.