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The coronavirus outbreak challenged and shook the fundamentals of business practices and functions. For the most part, marketing, which is at the heart of managing growth and sales, has been hardest hit – and is therefore likely to look for newer ways to reach and attract potential customers.
Due to the changes we need to make in the new normal, content is expected to play a central role and prove to be the most important lever for any marketing campaign. In the pre-Covid world, your marketing campaigns were about content, even if you had to use experiential or influencer marketing.
Now, with new practice, you need to understand the importance of content focus in your marketing campaigns. The entrepreneur reported on a study of the effects of Covid-19 on consumer behavior and attitudes: Reach3 Insights found that 76% of respondents recently picked up new habits, behaviors and routines as a result of the pandemic.
Of that number, 89% said they intend to keep some of their new habits, while 36% want to follow the new brands they have tried since the pandemic began. In both cases, what matters is the story you tell your consumers.
The American Association of Advertising Agencies found in a study that 43% of consumers find it comforting to hear about brands. While 56% enjoy learning how brands are helping their communities during the pandemic, only 15% said they would rather not hear from companies.
Campaign US advises that instead of focusing on selling, brands should build and strengthen relationships with customers. The best way to build solid relationships with your customers is with your content – information you convey to them.
Due to social distancing, you may not be able to resume some old practices like experimental marketing campaigns. This is one of the new norms companies have to learn to live with. However, content can still help make your business stronger.
In the new normal, more people are relying on search engine results to help brands do business with – and your content is a surefire way to get your brand high on that list.
If your content can solve a big problem for your readers, they'll remember it. This will enable you to attract loyal subscribers and potential brand ambassadors, especially now that the display and search space is cluttered with an increasing number of advertisers.
Getting hundreds of thousands of visitors is nice – but not when low-quality content prevents them from becoming customers.
These three factors help make good content the focus of your marketing campaigns in the new normal.
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1. Educating your customers is the key to good marketing content
Your content should primarily serve to inform your customers. Now that the internet has expanded its choices, it is easy for them to determine if your business is suitable for their consumption. You want to fully understand what you have to offer before making a choice.
Despite tools like Northfy that algorithmically adjusts the variables to prioritize your content for customers, you still need high quality content. This can be in the form of blog posts, product pages, your home page, and your company's "About" page.
The more you add tutorials, reviews, infographics, and other resources to help customers make good buying decisions, the more educational it becomes. High quality content deals with the concerns and weaknesses of the customers.
Your target audience shouldn't have to search for content from other sources to meet their needs and wants. Your content should clearly communicate how you want to solve your problems and make your life easier.
Related: 3 Ways To Avoid Mediocre Marketing Content
2. Good content promotes search engine optimization
Consumers use search engines whenever they want a viable resource. Optimizing your content for relevant searches goes a long way in generating new leads for your website. You need to make sure that your content is always of high quality in order to improve your search engine optimization (SEO) strategy.
SEO focuses on the placement of keywords, backlinks, and website visitors. And only with high quality content can you create web pages that support each of these components.
With content, you can use keywords that will drive customers to your pages and ensure that your target audience is engaged regularly and is finding the value they want.
Good content and SEO can help keep your business among the top search engine results.
Related: Content and content marketing are not the same thing. Here's how to set the top 11 content formats.
3. Content provides an opportunity for social media feedback
Sharing content on social media platforms is an effective way to reach your customers. However, you need to be careful. Once your content is available on social media, everyone – including your competitors – can access it. and if your content is of poor quality, backlash can hurt your business.
Interactions and customer feedback can be insightful and enriching. Social media is also a great way to get new leads and conversions for your brand. Compared to a Facebook post or tweet, you can do a comprehensive analysis that will further educate customers with your content.
High quality content enables you to better connect with customers who visit your website. The data you gather from such visits can be helpful in bringing them into your sales funnel.
Regardless of the social media strategy you use, your content should add value to your customers and allow them to participate. If your content is insightful, backlinks will be generated from other websites.
To generate backlinks and make sure your information stands out, your content should offer unique perspectives on topics. Infographics and videos ensure that your content is rated highly.
In the new normal, high quality content should be the foundation of every marketing campaign you launch. It will be your most effective tool for attracting leads and converting them into loyal customers.