In the world of digital marketing, content is king. It is simply a driving factor in marketing. Content creation and promotion is a technique for achieving a specific goal – in this case, driving traffic to a website and ultimately leading to a purchase decision.
Learning the how’s of creating pieces and marketing collateral that direct users to your website is not without understanding the whys of making them in the first place.
Content and Marketing
A conventional marketing funnel demonstrates the role of content, assuming different forms for various purposes, in the varied stages of a person’s journey to purchase something.
- At the outset of the process, content establishes trust by providing the information that the user is looking for.
- After establishing or raising awareness, content, such as newsletters and blog posts, is used to nurture interest.
- If everything works fine, this interest leads to consideration. The content (e.g., free samples and case studies) remains targeted with the intent to persuade the person to buy.
There may be different iterations of, or modern takes on, the marketing funnel, but they all have content as a tool in lead generation, lead nurture, and sales.
Check out key strategies to bring your intended audience to your website through content.
Make Sure Your Content Is Discoverable
Consumers nowadays have a plethora of ways to know about something, launching quick searches on the Internet for this or that. Sometimes, they just stumble upon things spiralling into a series of actions. For example, a friend tagged a neighbourhood restaurant on their Facebook post or a relative happily tweeted about a miracle cream.
To cover those deliberate searches or happy minor accidents, make sure your content is visible on these channels:
- Search engines through blog posts, product descriptions, and website copy
- Social media through blog posts, user-generated content, and sponsored posts
- Paid advertisements
It’s a case of people looking for something that is in your line of business, you wanting to be found by them, or both. Whichever way brings people to your website or e-commerce store, make sure your content is worth their visit.
Deliver Content That Is Valuable
Content marketing aims to create customers and audiences.
- Content serves to inform customers to make decisions. There are many ways to deliver this product information.
Guides, product sheets, brochures, video tutorials, graphics, and webinars are resources for consumers. Creating these free educational materials can be a collaborative effort between product experts, writers, designers, and marketers.
You or your team can look at customer reviews (even complaints), social media posts, and online searches relevant to your niche as topics for blogs or guides.
The goal is to inform customers about the following:
- Uses of your offerings
- Common issues that they may encounter when using the product and their solutions
- Tips for prolonging the product’s life
Any customer would be interested in knowing the existence of materials and references post-purchase and the ease of submitting feedback or complaints.
- Content builds engaged audiences. Not all your blog posts have to be about trying to sell stuff; they can just be the type where one can sit, relax, learn, and be entertained.
As people are into DIY and researching independently, there is always demand for how-to’s, infographics, and tips. You can produce content that attracts this kind of audience within your niche and customer base.
You may be able to give something valuable to users based on your expertise and budget for content creation. And then offer this blog or vlog for free. This content can be fun, as it fits your branding.
Engaging with users through free and helpful content builds trust. It’s like nurturing a loyal fanbase or community of users. They might subscribe to email newsletters and share links to your site in exchange for free info.
Speaking of engagement, some websites started as forums and eventually ventured into e-commerce to become one-stop shops for users. You may be able to dedicate space on your site for the community to gather, share experiences, interact, and ask questions.
Create Relevant, Nonintrusive Ads
Online users get distracted and annoyed by ads. It’s a constant battle to find the balance between increasing visibility and directing them to your website and making the experience of seeing your paid ads pleasant.
There are many advertising strategies for that, including search ads. For example, those ads appearing on Google search blend into the organic search results. Their placement, which ideally should be above, can grab attention.
Text advertisements on Google are still advertisements; thus, they need to act like one.
- Goal: Set it to website traffic.
- Audience: Specify who your ads want to reach.
- Copy: Leverage prices, exclusive offers, benefits to pique curiosity and tell the reader what it is precisely about.
- Keywords: Choose the best keywords to trigger the appearance of your ads.
- Call-to-action: Compel them to click.
This all sounds easy, but a game plan is necessary for Google Ads to work for you. Plus, search ads are just one; there are other types of Google advertisements that help drive traffic to your website.
It may be best to have a PPC agency like GrowMyAds look into your Google Ads account, help achieve your goals, and make the most of your budget.
Optimise, Organise Content
Search engine optimisation primarily exists to rank higher on Google, ideally on the first-page results. Higher ranking offers excellent exposure for your business online and an opportunity for increased website traffic.
All your best efforts to improve ranking are anchored on quality content and a Google-friendly website. You can refer or revisit the basics of SEO straight from Google.
Here are some ways to improve your page ranking according to the search engine’s guidelines:
- Assign accurate and unique titles for pages, along with correct and unique meta descriptions.
- Use headers to denote the importance of text.
- Make sure that the page content answers or satisfies the search query.
As per the principle of visual hierarchy, the “look” of the content is essential. It’s a matter of readability, arranging the information based on your users’ reading patterns and preferences.
Ease of navigation is another important feature that boosts website users’ experience. Add mobile-friendliness for those browsing on their smartphones.
At the end of the day, produce content for humans and make site improvements based on functionality and usability.
Promote Content on Social Media
The pandemic has caused the boom of e-commerce, and businesses centred on home improvement, hygiene and health, food delivery, and pet supplies have thrived or survived.
Starting a pandemic-proof online business may not be that capital intensive with fulfilment options like drop-shipping. This post examines one of the most popular questions in the e-commerce sphere: is Amazon drop-shipping profitable? Find the answer here.
Social media has played an important role for businesses to communicate with their customers and carry on with their commercial activities during the lockdowns.
The number of people based at home and their increased time on social media have created an environment ready for viral marketing campaigns. At the core of any “viral” campaign is a powerful message, often started by a person with a sizable following who posts about it on their Facebook or Instagram.
Your evergreen posts or those written by industry experts can reach more people through social networking sites. Even for the usual content, the sites have helped spread information, raise awareness, and open spaces for discussions.
It is indispensable for your business to have a presence on the most popular social networking platforms to promote your content and drive traffic to your website.
Social media is less expensive and more far-reaching with the right content as a marketing and advertising tool. Feedback is real-time, and shareability is its strong suit. One of the biggest challenges of using social media for business is creating relevant and consistent content.
Content is central to the customer experience. It can be provided or positioned in ways that benefit you and your customers. It does need to be authentic, credible, helpful, and impactful.
A customer’s journey is hardly straightforward, sometimes a slow build-up from awareness to purchase. And they need good content to accompany them in every step of this journey.