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There are about 3.5 billion internet users around the world today, representing more than 40 percent of the world’s total population. Considering the increasing market penetration of mobile devices and mobile internet, the cyberspace has become the ideal avenue for businesses to reach out to their target audiences and expand their brand recognition and reach.
The question now is, how can your business rise above the noise and effectively corner your market? Yes, you have your optimised website and social media pages, but numerous other businesses also have those. What can give you that edge that will help you convert online followers into loyal customers? Content marketing is that silver bullet.
Content marketing is the process of creating shareable online material – blogs, images, videos, and infographics – that features valuable and relevant information about your products and services. The objective of content marketing is not to sell or advertise. Rather, it aims to educate your target audience on the benefits of your product or service and establish your business as the foremost authority in your particular industry.
For example, instead of directly advertising your clinic’s liposuction services, you can create an infographic on the immediate benefits of liposuction. Another option is to produce a short video on the innovative liposuction technology you are using, and showcase its advantages over other liposuction methods and technologies.
The keywords here are valuable and relevant. Do not fall into the trap of producing eye-catching online content that contains more fluff than valuable information. Consumers need worthwhile data that will help them decide whether your product or service makes for a valuable investment. They need the assurance that they are making a smart decision by acquiring your products or services.
In a recent survey by Nielsen, the global marketing research firm found that most consumers perform an online research before they buy a product (i.e., 63 percent of buyers in the survey’s Travel Products & Services category searched for product information before making a purchase). This coincides with an earlier study conducted by MineWhat.com, which shows that 81 percent of shoppers research online before buying.
Content marketing allows you to answer that need – and in the process, it establishes your business as the trustworthy choice in your industry. And when your target audience sees you as the ideal choice, you earn their trust and confidence. If the need arises, they are more likely to tap into your expertise rather than some other service provider they barely know about.
Photo caption: Infographic created by the USEO team for a client
Infographics is ideal for content marketing as this content form allows businesses to relay valuable information in an organised and artistic way. Viewers are not turned off by blocks of text, and if they find your infographic interesting, they will share it on social media channels, which earns you more viewers and followers as a result.
Another driving factor of content marketing is how it correlates with social media. These content formats can be easily shared online, which essentially amplifies the exposure and recognition for businesses and brands. As more people get to know your products and services, and identify you as an industry leader, you become their preferred choice, and you build a loyal following of clients.
Interested in content marketing? Talk to the experts at USEO and learn more about growing your online influence and reach through this digital marketing strategy.