If your goal is to connect with people it's important to remember that creating engaging, thought-provoking content is one of the best (and most cost-effective) top-of-funnel strategies to capture an audience.
This process is known as content marketing, and whether you want to boost revenue through e-commerce or retail purchases, improve your website's SEO, or grow your following on social media platforms like Facebook, Instagram, or Tik Tok, content marketing is one of the best ways of growing a brand's organic reach.
After all, as the saying goes, content is king.
Keep reading to find out how you can build a successful content marketing strategy for your brand:
Content Marketing & E-commerce
It is a basic marketing principle that it takes seven "touches" before someone will internalize and/or act upon your call to action. These touches help build trust with the user and high-quality content is one of the best ways to do this because content can help establish your brand's credibility, thought leadership, and expertise within the market.
This content doesn't need to be sales-y or overtly promotional - in fact, content that is too pushy will turn off consumers. Instead content should focus on providing value to the consumer by offering valuable content that appeals to their interests. Even content that isn't directly related to your products or services can still help build the user's trust in you as a brand.
Retail content marketers who are focused on e-commerce content marketing should aim to connect with people using content that is educational, entertaining, and helpful. A content strategy can be tailored to each stage of the user journey - at the beginning stages content might focus more on helping users become aware of their aches and pains while content built for the end-of -funnel should encourage users to share their experiences with your products and services.
Content strategies around product launches should focus on building community and trust because content marketing can help you generate hype around a new release, which in turn will create demand for your products and services.
Content Marketing & Search Engine Optimization (SEO)
It is also important for content marketers to understand that content isn't just content - content that's actually optimized for search engines has a greater chance of ranking on Google's first page, which means it will reach more users. Our team uses some of the content marketing strategies and methods below to help our clients with their SEO initiatives.
Search content marketing strategies should focus on building relevancy around keywords and long-tail search queries because the user intent behind these search queries is very clear. Through content marketing, retailers and service providers can make it easier for users at the top of the funnel to find what they are looking for; whether that content is educational (like an explainer video), entertaining (like a listicle), or helpful (like a how-to blog).
Developing content that is optimized for search engines involves choosing the right keywords, formatting content for search engines, and including relevant content.
Best-Selling Products or Services
Retail content marketers can use content marketing to create content around popular products at different stages of the product life cycle. For example, if you are trying to promote a new best-selling product content marketers can use content marketing to create content around the top benefits of the new product, which will build trust and help establish that product as a must-have in the market.
Retail content marketers can also monitor industry trends and turn these trends into content marketing opportunities by creating content that is based on up-to-date, hot topics and keywords.
Content Marketing & Social Media
Finally, content marketers should remember that content doesn't have to be an article or blog post - content can also include visuals like images, graphics, and videos. These forms of content are the perfect foundation for your social media marketing strategy and are the types of content we curate for our social media marketing & management clients.
Social media content strategies should focus on sharing content with different user personas via various social media platforms because the content is more likely to be shared if it resonates with the user's social identity. If you want to grow your following on a platform like Instagram, it's important to remember that your content needs to appeals to your audiences' interests, which will help improve content discovery, but also should fall in line with Instagram's algorithms. In this example, social media content marketers should focus on creating Instagram Reels since it is the latest feature that the platform has rolled out and the algorithm is currently geared toward promoting this type of content.
Is Your Content Marketing Strategy Working?
Content marketing is often the bedrock of many great brands and companies, but it can be a stressful strategy to maintain. Often times we see clients start out great, but struggle to maintain consistency with their content marketing strategy.
BEPHORE has a team of expert marketers and content creators whose job it is to stay up to date on the bleeding edge of industry trends. Don't let your brand fall by the wayside, contact us to get started and take your brand's content to the next level.