consumers – Editorial PR

29/Jul/2019

The fear of exhausting a consumer base haunts most of today’s competitive businesses, something that not only does happen but often takes place earlier than anyone expected. In the online world, modern businesses can attempt to keep existing customers by offering them loyalty schemes, discounts or special offers. Your own business can also innovate by using content marketing if you have noticed that purchases are often made by the same customers in the same neighbourhood over and over again and you can foresee a stagnation of your own consumer base.

According to a recent Zeentree.com study, 69% of marketers in the Middle East believe content marketing is crucial for their businesses, with 31% of those respondents claiming to give more than 50% of their marketing budget to the endeavour. Content marketing, which is intended to appeal to customers, may, therefore, be the next step your organisation must take. There are several ways you can make efficient use of content marketing to improve your customer outreach and, ultimately, your company’s overall sales and profits.

Your business probably already uses the tactics of praising your own product while trying to persuade your customers to make use of them via customer benefits because you know that other brands are delivering much the same product. This is often viewed by those customers not so much as subtle persuasion but as a form of bribery. In content marketing, you can focus on the common problems that potential customers may face because they do not have your product or if they have a version of it from another company that is not as up-to-date as your own. Whether you decide to make your content in the form of promotional videos, blog posts, podcasts or case studies, you should always remember that the average consumer must be able to relate to it. Regularly updating your marketing media will also make followers more likely to trust your company and product and could even cause beneficial word-of-mouth marketing.

It is also a good idea to make a generous investment in the creation of interactive content for potential consumers, depending on your target audience. In content marketing, it is less important to give general descriptions of the product you are selling and more important to provide practical reasons why consumers should keep up with your business and products. Those reasons may seem rather limited to you, but if you engage the services of a content marketing team, you are likely to be surprised at the number of dimensions they will find for you to explore.

A content marketing team may suggest that you partner with a complementary local business to gain a wider audience or to determine particular markets that likely can afford your offered services. A content marketing team can consist of outsourced institutes, filmmakers and writers that may already work in your business, full-time design employees or freelancers. Content marketing is overall a great way to solve the problem of tired marketing strategies while making full use of the online community’s potential.

Aimee

24/Sep/2018

According to a new study published by B2B research enterprise Clutch, brands that produce business content with added value will benefit from a snowball effect of enhanced awareness, engagement and retention. The study also outlines a range of interesting trends and information for marketers.

The good news is that content marketing appears to be working as intended. Almost nine in ten of those surveyed said they had completed the purchase of a brand’s product or service after consuming content online, while more two-thirds believe the articles, blogs, videos and infographics they consume are either useful and valuable in some way.

Content marketing can trigger positive actions from consumers in a variety of ways. For example, more than half said they would take the time to research what a brand offers if they deem a piece of content to be engaging and offering added value. The report notes that giving “value first” is a preferable strategy, as it will feed into awareness, search intent and sales further down the line.

While 33% said that the content they consume is often “biased and unreliable,” these materials would not put them off from purchasing a product entirely. On the contrary, almost three-quarters of people said they had bought goods or services from a brand despite their concerns about the quality of content marketing.

Content that is transparent and unique will drive engagement and sales in the best way for brands, but the results suggest less reliable promotional resources may also have a place in the marketing mix. However, marketers need to approach with caution, as it is difficult to get right.

“I think audiences can find content marketing biased and unreliable if the content is, in fact, biased and unreliable; audiences aren’t stupid,” said Arron Richmond, a content manager for High Speed Training. “This is a gigantic missed opportunity because the one thing content marketing should aim to achieve, above all else, is increasing a customer’s confidence to buy from you.”

Targeting value is still the best method for serving up content that audiences want to engage with, and Clutch believes there are three primary factors involved. The first is to produce content tailored to the specific preferences and issues of an audience, using keyword research and customer outreach to underscore topics that will resonate.

Brands should also showcase their expertise by doubling down on a “core question.” This practice allows writers to answer with authority while hitting the bullet points that audiences want from content. Finally, brands should optimise for SEO, as 87% said they use Google and other search engines to find business content.

The study also unearthed a few surprising takeaways about content and what each generation prefers. Millennials are often criticised for their short attention spans and love of simple videos, but blogs and articles were the most popular with young adults and Generation X. Baby boomers also enjoy articles but prefer to read reviews and product descriptions. In contrast, just 16% of Millennials said they prefer these descriptions.

Annie

01/Apr/2017

Content marketing has become a crucial tool for businesses wanting to increase their exposure and brand awareness. However, it is far from a quick fix and takes many resources to craft and run a successful campaign. All too often, many of the common mistakes occur, even when seasoned professionals are running advertising. Therefore, it is important to regularly review strategies.

Lack of content promotion

In this era, it is crucial to promote content. Once upon a time, material could be posted onto a blog and then left to gain attention. No more. Now, even the best content has to be shared if it’s to gain the right attention – even if it’s an exceptional piece of carefully crafted content.

Without promoting posts across a varied range of platforms, there is less chance the right people will see it. Though focussing on SEO can help gain more views, organic reach shouldn’t be relied on. Instead, every single piece of work should be shared on multiple platforms to get as many views as possible. This helps build followers, brand awareness and consumer trust.

Publishing content on the wrong channel

There are many platforms available to content marketing strategists these days, but it’s important to publish the right content in the right place. For example, a blog post might work well as a link on Twitter, but it might not gain attention on Pinterest. Meanwhile, LinkedIn certainly isn’t the right place to share personal or funny GIFs, though these can work well as occasional content posted to FB pages.

Focussing on quantity instead of quality

It’s unsurprising that marketers want to create a lot of content and publish it regularly to remain visible to their target audience. However, focusing solely on producing a lot of content instead of checking for quality is a huge mistake. Content must be genuinely useful to consumers, of high quality and with added value; there’s no point in producing average content.

Failing to harness the power of Google Analytics

Good Analytics is an extremely powerful tool, yet many content marketers fail to use it properly. It can give insights into which content is performing the best, thereby helping creators make material that is most likely to find appeal with audiences. It can also tell marketers which website pages get the most hits, and how long people spend on a website. This information is invaluable, and should be used as a matter of course.

Not listening to target consumers

To get more views on content, businesses need to know what their customers want. And to understand this, it’s vital to actually listen. There are many tools to help monitor specific keywords across social media platforms, allowing marketers to follow conversations about brands, products or people. It is also important to respond to all social media comments and act swiftly to correct problems; showing people the face behind the brand.

By avoiding the above mistakes, content marketers can help hone their strategies, develop better content, and give campaigns the best chance of success.

Aimee

21/Nov/2016

Content marketing strategies can be complicated at the best of times. There are multiple considerations when it comes to the actual content and the various places it can be shared. Another point that marketers must think about is gaining consumer trust. Without it, engagement is likely to be reduced and strategies, therefore, will be doomed to fail.

For anyone who has ever had to sit down and write a university thesis or college paper, a critical element is citing sources. These validate any data used and, as a result, gain the trust of readers. When it comes to the Internet, gaining people’s trust is even more important as there are countless exaggerations and lies that can be passed off as fact. Becoming a trusted and respected influencer should be the goal of businesses, especially those wanting to be successful with content marketing campaigns.

There are a variety of ways for brands to increase their reliability and trustworthiness in the eyes of the consumer. While there are many things that will always be out of a strategist’s control, plenty of tactics remain.

Create a schedule

One of the most important things for content marketing is consistency. Therefore, it is extremely important to develop a posting schedule, curate content well in advance, and then stick to the plan. By doing this, current readers and potential fans can enjoy a steady stream of posts that not only provide information, but project a firm’s branding. And, every time a schedule is adhered to, consumer expectations are met and a company’s reputation enjoys a little boost.

Utilise sources for data

As mentioned, it is very important to ensure that your information, especially statistics, is correct. The world, especially in the modern era, demands proof – so brands need to back up any figures with links to statistics. This helps to create a good culture of only utilising credible sources. And, if data has come from an ambiguous place, it’s best to try and find a trustworthy site to cross check.

High-quality content is key

There used to be a time when quantity over quality worked, but not anymore. Brands must be sure they’re crafting high-quality material that has no grammatical or spelling errors. In addition, readers must be able to gain something from content, whether it’s an answer to their problem or valuable information that enriches their lives. If content doesn’t make the grade or has the potential to damage a firm’s reputation, never publish it.

Branding voice remains important

Finally, it is extremely important for brands to develop a voice and then stick to it. Of course, over time a company’s voice is likely to evolve and change as they become more aligned and comfortable with the content they’re offering. However, having a guideline for content is important, both in the language that’s used and the actual structure of content itself.

Gaining someone’s trust can be an extremely powerful asset when it comes to business. It not only builds a relationship with a consumer, but it may also make them more likely to share positive word-of-mouth feedback about a brand too. It is, therefore, a crucial element that must not be missed.

Aimee

19/Sep/2016

All content marketers need a carefully developed strategy if they’re to get the positive kind of returns they’re looking for. Consumers are inundated with social media messages nowadays – and with the stream of content they receive often being so similar, it’s hard to tell material apart. To run a successful campaign, strategists need to establish the right ratio of original content versus curated material, in addition to developing a practical publishing schedule.

The ‘Goldilocks Principle’ is well known in marketing and communication fields, with the philosophy stating that content must fall within certain margins if it is to be successful. Particularly for advertising, messages need to be of the right intricacy and quantity to be effective. But there’s a fine balancing act to be had, as material could slip over the boundary and become excessive or redundant. Alternatively, marketers might not supply enough of a message to capitalise on their advertising efforts.

One of the most important forms of material for a brand is original content. These publications can be used to humanise a brand and promote expertise – two strategies which can improve consumer confidence and result in a rise of potential sales leads. By creating original content, companies are making their own branded publication material and, as long as it offers the right message to consumers, people will come back for more. There are two main strategies to utilise; using a real time trend to create discussion, and creating material, that shows what a brand stands for. Capitalising on real-time news and content can help get immediate eyes on content. Providing insights or perspective on a popular topic can result in repeat visitors and high levels of interaction and engagement. Alternatively, focussing on individuality can work to boost trust and loyalty. Spotlighting employees, for example, offers original content and a place where consumers can learn about who a company really is.

In addition to original content, there is also often the need to utilise curated content. In fact, it can be a great way to harness the power of social media, share relevant material and forge new relationships with influencers. It can be hard to keep a stream of original content, so curated publications help fill the gap, ensuring that fans and followers on various platforms notice a consistent presence. However, it is crucial to ensure that any stories shared are relevant to audiences.

The last step in establishing the right mix of original and curated content is to develop a publishing schedule. This can be a complex challenge, with brands needing to find a balance between providing too much or too little. Each social media platform has its own rules for posting frequency. For example, Twitter requires a lot of repetition, whilst Facebook is often better used for longer posts.

On the whole, whilst curated content is good, original content will always be better. However, it’s important to share a mix of these if the right content strategy is to be achieved.

Aimee

22/Aug/2016

Content marketing remains an extremely important priority for many companies around the world as the competition for consumers continues to rise. In an era when it’s harder than ever to keep brand loyalty, despite the potential to engage with people being much higher, organisations must ensure their content marketing efforts pay off. However, many strategists accidentally use a number of bad practices in their campaigns, leading to missed goals and, sometimes, complete failure. To correct this, marketers must find their voice, keep it simple and make sure they’re on-trend if they’re to effectively connect with consumers.

Connecting with customers is key in the modern day. To do this properly, firms have to understand their target audiences and cater content to meet these people’s needs. It is, therefore, essential not to send mix messages. This not only applies to the development of overall branding, but to individual pieces of content too. There are just seconds available to catch a consumer’s attention, and so the amount of information supplied must be minimal. It means that regardless of whether a Tweet, Facebook post or newsletter is being sent out, customers should be left with just one thing to remember. Too much information can clutter a message.

It is also essential for brands to stay true to their voice if they don’t want to alienate their fans. There are many opportunities to take advantage of a trending topic, but it’s important to ensure that the latest news or hashtag aligns properly with a company’s image. When it does, it is vital for strategists to be confident to act on their decision quickly. For example, Oreo managed to steal the show when it came to the Super Bowl blackout, utilising the incident in their ‘Dunk in the Dark’ tweet to remain fun and relevant. However, it is extremely important to avoid sensationalism unless it is really required. Though headlines including ‘secret’, ‘shocking’ and ‘best tip ever’ might seem something to catch people’s attention, it can backfire and erode any trust built with audience members.

Content marketing must also remain clear for all customers, and this means staying away from industry acronyms and confusing terms. Though some marketers may be keen to use such language as a way to appear knowledgeable, it can quickly turn audiences off.

Finally, it is important for content strategists to remain on trend, and in the modern era, this means that using video is almost mandatory. Blog posts and articles remain a good way to reach readers, but moving images and visuals attract a lot of attention. It doesn’t have to cost a lot either because videos filmed with a HD camera or even on a smartphone can create believable messages that followers can connect with.

Reaching out to an audience through content can be a complex task, and it’s easy to fall into the trap of making errors and following bad practices. However, by ensuring campaigns are on-trend and continuing to use the brand’s voice at all times, the potential for success can grow.

Annie

15/Aug/2016

In a recent publication by CMI, it was reported just 34 per cent of both B2C and B2B brands rate their content marketing as effective. In fact, the 2016 Content Marketing Benchmark report revealed that producing engaging content for lead generation and sales was a top challenge of 60 per cent of firms. However, the figures suggest two fundamental mistakes that could be undermining strategies – the first being that many firms invest in content simply to produce material that is clicked to generate sales. Secondly, they prioritise any rise in sales and leads over the process of earning trust, familiarity and relationships.

On average, consumers come across around 285 pieces of content every day. According to Lifehack, this material is often served to consumers as a way to create action, whether that’s to collect data or gain a sale. However, the average consumer does not follow a linear route with content and, therefore, there is no guaranteed sale.

One of the biggest mistakes brands make when it comes to content marketing is creating content with the sole purpose of generating sales and leads. While strategists may have invested time and effort on the creation, distribution and sharing of material, many will have neglected remembering that content needs to be centred on its target audience. To correctly engage with people, marketers need to understand the customer journey and the experience – and they can do this by following four key phases.

Firstly, it’s vital to uncover people’s journeys. This can be achieved by understanding the motivations behind consumers’ actions. The various characteristics of people’s personas must be identified, as they will help drive the type of content to be created. Secondly, a customer’s experience must be properly mapped from beginning to end. Every interaction should be included, with positive outcomes being used towards creating good content.

The third phase is to chart content to ensure it serves informational, emotional and functional needs throughout. As content is aligned to the journey, it is important to match solutions to problems instead of focusing on services and products. Consumers rarely know the exact product they want; rather, they know their end goal and need a way to achieve it.

Finally, it’s important to tell the story correctly, using a storyboard to include all the previous phase elements into a cohesive journey. The resulting content needs to connect everything between a business, brand, customer and product or service benefits. In addition, it must be remembered that consumers often prefer different channels, so it’s important to use various platforms to connect with different audiences.

Overall, organisations must ensure they’re focused on creating content full of value for their consumers, and not simply pushing products and services upon people. It’s best to prioritise answering a problem instead of simply promoting the generation of sales and leads. In addition, by offering solutions to a target audience’s issues, brands will not only boost sales but also nurture the relationships and emotional ties between their business and its consumers.

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EditorialPR Musings
Content Marketing Blog

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Fundamental mistakes undermining content marketing campaigns