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Technology & InternetInvest in Your Brand with Content
Your customers are looking to buy your product or service, but why should they choose you? As a responsible consumer, they do research online, read industry magazines, and ask their colleagues and friends about it. They have narrowed their search down to you and your number one competitor.
Imagine they visit your competitor’s website and your competitor gives them the basic manufacturer specs or product details. The site contains stock photography and a few generic sentences about performance as well as links to a few customer reviews.
You could offer the same. Or you could contrast your competitor’s site with a content-rich website. What do I mean by this? Your site includes a full write-up of the benefits of your products and how they perform. Your site includes professional photographs taken from various angles as well as user submitted photos of customers using your product or benefiting from your server. You’ve written several articles about the capabilities and created a call-to-action through an “act now” discount.
Which website will likely gain the consumer’s business?
Creating custom content for a website is crucial to a successful marketing campaign or product launch. It helps to define your site as a leading authority in the industry. Anyone can slap manufacturer’s specs on a generic template. Today’s technology can have you up in literally minutes. Only an industry leader would take the time to ensure their customers know exactly what they get for their hard-earned dollar.
It is important to understand that content is not automatically defined as the written word. Content in marketing encompasses a wide variety of mediums including pictures, videos, graphs, infographics, white papers, podcasts, newsletters and magazines. Content in marketing is defined as persuading the decision-maker or adding value by solving a customer or prospect’s problem.
Content can be used to generate brand awareness and sales leads. However, in order for a content campaign to succeed, it is important that it be original. As with the case above, specifics trump generalization every time. Your content must be fresh, inventive and ever-changing.
Content should provide relevant information to the consumer in a way that is easy to digest. The idea of quality over quantity applies. A thousand word review regurgitated from the parent site is nowhere near as powerful as a concise, high-quality infographic demonstrating important features without overwhelming the reader. Content should demonstrate the total value of the product or service as defined by the seller and establish the business as the best.
It is important to create content relative to the industry while still targeting the specific product. This lends credence to your claim of “leading authority” while demonstrating the foresight necessary to ensure your customers are aware of their options.
Content marketing is a vital component to any successful marketing campaign. Persuading consumers that you are the best in the business provides a basis for trust and future patronage.
Do you have this type of content supporting your brand’s website?
- List of benefits
- Competitive reviews
- Top 10 reasons you need ______ today
- Customer reviews
- Video customer testimonials
- Video demonstrations
- Regular related blog posts
- Customer service via social media
- FAQ page
- Guarantees or trials
I just rediscovered this piece. It's a refreshing reminder of ways we can create content beyond written articles.
I hope to read more from you soon! And see how your strategy has developed in the last six months. In the digital world, that is a lifetime.
You raise some brilliant points here, especially regarding the importance of going above and beyond your competitors by using content.
However, I think it's important to remember that content is quite divided from sales copy. Although your customer wants to know more about a product/particular service, this sort of information can sit comfortably within sales copy on product pages, with links to related blog posts which focus more on the benefits around the product in a less "buy me" manner.
I also think it's important to not just invest in content for your brand, but invest your brand into your content - I have recently written a b log post on content branding which expands on this: http://www.koozai.com/blog/search-marketing/five-tips-to-improve-the-branding-of-your-content/