Content creators are lucky. They can market their products in many ways, such as through SEO on their website or social media. But, have you ever thought about visual marketing?
To get on with a content marketing campaign, you must know things that will stir up your online growth and engagement.
The fact is that; text-established content will always be an essential part of marketing. But, this is not all. To scale up the heights of content marketing, you need visual content for your marketing strategy.
Visual content marketing will crown your marketing efforts. It’s a more strategic way of using visual assets to help you attain your goals. Think about when you include stunning pictures and imagery to capture your audience’s attention more. It makes more sense. People love visuals more than texts.
Do you know that 93% of all communication is non-verbal? And that 90% of the information relayed to the brain is visual. Again, the brain processes visual info 60,000 times quicker than text-based info.
Indeed, this is why visuals for your marketing strategy will most likely:
Visual content marketing proves to be more successful in marketing campaigns than other forms of communication. Content marketers who consider visual contents are likely to gain higher and quicker returns in terms of:
Read on to discover the types of visual content you should use for your marketing strategy.
Are you a content creator, yet you always struggle to present adequate information or data in a simple manner? Well, if this is you, then you need to start using infographic content marketing.
Infographics are visual representations of data or information. This is a remarkable tool for sharing complex content with your audience in a simplified image-based format. Often, images are used alongside text. But infographics are visuals with self-contained information.
Marketing infographic content is a reliable and rewarding medium for businesses and companies to communicate information. It addresses the audience’s need for visible details.
Infographics offer significant value to content marketers because of the compelling manner in which they simplify detailed info. This is in terms of presenting greater clarity.
Successful brand marketers know how powerful infographics are for their content marketing. 84% of those who have used them state the medium as effective. So, how does it increase the effectiveness of your content marketing?
Now, let’s find out how you can maximize the use of infographics to boost your web traffic.
Find fresh, trending, or the most viewed content to make an infographic. You then select the visual design and layout based on your topic and content.
When designing the infographic, consider the following elements to make it more effective and boost your audience engagement.
Call-to-Actions are an excellent way to use visual content marketing to improve user experience and drive conversions. Successful inbound marketers will tell you that the visual call-to-actions are their secret weapon.
It works great whether you’re looking to:
CTAs are often the doorway to visitors’ action on your website. Statistics indicate that more than 90% of web visitors who read your content’s headline will also read your CTA copy.
Content marketers can use visual CTAs to drive conversions. Write your whole piece of meaningful content, then pop up an appealing visual CTA at the end.
To drive more conversion rates, apply several CTAs to each content page to break things up and increase conversion rates. You can also let your content flow logically on your website through different CTAs types. This will help site visitors quickly locate the information they’re looking for.
Screenshots are excellent in giving your audience a sneak peek into your product or service’s inner workings. You get to show what specific services or product benefits you offer.
You can also formulate your screenshot by combining marketing content and a testimonial. This will help boost your credibility. When creating a tutorial blog post, using screenshots to break up the process can be a beneficial form of visual aid for your audience.
The screenshots will also help back up the claims in your sales content. For instance, if you’re marketing particular software that can execute some unique functions, a screenshot with a caption can form the visual aid your audience requires to trust your marketing claims.
Indeed, screenshots can be used beneficially as a trust-building tool. It would help if you used them in capturing customer reviews or testimonials from various industry forums or your social media platforms.
You can also incorporate some screenshots into your SlideShare presentations or infographics. They significantly add more meaning to the data or statistics you are presenting.
It matters most to present your visual content through video. 90% of consumers report that online product videos made them conclude their purchase decisions. This is according to recent statistics.
To be more effective, it helps to create short and memorable videos, despite how long your content may be. The video content is remarkable in support of your brand. And you can use it ideally in highlighting your brand’s benefits.
Videos also effectively present common concerns, followed by step-step solutions that your product offers. A great video will serve as an additional influence on your marketing campaign.
A 1-minute video alone can indicate to the consumers much more than it would in a long-to-read article. You can have the videos published on YouTube or your social media platforms.
Besides, you can also have them in the form of:
When done well, video content can be a powerful way to spread your brand’s message in an easily accessible form and to a larger audience. It works perfectly with both B2B and B2C content strategies and branding.
Visuals are one of the most potent resources a content marketer can have. They help capture the audience’s attention like no other. Most importantly, your audience will likely remember what they see rather than what they read.
Remember that when publishing a piece of online content, it enters into a vast and complex environment. Here, it gets to contend with thousands of competitors, seeking your target audience’s attention.
So, visual elements can be significant in setting you apart. It can help put you at a higher edge than your competitors. This will make your content more engaging, and it won’t get lost amidst other content mix-ups.
Indeed, visuals are excellent for your content marketing. They make your web pages look exciting and inviting. Instead of using boring heavy texts, you benefit from branded imagery and data visualizations.
Thus, the experience gets captivating for your web visitors, fans, and customers. Instead of dull, long texts, they get to connect easily to your brand as they scroll down the pages.
Whether you’re creating new content or revamping an old one, it doesn’t matter. Visual marketing helps in connecting your brand with a broader audience.
The visual elements are a powerful way of attracting your target audience’s attention. They captivate web visitors to check your content and engage further with your brand. As a result, the audiences can easily convert into new and loyal customers.
More so, content that satisfies user-search intent will be one of the top rankings in search engines. This will increase your content’s conversion rates and boost your returns.
In this world of content, quality is the thing that stands above everything else. Over time, it has become a known thing for all writers that they have to come up with high-quality content in any case. The rising demand for content over the web is forcing writers to focus on another thing, i.e., the delivery of content on time. If you are doing a job or have received a writing order as a freelancer, you’ll be given a limited time to deliver high-quality content. If you fail to submit content within the deadline, your overall worth will be affected. To prevent yourself from facing such a thing, you should know the tricks you can follow to create high-quality content on time. Here, in this article, we will highlight the 5 main tips you can follow. So let’s get started without any further ado!
When creating high-quality content, writers must thoroughly research the topics they are assigned. This research involves digging into the things that are related to the topic directly and indirectly. While doing research, you need to make sure that you are listing down key points or creating a mind map that will work as a major resource when you jump onto the writing process. Producing high-quality content on time becomes impossible for writers who keep writing and researching simultaneously. The research in intervals can be a major reason behind your inefficiency in jotting down content on time. Therefore, you must avoid it and complete the entire research process at the very beginning. In this way, you’ll also be saved from losing important points that pop into your mind regarding the content you are working on.
Suppose that you need to visit a place urgently, but you don’t know in which direction it is located. You’ll never be able to reach it without having a map, no matter how hard you try. Similar is the case for content creation; you won’t be able to produce high-quality content that delivers desired results without knowing who you are writing it for. That’s why you need to keep your audience in mind, as it is the roadmap to reach your destination. To produce content on time, it’s essential to know who will read it. If you have this information, you’ll be able to stay on track and jot down what you want to without facing any confusion and wasting time.
If we talk mainly about web content, keywords have a main role. Whether you’re writing a product description, blog, or any other type of content, you’ll need to use keywords that match the user’s intent to click and go through it. To produce high-quality content, you must ensure that the keywords aren’t stuffed into the article. As a writer, when you are asked to include keywords in content, it increases the overall time you take to complete it. On the other hand, while using keywords naturally, you can produce quality content in less time. It is because the natural usage of keywords comes in flow; hence, this practice takes less time than stuffing keywords.
We often have to write on similar topics covering the same points. In such scenarios, we often feel that producing high-quality content wouldn’t be possible in the given timeframe. The best way to skip this nuisance is by using the paraphrasing technique. Paraphrasing is the process of rephrasing the already available text to eliminate duplication while the context is maintained. If you think you aren’t good at it and it will take much time, then you can opt to use a paraphrasing tool. The AI-based paraphraser can help you generate high-quality content in no time. The online rephrasing tool will allow you to meet your content needs without spending much time and effort.
The usage of jargon is a common mistake made by writers in order to bring variety to their content. You should know that using difficult words doesn’t define the quality of content. What many writers do while creating content is spend a considerable amount of time finding unusual words to replace usual terms to make their work stand out. However, such things don’t fascinate the readers or capture their attention; instead, most readers search for content that is simply written and easy to understand. For this reason, you should completely avoid using jargon, as it has no part in improving the quality of your work, and it will also consume more time.
The competition for small businesses in the commercial market is growing rapidly day by day. It is something that hinders their growth and forces them to take a defensive approach at the start. Besides offering quality products and services, marketing is the only instrument that helps them to counter this competition. It offers them an edge over the industry rivals, provided they have chosen some unique promotional techniques. This is the major reason why small businesses focus heavily on marketing, as it is the only way that can initially help them to get a name in the industry.
The marketing medium has also become a bit competitive because everyone is using a similar types of promotional techniques. It could be said that conventional practices are now becoming obsolete or less useful in terms of attracting customers. The rise of content marketing has instead taken its place by strong margins. It provides small businesses a great way to promote their products/services by sharing engaging content. From social media to news publications, content marketing provides wider scope to market products on various platforms. It depends on the marketers to select the right channels that can offer them wide reach, precisely according to the preset marketing goals.
In this article, we will talk about the importance of content marketing for small businesses. This will let you know how content marketing offers a strong impetus to the success of any small business. We will also list down some ideas that can help new startups to get started with content marketing. Let’s first understand the basics of this marketing technique below.
Content marketing is a unique way of promoting any service through content. This could be in different forms, ranging from blog posts to social media content and more others. The goal behind using this content is to educate people about any relevant product. This is certainly a new form of marketing that relies purely on the sharing of organic content to get customers’ attention.
The scope of content marketing is rising rapidly with each passing day. Earlier, it was only limited to blogs and articles, but now it has surpassed these mediums quite effectively. Content marketing is now termed a wider perspective that includes multiple types of digital marketing platforms. The organic reach through content marketing is also limitless, providing businesses tons of opportunities to engage and grab customers.
Today, content marketing is considered the best promotional tool for small businesses. It doesn’t require a huge budget, yet it offers big gains to SMBs from the online world. There are various examples available in the market that illustrates the emergence of SMBs through content marketing. It provides us valuable information on how content marketing can be effectively used to get organic traffic, as well as regular conversions from the market.
We all know the fact that small businesses often feel the pressure of high competition in the market. Many of the industry bigwigs get an upper hand over them due to having a solid established name in the market. This is where strong SMBs need strong marketing tactics to counter their pressure in the circuit. They need a stable yet creative technique to attract more customers, without precisely investing all of their capital.
This could be done by using creative content marketing techniques. Unfortunately, some beginners do not know about its smart practices. But, don’t worry, this article will help you to learn most of them. Here are the popular content marketing techniques that could help your startup to gain attraction in the market. Let’s discuss them one by one below.
Social media is termed to be the best platform for content marketing. It provides small businesses a great opportunity to reach thousands of customers. Today, every business relies heavily on social media marketing to get organic traffic. The usage of targeted content is therefore termed important for social media platforms. It ensures to deliver a specific message, aimed toward engaging a selected class of potential customers.
For small businesses, social media offers a lot of opportunities for content marketing. Not just promoting articles or blogs, but social media platforms can be used to promote weekly offers, discounted product deals, and more others. All of these require smart content planning coupled with a strategy of defined business goals.
Email marketing is still considered important to get organic leads from the internet. It allows marketers to reach hundreds of potential customers within just a few clicks. However, it sometimes becomes useless when the email content is not created according to the required standards. This is where many people lack in making full use of email marketing.
As per best recommendations, emails should be concise and straight to the point. You can think about various short cover letter examples in this regard to understand any email write-up concept. It is similar to that in terms of describing the main points/offers in much of the content. It is certainly one of the best content marketing techniques for small businesses, provided they are also targeting the right audience through it.
With the rise of the video marketing trend, many influencers are using the podcast as a great tool to market certain businesses. It is indeed a unique way to communicate with your followers and engage them towards any product or service. Nowadays, businesses hire professional podcasters to maintain a strong social presence. They know that modern content marketing is based on delivering a business message creatively to the customers. This could be perfectly done by starting podcasts or any other video marketing stream that can engage the masses quickly.
Today, podcasts are becoming increasingly popular on the internet, as people from different sections of life love to listen to them. Considering this popularity, many sites are also allowing content marketers to host them professionally on a hosting platform. This describes the growing importance of podcasts, and how crucial they are becoming for content marketers or influencers to promote any business.
That concludes our entire article in which we have discussed about different content marketing ideas for small businesses. These techniques are very handy for startups to gain organic attention towards their business. It can help SMBs to reach out thousands of customers, precisely by using the power of content. They provide a strong impetus to digital marketing activities, so that marketers can effectively promote their business using targeted content. These strategies are also considered good for long-term business promotion, provided you are using a smart sustainable marketing concept in them.
How do you decide what material to develop and promote, or what subjects to focus on for your content marketing efforts?
Do you have trouble coming up with new ideas on a regular basis?
When you have to consistently come up with new material for your audience, it can be difficult and exhausting.
There is no need to be alarmed; we’ve been there, too!
We’ll run out of ideas at some point, but it won’t be the end of the world. Step back from your content marketing efforts for a while and take stock of what you’ve learned.
With content marketing, you create and disseminate valuable, consistent, and relevant information in order to engage a certain audience, keep them interested, and motivate them to take action that results in revenue for your business.
Publishing on social media, video marketing, press releases, guest blogging, e-newsletters, and video content are all examples of content marketing strategies.
Some businesses choose to hire a content marketing agency when developing their strategy for content marketing.
When you document your content strategy, you’re doing more than just keeping track of the information you produce. For your content marketing plan to be successful, you need to know why and who you’re developing it for, as well as what channels you’ll use to promote and support it. Only 42% of content marketers have a written strategy for their content marketing efforts.
What method will you use to select a topic for your paper? If you’re having trouble coming up with subjects for your content marketing strategy, consider these five suggestions:
Building a solid foundation and getting a clear picture of your organization’s goals are the first steps in deciding on the best content marketing subjects and goals for your content. To begin with, why do you need to implement a content marketing plan? Some of the most common organizational goals for B2B and B2C firms and brands can range from lead generation to improving brand recognition to driving engagement. This is a wonderful place to start, and you can choose from a variety of content marketing strategies based on your organization’s objectives and needs.
After reviewing your content marketing strategy’s organizational goals, use your analytics to see what your audience enjoys. If you’re having trouble coming up with new ideas for your content, go back to some of your best-performing posts and give an old favorite a fresh look.
When it comes to developing a content marketing plan, using analytics can help you make better choices. Businesses are increasingly turning to a fully integrated content management system (CMS) as an effective resource (CMS). A content management system like Hubspot’s lets content marketers generate and manage their material with ease while optimizing it for results and tracking its performance.
When brainstorming new content ideas, you can also use your social media insights and statistics to make informed judgments. Look for a common theme among your most popular posts after you’ve determined which ones are the most popular. No matter what the content type is, does it consistently outperform the rest? You may also want to look at how many people have interacted with these postings (by way of likes and comments, for example).
Then, ask them.
Another way to find out what your target audience wants to read about is to ask them directly. It’s crucial to know what your audience craves and wants to see because they are the ones who are connecting with your material.
This can be done in a variety of ways. Setting up a poll or posting a question on one of your social media accounts is all it takes to get started. What type of content do you want to see from your followers? Make sure to make an opportunity for open-ended responses when you ask this question.
Your FAQs can also serve as inspiration for new blog posts. The most commonly asked questions by members of your target market can be a valuable resource for developing content ideas for your marketing campaign. Even if you think you’ve exhausted all of your ideas and material, FAQs tend to change with the times and trends. FAQs evolve over time, shedding light on emerging issues and subjects that you may be able to answer.
When it comes to content marketing, it’s time for your audience to have a say in the approach.
Since there is no upper limit to the amount and variety of information that can be produced, it can be difficult to keep your content marketing fresh and appealing. Look out for these ten frequent problems and take action to overcome them as you attempt to create content that stands out amid the hundreds – possibly thousands – of posts being published at any given time.
Using your blog as an inbound marketing platform can be both beneficial and limited at the same time. It’s possible that blog entries could be lost in the avalanche of other content. Try to think outside of the blogosphere and provide your readers with new and in-depth content on platforms other than your own. White papers, longer articles, case studies, and films are examples of different possibilities.
Good content requires a lot of time, effort, and study. Although your audience’s hunger for material is unending, the ongoing necessity to produce a large quantity at a short notice can limit your creative capacity. One way or another, producing the kind of content that will set you apart will cost you – either in terms of time or money – either your own effort to produce or the expense of hiring others to do it. While it may be more expensive to do so, outstanding content will reap its own benefits.
How can you maintain high standards of quality while also churning out enough material to satisfy the digital marketing strategy’s voracious appetite? Your quality is going to suffer, or you’ll have to slow down to produce quality content which means less frequent posts. Good content will make all the difference to both your audience and Google, so it’s important to keep that in mind as you try to strike a balance. In order to generate great work, you don’t have to post less frequently, but you can also afford to spend a bit more time honing your writing abilities and creating engaging content.
The fact that your competitors are also attempting to provide high-quality material at a reasonable time and cost complicates your mission. At least some of the time, your biggest competitors may be able to outperform you in terms of speed and quality of the material. Make sure you don’t get distracted by their actions. Of course, you should keep tabs on what your competitors are doing, but your primary focus should be on developing a digital marketing plan and creating content to support it.
Making organic content function in the age of bought content is becoming increasingly difficult. You may easily pay for an ad on Google if you want to, but it’s equally critical that you have quality content that attracts readers on its own. It’s becoming increasingly challenging to get your material in front of your customers’ eyes, especially when sponsored advertising may be pushing other content to the head of the queue. In order to maintain reaping the benefits of organic content, email marketing is a great option.
One of the major issues with content marketing is that many people expect it to work immediately. When you inform a customer or management that a digital marketing strategy would take years to pay off, they are unlikely to be pleased – but regrettably, that is the reality. In order for content marketing to be effective, all parties involved must be aware that it may take some time to see the benefits.
Each day, content creators churn out tens of thousands of words and dozens of ideas. They’re going to run into a wall at some point. It’s possible that inspiration may wane, deadlines will be more difficult to meet, and the quality of your work will begin to suffer. Set realistic timelines and goals, and concentrate on the quality of the content rather than the quantity as the best option.
It’s easy to create material just to fill the page rather than providing true value to your readers when you’re rushing to meet deadlines or only caring about the quantity of information you publish. It’s important to be aware of this trap at all times and avoid falling into it. Be sure to take a step back and reevaluate your strategy and content on a frequent basis to make sure that your information is interesting and useful to your target audience.
When it comes to SEO, it can be tempting to solely focus on the proper keywords and put the quality of your content on the back burner. Your readers and Google will punish you if you do this, so relax. SEO-friendly material can be created that is both informative and keyword-rich at the same time. The quality of your pages is assessed by Google, thus good content means good SEO.
It takes a lot of time and effort on your part and the part of your content team to create engaging content. Are you getting more views as a result of this? Do you need to improve the quality of your leads? Answering these questions will be easier if you have something to measure the outcomes against. It’s crucial to plan ahead of time. Start a content marketing campaign, but first determine what you hope to accomplish with it. Your strategy can be tested against its goals by comparing the results of analytic data to those of the goals.
The marketing world has changed immensely over the last few decades. The time of print publications being the top way that consumers reading their news is over. A majority of people do a large amount of reading online rather than opting to pick up a newspaper or magazine. Digital marketing has made it more important than ever to create top-quality content.
The marketplace is saturated with a variety of content and generic content simply doesn’t garner the traffic that it used to. The days of clickbait are dead and now the need for in-depth content has increased to an all-time high. The following are tips to help take your content marketing campaigns to the next level.
Technology has made it easier than ever to collect data on marketing and advertising campaigns. There are even tools that allow brands to find out which pieces of content delivered the most in terms of traffic or social interaction. Content needs to be based on data as this is a great way to help ensure results. A new spin on an old topic is quite common as there is only so much to write about in certain niches of business. Take the time to sit down as an entire team to help come up with ideas for content. You would be surprised how well the staff will be able to suggest topics even if they are outside of the marketing team. It is also a cool idea to think about different ways to monetize podcasts with sponsors from your niche, or with some specific podcast merch.
The world of influencer marketing seems to have erupted over the last 5 or so years. There has always been influencer marketing but in recent times it has come to attention. Celebrities like the Kardashians making ridiculous amounts of money for a single sponsored post. The aspect that a company has to keep in mind is ROI as micro-influencers offer a far better return than a worldwide celebrity. These influencers have built a base of trust with their followers. This trust leads to recommendations being more influential to their community. The smaller influencers are not going to recommend a product that is subpar as it would risk the trust they have built. A moderately sized influencer is going to engage with followers at a higher level than that of a Justin Bieber.
Hosting a podcast has become far more prevalent than in the past. There are plenty of professionals that have made a great living hosting a podcast like Joe Rogan. Businesses can help legitimize themselves if they are new to a specific market by simply inviting the right guest to appear on the podcast. The creation of great content can easily be done through thoughtful conversation on specific topics. An agenda should be set before the podcast as simply rambling is not going to turn a new company into a thought leader on a specific subject. Transcribing these podcasts is equally important as this can help in terms of SEO and make the content searchable.
Social media is the perfect platform to promote content whether it is written, video, or a podcast. Take the time to ask a question when referring to the content in order to engage with followers. There is an option to promote posts to increase exposure but this should be done carefully. The last thing a brand wants to do is to blast a mediocre piece of content out there for the company’s target demographic to see. The images that are included on social media posts need to be carefully selected. These images can be the attraction to a piece of content especially when posted on a platform like Twitter where captions are limited to a certain number of characters.
Looking into outsourcing your content marketing to an agency can yield results. Finding an agency that specializes in various areas of digital marketing can be wise. Picking a reliable company with years of experience is going to be the best option.
“Agencies already have established contacts in online media. This can increase the reach of a content marketing campaign. Do not underestimate what years out media outreach can do when it comes to having content placed on some of the top publications in the world”, according to Exults Marketing.
Content marketing is going to be a staple of any successful business in the digital age. Take the time to create the best content calendar possible for social media accounts, the company blog, and offsite publications. The consistent generation of quality content is not going to go unnoticed by customers as well as others in the industry. Beat the competition through intelligent marketing that is based on quality rather than trying to game the system.
There’s no denying that starting an ecommerce business today is an intimidating task. Chances are, whatever you offer, there are hundreds, maybe thousands, of other online businesses doing the same thing – and making profits at it!
In this hyper-competitive business atmosphere with an incredibly high failure rate (some studies claim this number is as high as 97%), online brands are on a constant quest to stand out.
Generally speaking, when it comes to ecommerce, copy and on-page content tends to take a backseat to aesthetics and UX-friendly design and layouts. However, if you’ve got the right brains behind the keyboard, content can be one of your most powerful weapons in converting visitors and getting them to open their wallets. A BigCommerce study found that content marketing contributes to over 75% of ecommerce revenue, directly or indirectly at major online stores.
Image Source: BigCommerce.com
Indeed, investing in content creation and marketing is one of the smartest decisions you can make for your online business. Here are a few ideas to think about when tackling your strategy for the year ahead.
Building an authentic brand voice from the ground up, especially in the ecommerce world, is a very intricate task. On the website, written words are the primary vehicle for showcasing your brand voice, tone, and values. This is how people begin to trust and relate to your messaging. A big mistake to avoid early on is getting in the mindset that you will just get the basic text on the page, then tweak it later.
Keep in mind, establishing a memorable brand involves a meaningful correlation between words and visual effects. That said, the copywriting and design processes need to be on the same page during the initial creative stages.
For instance, your brand might need to have a bold, but not overconfident aura to it. Or, you might need to be cheeky, but not disrespectful or offensive. Most importantly, the copy – be it a product description, email, or social media post – needs to be able to differentiate you from every other business working towards similar goals.
British fashion brand Missguided does this beautifully, projecting itself as “forward thinking” and “inspired by real life.” The tone on their site, emails, and social networks are chatty and colloquial, the brand is constantly projecting a kooky and rebellious personality.
Image Source: Missguided.co.uk
The Small Business Marketing Report stresses the importance of content on an ecommerce site that is focused on selling products. “In a crowded market, having a website that simply serves as a brochure is no longer competitive,” says the report. While blogs on ecommerce sites are intended to provide valuable information and reviews of various products, along with use cases, the business goal of converting readers to customers remains.
However, online retailers have found it difficult to integrate content that drives traffic and offers a better experience to shoppers from backend functionality that makes order processing, payments, and other transactions possible. Again, sites that start out as blogs and then add ecommerce functionality also run into a wall when they find that their content management systems (CMS) are not up to the task.
The solution is headless ecommerce, which essentially “decouples” the presentation layer of the platform from the commerce functionality, giving retailers more legroom to serve rich brand experiences via digital content. If you’re looking to publish content that is personalized via AI-based tools, that changes dynamically across multiple devices and platforms, new-age CMSs such as Contentful or Vue will do the trick.
One of the best uses of headless ecommerce for retail brands is that it enables them to create satellite content presences, microsites, campaign-specific mini-sites, or even progressive web apps (PWA) for mobile, with top-of-the-funnel (TOFU) content that increase brand awareness, engagement, or even build a critical mass of web traffic – all of which indirectly aid in selling.
A good example of a micro-site that features a successful content series (in a specific format – video in this case) for an ecommerce brand is Will It Blend? by Blendtec, the blender and mixer maker that gained fame for their mind-blending video of blending an iPhone.
Building on the success of that video, they created a whole site just to showcase more brain-blending videos of the “Don’t try this at home” variety. And yes, it all serves to feed their marketing funnel, thanks to prominent “Our Blenders” links and other UX elements on the site.
Image Source: WillItBlend.com
Scripting product pages is an art.
Now, it doesn’t take a super-creative copywriter or an engineer to spell out the technical details and functionality of a product or service. However, this only defines a good product page. A great product page is one that does this in a way that clearly expresses the brand voice while instilling customer confidence.
Product pages are what truly define an online storefront. The bad news: A study conducted by Conversio (now Campaign Monitor) tracked over 400 ecommerce businesses and found that the average conversion rate on product pages was just below 9%.
As intimidating as this number sounds, the underlying message is brands need to step their game up and provide top notch information. Ultimately, a product page should work to give prospective customers the proper knowledge and motivation to make a purchase.
In most cases, the name of the game with product pages is writing short and sweet copy that gives potential customers all the information they need in your one-of-a-kind brand voice. Further, headings and descriptions need to be written with the proper attention to SEO. Also, just like the rest of the website, the words need to be written in accordance with the visual aesthetics of the page. As you can imagine, this is much easier said than done.
Finally, every product description needs a crystal clear value proposition that emphasizes why the visitor should buy your product. Spell it out in detail, whether your item is unique and unusual, or commodity-like and faces high competition. Cosmetics brand Glossier has mastered this art.
Image Source: Glossier.com
If the design and visuals of an ecommerce website are its bricks, content is the mortar. When you are starting out and budgets are tight, it can be tempting to cheap out on both content creation and promotion. However, the message of your brand is what visitors (and Google) relate to. A feature-rich product range or swanky website will only get you so far if the accompanying text is plain and lifeless.
Ecommerce content has many different variables attached to it. A seasoned marketing team can tie it all together across multiple digital channels, so that your audience sees a consistent brand voice everywhere, and connects with your products, values, and unique selling proposition. Utilizing branded content to the fullest is one of the smartest decisions you will make.
Great content is always a vital piece of any marketing strategy, but it can serve several distinct purposes for plastic surgeon marketing. Continue reading below to find out what those purposes are, along with a few tips on how to create great content.
The right pieces of content can help to set up you and your practice as authorities in the plastic surgery field. Your potential clients will be looking to find a plastic surgeon who is (and most importantly, appears to be) experienced and knowledgeable. Many people are nervous about undergoing surgery of any kind, but especially when it goes past in-office, noninvasive, or minimally invasive procedures.
There are many commonly held myths regarding plastic surgery, despite many advancements in the way the public looks at it. Great content, when written properly, can help to dispel this. To be effective, the pieces must be well-written and fact-dense. This can help to not only make those curious about procedures to feel better about it, but also to help put a better face on the plastic surgery industry in general.
Content is part of an overall digital marketing strategy that can help to increase local SEO ranking. This means you will rank higher in the search engines when people look for a plastic surgeon near them. Since the vast majority of clients will come from within approximately two hours of your office’s location, this can significantly help to improve your practice’s success.
Anyone can create content, but not all content is created to be great. Below are a few general tips and best practices for ensuring your content is up to the highest possible standards.
The above tips can help you to create great content for your plastic surgery website. Once of the best ways to ensure you have great content for the most effective overall marketing strategy, however, is to hire a professional company to assist you.
Consumers have evolved from the advertisement focused demographics of the early millennium. It’s no longer enough to serve ads that simply promote your product. People are demanding advertisements that entertain and help them solve problems.
It shouldn’t come as much of a surprise. After all, media is changing and people right along with it. Instead of televised media, we’re now using social media. Consumers expect brands to take advantage of the new opportunities for building relationships.
To succeed in the new world of online advertising, businesses need to embrace relationship building and give people what they want. In other words, companies need content marketing.
Content marketing provides written or visual content that entertains, informs, and helps build a repertoire with consumers. Businesses have already taken notice of the strategy’s merits, with 88 percent of B2B marketers already utilizing content.
To see real success, your brand should leverage content into budding relationships that eventually send customers down your sales funnel.
Traditional advertisements, even across social media, focus on selling your product. These ads are important, but they don’t fit well with content marketing. However, social media ads in particular can co-exist with a content strategy.
Instead of advertising for your product, advertise your content on social media. Start with media that solves a specific problem. Think about issues customers in your niche face, and then solve them with your content.
Next, create a social advertising campaign that links back to this content. Consumers who see your advertised content get pushed into the awareness phase of your buying funnel. Once you’ve captured their interest, you can then start building a long lasting relationship.
The next step in leveraging social selling into a stronger sales funnel is remarketing your customers. Harness your new social media generated awareness and start retargeting consumers.
Building your remarketing funnel focuses on advertising to people that followed your social ads back to your content. For instance, someone who linked from Facebook to your website will see your ads across other platforms.
This makes an effective way to move people from the awareness phase into the consideration/decision phase.
The idea is for people to see your advertisement when they’re on the fence about making a purchase. Your remarketing advertisements push people into thinking of your brand before the competition.
How you decide to go about your remarketing depends largely on your budget and overall content strategy. Google Adwords and Facebook offer the best remarketing tools for most businesses.
Adwords targets a broad spectrum of users, while Facebook helps continue targeting customers who’ve already responded to your content-centric ads.
Now that your consumers are in both the awareness phase and consideration phases, the next step is closing your sales and boosting your conversion rate.
Consumers who’ve started accessing your content and moving down the sales funnel are ripe for targeting with email marketing. Contrary to popular belief, email marketing is still an effective way to reach customers.
Email actually has a higher conversion rate (66 percent) than social media messages and direct mail.
Set up your retargeting campaign and social media marketing so that consumers are led to landing pages with email sign ups. Offer content incentives to collect email addresses, and then use those emails to send promotions that close sales.
People linking from your remarketing advertisements especially, are already interested in your product and susceptible to email marketing campaigns.
Potential customers at every level of your sales funnel are still just that; potential customers. Companies need to offer incentives to build brand loyalty.
Repeat consumers actually cost less than new acquisitions, and are more likely to make additional purchases. The final step in your social selling sales funnel strategy is recycling people through the funnel.
To keep customers interested it’s easiest to once again utilize social media. Continue sharing content with your customers across social media to ensure your brand awareness stays high.
Email marketing also works well to retain customers. Don’t focus all of your emails on selling your product. Consider offering unique content and discounts to consumers who’ve already made a purchase.
Content marketing over social media helps move customers down your sales funnel by creating interest, showing value, and rekindling interest in the long-term.
Social media ads for your content increase awareness, which in turn allows for remarketing for product consideration. Which then leads to direct email marketing opportunities and finally sales.
With the right strategy, social media selling takes potential consumers and turns them into repeat buyers.
As content marketing becomes more of a central focus for marketing strategy, it is easy to miss some elements and nuances of your content that can really help drive your idea home. Of course, your reason for your content is to create and distribute it to your consumer base and the goal is to get positive and profitable reactions from your targeted audience.
Content marketing doesn’t just stop at blogs either, it can include videos, infographics, case studies, and whitepapers. Content marketing is one of the most important aspects of marketing for just about every type of business today; however according to a report from the Content Marketing Institute; only 44% of B2B marketers have clarity on content marketing success. In addition, the report noted that 60% of marketers said that producing engaging content is the most challenging part. If you focus on building content and including these four important elements, you will slowly find the best content fit for your business.
Not all fonts are created equal. You can easily help convey a point, thought, or feeling immediately by using different fonts. Choosing the right font can elevate your content while choosing the wrong one can be detrimental. Fonts can help your text stand out will be able to deliver your message with style and design too.
Need help finding the right font? Try these:
The length of your content can help or hurt your marketing strategy. This is where knowing your audience and monitoring what works will help you tremendously. Even if your content is worthy of a long and detailed article, that may not be what your audience has the time or patience to read. Depending on your business, a long, in depth article might be just the right thing. The key to finding the right length for your company is testing and measuring.
How do you distribute your content? After taking all the time to create your content, if you don’t distribute it through the right channels, then who is going to read it? You should have a plan for delivering your content. Knowing your target audience helps you streamline your content delivery so that it will reach your potential customers where they are online. This is achieved by knowing how they behave and more testing over time of what works.
Will your audience find your content interesting, informative, inspiring or entertaining? If they don’t, your distribution strategy could already be on the back foot as the hook to make them stop isn’t powerful enough. Remember, there’s an enormous amount of content out there so understanding what will make your piece priorities by your audience is incredibly important. This doesn’t mean you have to be a comedian if it is not right for your business; however, content can be entertaining in other ways. When you measure your success and see how your content is being engaged with and shared, that is when you know you are on target.
The key to successful content is to pay attention to detail and strive for the best content that fits your business. This includes using fonts, testing the length, crafting a distribution strategy, and ensuring that your content will engage your audience. When you monitor your audience’s reactions and actions to your content, you can start to see what works best and implement changes that help reach objectives. Remember to measure your success using social insights and media monitoring tools so that you can continue improving upon your testing and strategy.
Elizabeth Victor is Brand Advisor for Isentia She enjoys sharing social media and branding tips for all sized companies. She also enjoys sharing tips on PR monitoring and management.
The next endeavor that you should focus your energy on relating to content marketing is in making a direct one-on-one comparison between you and your competition.
How can you be sure that this is a good idea? If you put yourself in your future client’s shoes and analyze their point of view, you will observe that before choosing either your or your competition’s services, the first thing that they do intuitively is to make a comparison of those offering the same services as you do.
According to a study carried out by GE Capital Retail Bank, 60% of consumers begin their research using a search engine before going to the final page where they will make their purchase.
It is in this context that even the organic predictive results from Google itself suggest creating content based on what others have previously searched for. One example to consider is by comparing different software solutions for customer service:
At the end of the day, it is the potential client that is interested in this comparison and there is nobody better than you who can provide it for them.
Without going too far, in case you don’t do it, a third party like Software Advice (who has been in business for over 10 years) will redact this content in order to generate leads and then sell them to you, or even worse, to your competitor:
But what is the correct manner for creating this content, even when you must also talk about your competition?
The starting point is in putting together a comparison that is accurate, even if it means you are not the winner in all of the categories.
If you reveal some facts about your competition and they are not correct, the user comparing the data before making a decision will realize this and it will end up being a negative strategy for your investment in content marketing instead of being a positive one.
The wisest thing to do is show a simple chart comparing yourself with 2 or 3 of the most well-known competitors in your sector:
Even though the most didactic way of doing a comparison is by using a chart, it does not always have to end there.
Before the user sees the comparison, you can share with them the things that differentiate you from the competition and explain to them why they should choose you:
Following the example which we began with, where we compared different services for customer service, one that I would like you to notice in detail because of its excellency in development is that which Intercom did with a special landing page.
Anyone can say they are better than their competition in “being the most user-friendly,” “fastest,” “having the best technology,” or even “with customized service 24 hours a day” but the goal is that you show them how you do this. And the best way to do this is with visual examples, images.
And why not even use a video, as the people at HelpScout did in order to compare their tool with Zendesk:
This strategy for content marketing should end with a call to action in order to close the sale.
Try doing this with a free trial period in order to avoid any objections the client may have and so that they can start using your service right away.
If you can make it so that the user can use your software before that of your competition you will have the advantage in the fact that they will dedicate more time in figuring out how your service works, adapting to your procedures.
When we did A/B trials for finding out which content worked best in our company while comparing us with the competition, we realized that the greatest conversions were achieved when we highlighted what our clients said (reviews).
This idea came about when we saw the survey that BrightLocal carried out, which showed that 88% of clients said they trust online reviews just as if they were personal recommendations.
An example is what FreshBooks does with their content which compares themselves to QuickBooks (the leader in the market for accounting software) specifically utilizing reviews from people who left the competition behind and united with them:
Lastly, don’t forget to answer the most common questions that these potential clients may have at the moment of making a decision to hire your services or those of your competition.
If you can answer their doubts before any other, definitely the possibilities of gaining the user will be more in your favor:
Handling this strategy for content marketing as a sales landing page is the most recommended method. The comparison chart should be the base upon which the content is written, accompanied by a sales call to action, images, comments, and frequently asked questions. This is the method I suggest that you follow.
Another option for this type of content is to use more general content such as: “What are the 5 best accounting tools for a business?” And there you could include your company in the list instead of a side-by-side comparison that we saw previously. But always follow the concepts we just went over.
The most important thing to consider is that now it is in your hands and not those of a third party to offer a comparison between your services and those of your competition. It is your duty to show the advantages that differentiate you and thus be able to successfully close the sale at the time the user is making a final decision.
The source of this knowledge and its redaction was shared by Cristian Rennella, Computer Engineer and Professor of the Catholic University of Argentina. Director of Marketing at MejorTrato for Mexico. His passion in the past few years has been centered around the developing entrepreneurship in South America.