One of the most effective strategies to increasing brand awareness and attracting new customers on the web is content marketing. Content is comprised of many different forms: videos, articles, blog posts, press releases, podcasts, etc. Basically, any type of words, whether written or spoken, can constitute content on the web.
Unfortunately, most of the content on the web is lacking in value and substance. Furthermore, content marketing can be very time-consuming and many ecommerce owners stress over how much can actually be done. It is overwhelming to dip your hands into all of these methods and most times quality is thrown away for quantity in an attempt to devise a well-rounded marketing campaign.
Here is one sentence you should never forget:
Jack of all trades, master of nothing.
Taking on too much at once is often a precursor to failure. Creating one targeted, effective video can do more to boost your brand than ten mediocre ones. When it comes to content marketing, quantity is not always the name of the game.
How do you craft a quality piece of content? Here are the two strategies that most web marketers overlook:
- Know your target audience – I am not referring to simply knowing that your audience is males from the age of 30-50. I am referring to “really” knowing the pain points of your audience and what problems they are facing. Take some time to identify what they desire and what solutions they need. Get detailed about it! Do they hate going to work and facing traffic in the morning? Are they having problems with finances? Do they want to spend more time with their families? I know it sounds crazy, but the more acquainted you become with your target audience, the more effective your content will be.
- Solve the Problem – Once you know your target audience intimately, you will understand the problems they face and how your product or service can help them. Every piece of content should solve a problem for your audience.
Example: You are selling men’s running shoes and your target is a 40-something male. Now dig deeper. He works a long work week and has only a little extra money left after paying bills every month. He wants to enjoy the finer things in life, but he is busy with work and caring for his family. He likes to take weekends to run for a few miles to clear his head and get some much needed time alone.
If this male is your target audience you can more effectively target your content to cater to his needs. The solution to his problems would be a running shoe that embodies comfort for the tired man, provides an oasis to escape the pressure of the job and is extremely affordable. These details are much more effective than simply writing or speaking about the basic features of a running shoe. This example is very basic, but the strategy is effective.
From the example, you can also see how targeting your audience in detail provides much more interesting copy with which people can connect. This will draw more people to your products and services and help you gain an edge over your competitors who are simply targeting all males.
Your content is an extension of your brand and your company message. Therefore, a high level of quality is essential if you want to attract more customers. If you use these tips to create your content, like a sharp arrow in the hands of a skilled archer, you will hit the bulls-eye every time.