While this is good news for most people, it actually creates a dilemma for brands and business, especially if those conducting searches are current customers or potential patrons. You see content marketing enables any entrepreneur or enterprise to be of service to its clientele by creating digital artefacts that offer advice, provide information or deliver entertainment. At the same time, you can explain the benefits of your goods and services and try to encourage a sale.
Problem is, scores of organisations have jumped on this promotional technique and are competing for the same lucrative space. Although a business can attempt to differentiate itself through content that is of a higher quality or has some sort of unique attribute, relevancy can help you stand out from the crowd.
It is all well and good creating blog posts, feature articles, infographics and videos that appeal to an extensive audience, but if this does not adhere to their specific wants and needs, then it won’t bring about the virtues of content marketing. If you really want to give your target market something they will appreciate and find useful, you have got to keep it relevant.
We have all been there. After clicking on a search engine link, you will know fairly soon whether the page contains the content you are looking for. This can be because of the site in question, the design or layout, the opening paragraph or something else that catches your eye.
We look for subtle and small indications that the content is relevant to our search query. It won’t take long to close the page or click the back button and find another site promising the same answer or solution.
This immediate thirst for knowledge, which nearly all online users posses, means that those wanting to capitalise on the boons of content marketing cannot afford to be irrelevant.
From the content themes in question to the way in which you communicate with your audience, being relevant adds an air of authenticity but also makes your messages or opinions more believable.
If you choose to create content that does not get straight to the point or is somewhat inapplicable and insignificant to your audience’s wants and needs, not many people will take you seriously.
Today’s consumers expect both small independent businesses and multinational corporations to be accountable for their actions and live up to their promises, which is somewhat hard to believe if content is not relevant.
Previously, in order to gain acclaim for your business acumen or industry expertise, you would need to launch a PR campaign or leverage the influence of the press. But while this sometimes had the desired affect, it didn’t exactly establish long-term lauded longevity.
However, content marketing enables companies to publish their own positive publicity through owned media channels. And if the materials you create are relevant, you will soon become a trusted and reputable authoritative figure.
Even so, this does not give you license to furnish your clients or customers with needless sales pitches; it should be reserved for valuable information or entertaining artefacts.
The noisiness of so many conversations online can get quite overwhelming and has the potential to cause confusion among users. But if you focus your efforts on relevant content, customers will recognise that you’ve got something important to say.
But when it comes to contributing something, which clients and customers can benefit from, you will need to know whether online conversations are even applicable to your business.
This can be achieved through an audit, which should identify the correct channels like social media or online forums, the nature of conversations and what they are discussing, who is making the most amount of noise and whether it is worth participating in or not.
If you take the time to create content that is of interest to your audience and recognise their consumption preferences, chances are they will do business with the brand.
Building strong relationships and establishing brand loyalty are tough things to achieve, but rather crucial if you want to bring about online success.
Today’s digitally connected consumers want to be spoken to directly and are much more likely to think favourably of a business if it has answered their questions or solved their problems. This is possible through the creation of relevant content.
Content can be an incredibly effective and influential online tool, which takes your marketing activity and propels it towards prosperity. But in order to catch the audience’s eye, retain their attention and end-up with meaningful interactions, it needs to relevant.
You can choose to go down the informative route, which gives your target market useful and valuable details about a certain subject or product. Alternatively, you could make content more interesting and alluring, which generally involves the use of facts and figures or funny analogies and anecdotes.
But more than anything else, content needs to have a purpose that your audience can relate to. If so, it stands a better chance of being read in a crowd of similar content, will be much more authentic and believable than the alternatives, position you as an authoritative figure, shows your brand has got something important to say, and gives customers a reason to do business with you.