Did you know that Amazon, eBay, Walmart, Sears, Target, Best Buy and AT&T are all in the top 50 online publishers in the US? Each of these brands understand that ‘content is king’ when it comes to connecting with customers because …
1. IT BRINGS CUSTOMERS TO YOU
According to Google, 93% of customers start their research online seeking information on potential brands and products. Well written, relevant, ongoing and sensibly search engine optimised (SEO) content can increase your search engine page ranking and your findability but it also allows you to attract and target specific prospect groups.
2. IT BUILDS TRUST SO THEY WANT TO BUY FROM YOU
Engaging content is one of the top three reasons people follow a brand on social media; 90% of consumers find custom content useful and 78% believe a brand that is actively creating useful content is interested in long- term relationships with its customers.
3.YOU CAN HAVE CONVERSATIONS WITH CUSTOMERS BECAUSE YOU’RE AN EXPERT
What are the problems you can solve for your customers with your expert knowledge and resources? Content gives you an entry into the conversation around customer pain points and desire for more knowledge. Remember, blogs result in 55% more visitors to websites and generate 67% more leads per month.
4. IT HELPS PROSPECTS THROUGH THE BUYING CYCLE…AND KEEPS THEM ENGAGED AFTERWARDS
Different types of content can help attract customers, create leads and turn them into sales but it can also help retain them as customers, keep them loyal, up-sell to them and turn them into evangelists who write content about YOU.
5. IT BUILDS COMMUNITIES
AmEx’s Open Forum, Procter & Gamble sites such as Man of the House and Kraft’s digital food network all show how content builds communities around common interests and problems. They use content to, respectively, connect B2B business people, help men to be more family oriented and offer quick recipes for busy mums. Remember, customers are not interested in your products, they are interested in their own problems. Help solve those problems, and they will respond.
6. YOU CAN MEASURE IT
Depending on the objectives of your original strategy, content effectiveness can be measured through consumption, sharing, leads and sales
Statistics sourced from TMG Custom Media, Custom Content Council,
Content+, Social Media B2B and Inboundwriter.com