Have you ever wondered about the importance of content when marketing a product or an idea? Good content means good marketing. And good content is that which helps build the image of your brand, gain trust and engage consumers. Achieving all of that through your content is far more difficult than you think. In this article, we will answer questions about what is considered to be good content marketing. We will examine how you can create content that takes your brand where you want it to be – to a whole new level!
Engagement is a Precursor to the Goal
When you talk about creating content, as expected, the main purpose for it would be engagement. Suppose you start a blog, engaging people is your first priority. It should be considered as a first step towards your goal. Luckily, engagement is not all that difficult. In this day and age, you can engage thousands of people with just a tweet.
And this is where the problem arises. Some people start considering engagement as an all-important Key Performance Indicator. It is not possible to measure success through engagement as it is not a tangible measure. The following quote from Google’s Digital Marketing evangelist, Avinash Kaushik, will help you make more sense of this notion:
“Even as creating engaging experiences on the web is mandatory, the metric called Engagement is simply an excuse for an unwillingness to sit down and identify why a site exists. An excuse for an unwillingness to identify real metrics that measure if your web presence is productive. An excuse for taking a short cut…”
The main strategy should be to examine the purpose of a brand. Engagement is not an effective measure of success of your content simply because it is not easy to sustain or susceptible to copy. However, engagement is also absolutely necessary as it brings people to you.
Trust Is Necessary
In contrast to engagement, gaining trust for your brand is fairly difficult. If we were to describe brand trust, it would be how the consumers see and feel about your brand and the people behind it.
Trust is vital for success as it makes you the reliable choice for consumers. Once the trust is built, your brand is sustainable because people buy it. Ubiquity is the key to gaining trust. Your content needs to cover different channels. For instance, you have a very convincing article on your blog but only three people read it. What is the use of it then? You need to bring the content to the people. Rather than just posting words, start effective conversations, use images, share valuable information from a different brand not related to your agenda. Your content should move from social to physical, from words on the computer to words of mouth.
Truth is when people respond well to people. You can create a catchy slogan or a vivid design, but it might still be less effective then a favorite movie star. People create affinity to your brand. Instead of just focusing on content, share the focus on who is going to use it. You can discover people within your brand to do that. Do a bit of search to find out things about them and use that to help promote your brand:
- A person is Twitter savvy. Have them do live tweets once a week where they answer questions about your brand.
- Someone in your brand has a funny bone. They can engage people with their humor. People let their guard down when they laugh and feel more comfortable. Eventually, they will trust your brand even more.
Loyalty is the Sweet Fruit of Successful Content Marketing
Loyalty often means how many people return to a website. And building this loyalty needs focus and research. You need to define your goals and work on achieving them. Use content that works for you, what makes consumers trust your brand? It could be an idea, a GIF or a video. You will have to figure out what content gets you loyalty. And that requires patience. You do not need to switch between content if one thing is not working. Give it time, and see if it gains momentum. Content Marketing Institute founder Joe Pulizzi puts this in this way:
“The sheer majority of brands will continue to crash and burn with their content creation and distribution efforts. Simply put, most brands resist telling a truly differentiated story, and even those that do tell one aren’t consistent or patient enough to build loyal audiences over time.”
For starters you can use the template from Authority Rainmaker. It will provide you with an analysis of what content on your website is doing well with the visitors. Once you know the type of content that is working for you, calculate the ROI using Seige Media’s Content marketing ROI calculator to get the costs estimated for the content. You can even use tools like BuzzSumo to evaluate the performance of your content and find ways to improve on it.
Winning with Content Marketing
Creating content can help create trust and loyalty and engage people. It allows you to also understand the long term benefits of good content marketing. The success of good content is the success of your brand. And putting out successful content might take a bit of effort on your part. Planning, searching and then implementing what is best for your site will likely deliver the results you want. And remember, you will need to stand out and engage people in order to get trust and loyalty from your clients.