When you think of your favourite brands, what do they have in common? Chances are, they’re all great at content marketing.
Content marketing is a marketing strategy which is used to attract current and potential customers. It helps establish your brand as a leader in your industry by providing expertise, promoting brand awareness and keeping your businesses’ name at the forefront of customer’s minds when they think of your sector.
This in turn can help attract leads and ultimately close sales for your company.
But, what does it mean in the fast moving industry of 2022?
Does it work?
The short answer is, yes! Companies and organisations that use it get 67% more leads than businesses that don’t.
Where should I start?
Content marketing works best when you understand who your audience is. What
works for huge organisations, might not work for you. Do some research into who your current audience is and what makes them want to buy from you. If you start to change your tone of voice and marketing strategy, you run the risk of losing them. Remember, repeat customers are 50% more likely to refer potential buyers than first time buyers.
Take a look at your customer demographic, their spending habits and the products/services they are buying. This will help you create content marketing that works for the audience and hopefully, bring in new customers.
Building customer trust and brand loyalty
Ultimately, you want to create content that generates sales or leads. But at the start of the customer journey is their experience with your brand. By creating content that engages with your customers before they even decide to make a purchase, can help close the deal when they do decide.
By adding value to your business with your customers and then ensuring their buying process is straight forward and enjoyable, you can create returning customers before you know it! We’ll show you some examples of brands that are building customer trust to help them generate sales.
Content that also positions your business as an expert in your sector will help establish customer trust, as your customers will look to you as the experts. This in turn will help turn enquiries into sales.
Great content helps to drive organic traffic to your website
Once you’ve got your audience hooked, you need to drive them to your website. Google is often the first point of call for consumers and Google’s SEO can be hard to keep on top of, but creating content that uses great SEO can really help make a difference.
The trick is to always produce content that uses your keywords to ensure your business stays at the top of Google’s results.
Our team are experts in all things content marketing and SEO, so if you need help, get in touch today.
What are some examples of great content marketing?
Duolingo’s crazy TikTok
Duolingo saw the jokes people were making about their menacing owl mascot and they used it to their advantage. It was a huge risk, but the TikTok community has fulled embraced the unhinged character and as a result, Duolingo’s interest on social media has sky rocketed.
Not only is the account producing hilarious video content, they’re also interacting with celebrities and other companies on the channel to increase their brand awareness. It may look effortless, but behind the scenes there’s research, trend analysis and a lot of risk taking.
This sort of content marketing works so well when it’s done right, but it can also come off as incredibly cringeworthy to the wrong audience on the wrong channel, so research and trend analysis is everything.
Nevertheless, Duolingo are a great example of how to do it right. Now, when someone wants to learn a new language, Duolingo is the first point of all.
Spotify Unwrapped
Despite launching in 2017, Spotify unwrapped is still a great example of content marketing in 2022.
Almost everyone has seen someone share their Spotify unwrapped on social media. If you haven’t seen it before, Spotify essentially makes data sexy by sharing listener’s a breakdown of their listening behaviour.
It sounds drab, but this is where Spotify’s content marketing really comes into play.
Spotify made the content incredibly easy to share on social media. They did this by creating content that uses incredible graphics, funny prompts and something that makes you feel like you’re unique with your listening habits – something most of us want to be!
They’re another great example of letting the experts take the lead to produce great content.
Innocent Drinks
Innocent have mastered developing a brand tone of voice in their content marketing strategy. Their content is funny, tailored to each platform/channel and it speaks to their target audience. Few brands would consider a partnership with Duncan from Blue their golden ticket to success, but Innocent did, and they were right.
Although their ‘please buy our drinks so we don’t get fired’ approach may be cringeworthy to some, to others, it works incredibly well and their audience lap up the content.
Now, Innocent Drinks are at the forefront of trends that turn their millennial followers on social media, to millennial customers in stores.
Need help?
It can be hard to create great content marketing, especially when you don’t have the time or resources. But we can help.
Content marketing can look effortless, but behind the scenes is lots of research and analysis. If you need help with your content marketing, we can create bespoke content that is well researched and creates great results.
Sun, 05 June 2022