Why Content Marketing Strategy is need of the hour
- 23rd November 2018
- Posted by: Amrita Singh
- Category: Digital Marketing
Content is the reason search began in the first place.
As said by Lee Odden above and According to a Nielsen global survey, Internet has an important influence on consumers interested in buying new products in several categories. Internet Influences large percentage of consumers in:
- Electronics (81%)
- Appliances (77%)
- Books (70%)
- Music (69%)
- Food and beverages (62%)
- Personal hygiene (62%)
- Personal health/over-the-counter medicines (61%)
- Hair care (60%)
- Clothing (69%)
- Cars (68%).
Needless to say Content Marketing Strategy is the need of the hour.
The above was one of several such studies being done by global brands, retailers and market research agencies to understand the evolving consumer buying behaviour. Growing number of studies* worldwide are finding increasing trends of consumers
- Buying online
- Researching online, before buying online
- Researching online, before buying at store
- Researching online, before ordering over phone
A Trend, which is here to stay. Needless to say content available on internet has significant impact on consumers purchase decision.
Why Content Marketing Strategy
Your website is your face to the world. If you do not treat it wisely and respect it, why would your customer? I know, I know this is quite philosophical, therefore I have some real reasons below:
1 Creating Good Content is Your Best Business Strategy
Google has said in clear terms that they would like to enhance consumers experience on the web. They wants to do it by making available the best content. What it means is that Google is user oriented and they are not leaving anything to guesswork now. For Google future of web is great, greater or greatest content.
2 Google is moving away from backlinks to Content Quality
Google and other search engine algorithms for long rewarded links more than a web property and its content. You can see tons of content on link building, several offers to build paid ranks and bad quality content featuring on page 1 of Google. To do so you can hire someone to create links and get traffic.
However to become user oriented, Google is increasingly moving away from backlinks to quality content (which is far tougher job). Now Google is ranking user friendly, high information websites over those with high link counts.
3 Sophisticated & aware Consumer
Consumers are increasingly becoming sophisticated, channel agnostics and expert of AnyWhere Commerce. They are impatient and it is important for marketers to develop agile management skills to take advantage of this trend by being the first in their category to go online and educate consumers before their nearest competitor does. At the same time it has become imperative for brands and retailers to keep communication consistent across the channels.
How to leverage Content Marketing
Online presence driven by targeted content is becoming increasingly important for your profitability and also for your survival in the long term. Your website should communicate your brand preposition and present it in a cohesive manner so that consumers can connect with your brand.
1 Build a user friendly Web Design
You are because of your customer. If your customer do not invest (yes invest, as they are taking chances by using your offering) in you, soon you will be out of business. Therefore it is important that your website comes across as an organized, trustworthy and informed resource. Otherwise your visitor will not feel confident.
2 Go for Good & Appropriate Content:
BASIC LEVEL: An informational website at the most basic level, which is easy to find online and navigate is a must. Managing content of your website is another important activity, it should speak directly to your audience and answer their potential questions in a easy to understand way. This is first tenet of the content marketing strategy.
ADVANCED LEVEL: An E-Commerce website should allow consumers to select, purchase, receive and return their goods. Its content on product should go beyond basic product specifications to product-consumer life context content. Consumer should get consistent multichannel e-commerce experience, just the way they would get offline.
3 Keep Track of your Competition
You should keep a track of your competition. Consumers purchase journey begins online. Your website should represent your brand and showcases your products and services. You should strive to provide consumer centric and contextual information and a better experience than your competitors to ensure people choose you.
* Links describing importance of Online Content
How we can help:
Based on your business objectives and market scenario BrandLoom Consulting will help you build content marketing strategy to bring you closer to your consumers. We will enable you to deliver accurate and consistent Consumer Centric Product Content across all distribution channels, be it Internet, or store or any other module.