<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=179463339099016&amp;ev=PageView&amp;noscript=1">

Is Your Content Working?

Adrian Bredeson
by Adrian Bredeson on Jun 8, 2017 8:50:07 AM

You know that content is important. You've seen the content marketing stats, you've heard the buzz, you've probably even put some kind of content marketing in place for your brand. But is your content working to boost your business? Like, really working to drive the traffic, leads and sales you deserve? Let's first take a step back and talk about how your target audience is purchasing, shall we?

Understanding your customers' path to purchase is more important than ever. Knowing the buying behaviors of your target audiences is an important task.  The majority of buyers today share some important characteristics, though. Their need to research online is a vital one for brands to understand and adapt to.

It's no secret that buyers are using online channels to research brands, products and services before making a purchase. They are creating digital touch points throughout the buying journey, doing online research whether they end up making the purchase online, in store, or over the phone. With so much digital content being consumed along their path to purchase, it's more important than ever for brands to craft the right content that will establish you as the best choice, no matter where the final purchase is made. But what are the top three things your content should be doing for you?

  1. Increasing brand awareness -  Buyers need pages to read, Facebook reviews to share and tweets to retweet. If you want people to talk about your brand, you have to give them something to talk about. Educate them on how and why your brand and products are best, so that when they are faced with that wall of products or thousands of search results, they recognize and respond to your brand name. Don't settle for brochure-style product information. Give them more. Talk about your brand, why and how your products were developed. Go deeper to create a connection.
  2. Establishing brand authority - When confronted with options, prospective buyers need to know (and remember) why your brand is the best choice. Your online content gives you the opportunity to start establishing your authority early on in the buying cycle. Are you using better quality materials? Do you have a no waste manufacturing process? Is your technology more innovative than the competition? Set yourself apart, early and often, so that purchasers know why your brand is the best choice.
  3. Building online search visibility- Content is king when it comes to online marketing.  Search engines need optimized content to award you relevant search visibility. This is a basic function of content and has been for a very long time. When your customers are doing online searches for your products, is your website ranking?  Beyond that, are people clicking through the search results to your website? Is your content generating the organic traffic you deserve?

Based on how people are buying, your online content could very well become the starting point for most of your future sales. You have to use each piece of your online presence, from your website to your social channels to your ads, to move buyers through the sales funnel.  Whether they are shopping for  your product on your website, through your sales rep, on Amazon or in store, your content pieces are the seeds to future sales. Don't get left behind, invest in a strategic, creative content marketing strategy to set your brand apart from the competition!

New Call-to-action

Leave a comment

Adrian Bredeson
Written by Adrian Bredeson
As Director, SEO and Social Media at E-Power Marketing, Adrian is primarily focused on the organic success of client programs through SEO, social media and content marketing. Adrian also heads up the agency's marketing initiatives. With a background in psychology and PR, her passion for telling a brand's story by understanding and engaging with their target audiences has been put to good use at E-Power!

Related posts

8 Next Level Content Marketing Trends for 2018 You Can't Afford to Overlook

More than 60% of B2B marketers report that last year, their content marketing strategies were more effective than in 2016. Can...

Adrian Bredeson
By Adrian Bredeson - January 10, 2018
What Are Buyer Personas & How Can They Up Your Marketing Game?

As a marketer, you know that marketing is all about telling a story and making a connection with your audience. Someone who...

E-Power Marketing
By E-Power Marketing - December 21, 2017
20 Ways to Showcase the Human Side of Your Brand

When it comes to marketing these days, it’s all about making an emotional connection with your audience. To do that, you need...

Emily Miels
By Emily Miels - December 11, 2017