Sunday, 15 May 2016

Marketing through Content


In today’s marketing world, medium or channels of marketing have changed considerably. Many players have opted for online marketing as you find consumers on this platform more than any other mediums like television or print mediums. Due to deeper penetration of the mobile framework, people are connected online almost all the time.
Only one thing that can make the online marketing successful is the content which needs to be rich in substance and extremely relevant to the segment of the consumers you are targeting.
Why online content marketing?
The idea behind floating the content online is to provide the consumers with accurate and relevant content and periodically update them to influence their buying decisions. Content marketing is an ongoing process where you need to update and refresh the content regularly for your consumers to be up to date and thereby make right decisions.
How content brings about a change in the business?
The consumers are smart enough to understand the difference between advertising and actual value of the product which they can realize only by having access to apt and enriched content. Right content spreads through social mediums and generates the right word of mouth publicity for the products and services that has the power to influence the decision making.
To create visibility online, you need content to come up higher on the page ranks and remain in front of the consumers who are looking for such information.
What can we achieve with accurate and planned content marketing?
With the brief and accurate content, you will be able to attract consumers and create visibility enhancing the brand awareness. Brand awareness gradually starts influencing the consumer behavior and the business starts creating a list of prospects by deeper analysis of this behavior.
These prospects can be kept engaged with the right content which is updated right on time which in turn will give sales to the business. The story does not end here as no business aims at achieving one time sales. So the next step after the sales is customer retention and loyalty which is not just attained by adequate services pre and post sales but also by floating the right information to them for their next purchase.
As mentioned earlier, content marketing is an ongoing process that brings continuous sales to the business.
Strategy
Content strategy would be different for different businesses depending upon their industry sector and size. For small retailers, it would be sufficient if they are capable of answering all the questions their consumers have. But for bigger multinationals, the process could be complex. They would need to act timely and in a structured manner to flow information sequentially and accurately. That is why it is important to strategize before you could plan your content.
Content planning
Once the strategy is laid down, it’s time to plan your content and the flow. It should be noted that content does not comprise only the text but also visual and tabular information. Along with enriched content, its presentation also matters a lot in influencing the consumers. Relevant content, timely updating and legible presentation can make the goals achievable.
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