Creating Relevant Content: It’s More Than Just Checking the Box

Marketers are continually doing all they can to reach as many customers as possible. Creating relevant content is essential for drawing in target audiences, especially in this digital marketing age. So, how do marketers find the correlation between good, interesting content that also relates to potential customers?

In a recent episode of Digital Conversations with Billy BatemanTricia Wiles — Creative Content Manager at True Influence — answered this question by discussing the importance of creating a strategy and setting goals for who you are trying to reach and how you are going to reach them. The strategy that you choose could make or break your ability to connect with potential customers and increase revenue. Therefore, it’s important to consider all the tools that are available before making a decision.

Content and Effectiveness

In the podcast, Tricia emphasized, “Don’t make content just to check the box and say that you made a piece of content. Make sure that every single piece of content that is delivered has intention and purpose behind it.”

There are so many different tools and resources at our fingertips that we can use to reach out to people. Each of them is going to have a strategic advantage and reason for why we are using them. Therefore, there needs to be strategic planning behind each of the tools used.

Part of a marketers job is to create awareness while also articulating uniqueness and value to customers and prospects. This uniqueness and value can come in many different shapes and forms.

Digital marketing in particular is an arena full of tools that, when used strategically, can drastically increase success rates. Some of these tools are used specifically for boosting sales while others focus on gathering consumer data. Therefore, its important to know which marketing tools are best for your business and when to use each one.

Common Tools Used to Create Relevant Content

  • Social media is a marketing tool used to develop interactive online relationships with customers. Examples include blogging, posting, sharing, and tweeting. Social media allows marketers to target customers using several different platforms. Each platform is different, but most have space that allows placement of targeted ads based on demographic, location, and interests. Social media is also a great way to build your brand and establish a voice for your company. It opens the door to interacting with customers and creating positive experiences that will lead to customer loyalty.
  • Search Engine Optimization (SEO) refers to techniques used to increase ones website appearance on search engines. There are several ways to increase your Search Engine Optimization (SEO). For example, secure a reliable and simple domain name that is relevant to your site, industry, or keywords you want to match with. SEO is optimizing content so that when a consumer is searching for something related to your product or service, you are one of the first results that shows up on their screen.
  • Surveys are useful for determining which products to create and for improving or upgrading existing products. They are generally one of the most important marketing tools because you can get real customer feedback on your product. When done well, surveys provide hard numbers based on users experiences that can be used to make future decisions.
  • Direct mail is an effective strategy that has several advantages. It gives marketers the ability to get creative when making highly personalized content for the individual. Direct mail can also be used in any stage of the marketing funnel to work toward the same goals as online ads. Direct mail is familiar, versatile, and builds trust.

Benefits of a Strategic Approach to Digital Marketing

Consumers are increasingly present on the internet and online channels. Digital marketing allows your organization to create more customer-centric content. It creates ongoing engagement even after a purchase, which can create customer loyalty and improve customer retention. Digital marketing also allows you to reach out to people all over the globe. It helps foster more interactions with brands leading to increased trust and conversion rates. Therefore, strategically choosing a platform and the content you use is extremely important.