But by merely writing about a subject without proper planning and development of a content strategy is nothing more than planning failure for your online marketing efforts.
Content Development is not the need of the hour
The internet is already brimming up with millions of webpages dying for some attention. Older techniques like search engine optimization and pay per click methodology are losing the battle to new and intelligent search engine algorithms, which require a website to add value to a reader’s life, through relevant content.
The effective solution for business growth
Content Marketing aims at providing relevant content to the target audiences through appropriate digital channels to boost up the social as well as the digital engagement of a website or business. The content marketing process is much better than plainly writing about a product, service, brand or business or stuffing a blog post purposely with SEO keywords.
Content Marketing is Inbound Marketing
Inbound marketing aims at attracting the buyer by offering valuable information, which he/she might be looking for. Inbound marketing influences a buyer journey and can add value to the life of an individual instead of blasting him/her with non-essential promotional content. This is made possible because inbound marketing through content follows the following steps.
Before actually starting to pen down content for digital mediums, it is essential to identify the target audience for a particular content. This is essential to understand their nature, buying behavior, expectations, and needs from online portals and help in aligning business goals with consumer needs.
After identifying the target audiences, it is important to analyze the phase of buyer journey at which a consumer stands. One can be at awareness stage, consideration stage or decision stage. Developing content by keeping in mind the stage help in increasing the buyer connect, which is essential to influence the buying journey.
After analyzing the stage at which a buyer stands, a business needs to understand the problem a buyer is facing. Is the buyer aware of a particular product, does he need options to consider, or he needs a strong statement to justify his buying decision.
After understanding the stage at which a buyer stands, provide an effective solution through valuable content, which the buyer seeks. This content should add value to a buyer’s life instead of pitching a business service or product.
Once businesses turn into influencers and solution providers, buyers start trusting the voice of business. This helps in increasing social and digital engagement with the target audience which in turn convert into customers and propagators of a brand.
The increased engagement owing to valuable content boosts up the digital traffic to a business website and drive sales, unlike intrusive marketing, which is done with the sole aim to sell without adding value to life.