If you’ve been reading Avalon blogs lately, you’ve noticed many interesting cases and ideas for nailing your small business’s online content. Whether you are into e-commerce, fashion, travel, food, or any other industry, there are, indeed, ways to stand out among the thick competition, and attract an interesting audience to your webpage.
Creating content sounds easy, yet researches show that there is actually a small number of marketers who truly understand the importance of content, and its strategy. And strategy is, indeed, the very thing majority of marketers fail to execute. Let’s have a look at 5 ways how to sum up your digital activity and start hacking an awesome digital content activity.
Are you the type of business that want to drive online traffic in order to convert more sales? In that case, incorporating your website, mobile app, social media, and search engine optimization will be the right package to start with.
If you are interested in the consumer engagement with the products you offer, then you would look into find a way to offer an exceptional digital multimedia experience for your customers in order to attract new ones, and keep the current ones happy (loyalty program).
If your business offers a digital product or a service, then you would need to focus more on digital interaction with your target audience in order to collect data and insights that would help you shape an innovation pipeline and increase the value of your company.
Are you into tourism or retail? In that case, you would most probably need to create a kind of a brand experience that would help you create an exquisite customer service and and a list of loyal customers.
Among a huge content type diversity, you ought to focus on the one applicable to your type of business and easily distributed to your target audience. There is a long list of different content types, such as blogs, videos, images, infographics, ads, plugins, animations, events and much more, out of which companies usually take more than one to start their digital content journey.
After you have done a research on your target audience, you are now aware what they like and what type of content works for them. Furthermore, you are aware what is their favourite distribution channel.
Your content must be where your audience is!
That’s why choosing the correct distribution channels is essential. From Snapchat, You Tube, Twitter or Facebook to emails, Vimeo, Google ads or Tumblr, streamlining your content through the selected distribution channels requires a content pillar approach.
What is a content pillar approach? That’s when you decide on a piece of content you are finally ready to distribute, and you do that by breaking it into many alike sections and materials that you will distribute via different channels. This gives you an opportunity to segment a big piece of your content into small pieces, to efficiently transfer each piece to its target audience.
To create a smart content strategy out of the content you have prepared take into account your consumers’ thoughts as shown above on the image. They go through 5 stages, from the awareness to loyalty, and it’s not an easy process at all.
How do you do that? Easy: Forget about yourself, and focus on your target audience — give them a message they can relate to (emotional reaction is usually a winning solution), and present a solution that will be linked to this problem in their minds.
Prepare enough materials (as part of your content strategy) that will be downloadable, reachable and shareable online, not to mention free of charge, so your audience can get a better understanding of the problem or need. Its’ specially important for you as this is the stage you should accumulate their sparked interest, and slowly but steadily lead them towards your business (solution).
Prepare demos and customers’/clients’ statements where you prove that your solution to their problem is the one they need indeed. At this stage, your audience will compare you to the competition, so you have a tough task of proving yourself to be better than others. This is especially difficult with loyal customers, therefore deep research and accurate benchmarking is what you would probably need at this stage.
Of course, fake reviews won’t help you. You need authentic analysis and reports to be able to provide a trustworthy picture of your business.
This stage would probably need a bit of a different strategy as you need to keep your current customers, and maintain their loyalty. Unlike attracting stages, here you need to be fun and useful as they will indeed have huge expectations that you would need to fulfil, otherwise they’ll find it somewhere else.
Regardless of being a fully founded startup or an international corporation, you would need to start all the above with peeking inside your wallet. Not every content strategy needs to be costly. All you need to do is make a budget plan and make the most of it. With a help of friends and relatives you can make first content steps, such as sharing on social media or blog mentions. After you get the ball rolling it’s easier to start investing money on frequent content activities and strategies, hence crack the code for more cost-effective ways of distributing your content.
When a company identifies how to integrate the processes needed to give the consumer a sense of job completion, it can blow away the competition. A product is easy to copy, but experiences are very hard to replicate. — Clayton M. Christensen
Good luck guys! It’s all about smart planning and brisk attitude. 🙂
This article was originally published at Avalon blog.