ReDrew Innovations

Boosted by the pandemic, content marketing is used by companies to capture the attention of consumers. However, with this rise in adoption, consumers have learned how to filter out content that isn’t helping them achieve their wants and needs. So the question becomes, how do we create content that consumers want to engage with?

What Is Content Marketing and Why Is It Relevant Today?

As stated by CMI, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately drive profitable consumer actions.  

The purpose of content marketing is to provide relevant and useful content to your consumers, solving their problems instead of “pitching” them products or services. 

Today content marketing is used by big and small businesses alike. This is because content marketing is great at building the right audience for a business as well as helping companies boost their bottom line.

Specifically, content marketing benefits a company with:

• increased customer relationships.
• Increased sales.
• Cost savings.
• Content as a profit center.  

The Golden Rules Of Content Marketing

With content marketing growing in popularity there are around 4.6 billion pieces of content produced daily.

With so much competition to grab a viewer’s attention, how are marketers supposed to differentiate their offerings from their competitors? The answer is easy, with content that is… 

• Valuable.
• Relevant.
• Consistent.

How To Make Content Marketing Valuable For Your Consumers

The whole premise of content marketing is that marketers are reaching out to consumers at the exact moment that they’re looking for help to solve their needs.

Inbound Marketing

This can be done by using inbound marketing to attract consumers to your brand by providing personalized content and useful information that solves their problems. 

AB testing and CRO 

AB testing and conversion rate optimization (CRO) can also be utilized by marketers to increase the value of their content. 

The benefits of AB testing and CRO for your consumers are that after these optimizations, consumers get to interact with a more appealing, easier-to-navigate platform. 

Which translates to increased engagement, reduced bounce rate, and increased conversions for marketers.  

How To Make Content Marketing Relevant

According to Alex Valencia, President of We Do Web, to make relevant content, you need to know two things: yourself and your audience. 

Marketers can gain knowledge about both these measures by utilizing Google Analytics and buyer personas. 

Google Analytics

Google Analytics (GA4) provides insight to marketers about the behaviors of the consumers on their platform. GA4 can tell marketers what buttons, pages, posts, and any other variables on their website or platform have low engagement. This tells marketers what areas of their platforms need to be optimized to gain increased conversion. The GA4 Certification is a prime example of content marketing as it is a valuable interactive tool that consumers use to educate themselves. However, this education only comes with the trade-off of supplying your email address and personal information to Google.

Buyer Personas 

Buyer personas can also be used to make content relevant by finding the right audience for a product or service. A buyer persona is a fictional, generalized representation of your ideal customer. The buyer persona uncovers the buyer journey which is the active research process a consumer goes through leading up to a purchase. Understanding the buyer journey will help to understand how visitors and leads are purchasing your product or services. This allows marketers the insights needed to tailor marketing materials to keep them valuable to consumers. 

How To Make Content Marketing Consistent

There are many aspects of content marketing that you can cover when discussing how to keep content marketing consistent. For example, a company’s content schedule or how many posts are shared a day. 

However, when I refer to consistency, I mean how a company can make its content messaging consistent with its brand, previous messages, and search engine optimized every single time. 

There are 25 tips provided by Claire Brain to help companies optimize their content for people and search engines. A few include:

• Keep language simple and concise.
• Use synonyms and close variants: This will make a much more interesting and engaging reading experience. It will also provide search engines with more contextual information.
• Research and include related entities: People and search engines see relationships and groupings.
• Structure your content. 
• Choose usefulness over word count.
• Do your search term research: Awareness of how people search for the topics a company is writing about is essential for content optimization.
• Add video to improve the experience: Many people prefer watching rather than reading.

Key Takeaways 

Content marketing when utilized correctly by companies can take a product, service, or even brand to a new level but the only way to get there is by sharing valuable, relevant, and consistent content with consumers.