Irrelevant content just for (content) marketing?

Making content and marketing it, that’s what it could be in its simplicity and measure how much content has received impressions and clicks. But content marketing is not the same thing as advertising, as per the SEO Company expert.

The goal of the content is to convince the potential customer and help him make the purchase decision. And it is not enough just a product image, price and buy here (NOW) button. Content cannot be any content. It needs to be relevant and interesting to the customer and respond to the customer’s need in order for him to feel he is getting added value. Reasons for decision support or assistance deemed useful. 

This is easier said than done. Thorough groundwork and more detailed customer research can help you better target your own message. I’ve found (too) many different dimensions to this, but you have to start somewhere (and test, test, learn, edit, retest).

Who is the customer and how is the purchase decision made?

Customer. It is a mystical creature, by the way. While marketing is easy to target based on demographics, there are many things that can go wrong if we don’t think carefully about what solution is right for the customer’s challenge and work-related needs. Or what is the benefit of the product to the customer? And what kind of content will convince the customer to end up with what your company has to offer?

A customer profile is a description of a typical customer. It’s helpful when you’re targeting the right audience for your content through the advertising tool. This information includes e.g., age, interests, and work-related perspectives such as professional title/role, and in consumer marketing, these issues can be approached from the perspective of values, interests, and family circumstances.

In order to provide the customer with relevant content at the right time, in addition to demographic information, it is a good idea to identify the most typical ways to buy. Here are some questions to consider:

  • Is it a product/service/solution that integrates into the company’s operations – how much does it change the company’s current way of operating?
  • Which features are significant, such as the benefits of the product/solution in terms of business, efficiency or savings (in time, money)?
  • How Long Does the Average Purchasing Process Take? Is the purchase straightforward, e.g., an order from an online store or does the customer first open a demo or test version of the product?
  • Who makes the first contact and to whom should the customer internally sell the selected service/product or solution? How many people’s opinions influence the final purchase decision?
  • What sales arguments are used to ensure a customer at a meeting, store or trade show?
  • If you get to interview the right customer, what have been the deciding factors behind the decision?

I have also outlined the customer’s journey through the various stages, i.e., awareness, comparison/acquisition, purchase decision/conversion, and better service to existing customers so that they become the best marketers in the company.This mindset is also good to consider when designing content – how to arouse interest and reassure the customer through a first encounter (including in the online world) and how the content works like a salesperson (not a push) salesman to create a positive and compelling “must-have” offer.

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