Hollistic marketing campaigns are vital to a business’ success. A major aspect of that is content marketing. When done correctly, content marketing can radically improve a business’ relationship with potential customers. In this article, we discuss three ways content marketing can help build those relationships as part of a hollistic marketing campaign.
Content Marketing Provides Information
When customers research products, the more information they consume the better. You might be advertising your brand well and generating a lot of clicks, but customers need more information. The customer needs to trust the brand and lacking information can inhibit that.
This is where content marketing can help. Your goal is to provide information that helps build relationships with customers. As such, information about the brand, what it’s about or even how it started inspires confidence in the customer that the business is legitimate.
Why Trust Your Product?
The customer trusts your brand, great! However, they trust many other brands offering the same kind of product. What makes yours better?
The content you produce allows the opportunity to set yourself apart from the rest. It allows you to highlight the qualities of your product, how it’s constructed, the materials used and how all of this makes your product better for the customer.
It doesn’t have to mean that your product is the best, just the best for the customer. Perhaps the product is a beginner running shoe. It’s not made from the best material nor is it extremely durable, but it doesn’t need to be. It’s a beginner shoe. Through a blog, YouTube Channel, E-Book, etc. you can highlight this and use that as a benefit to the customer.
That said, if your product is designed to be a competitor to a given industry standard, then use your platform to highlight comparisons and differences in the products. Use customer preferences to your advantage. Maybe your shoe is lacking in one area but strong in another. Customers may prefer the shoe be strong in that aspect and not care as much about the weakness. That’s an important difference to highlight in your content marketing.
More Efficient Demographic Targeting
Content marketing is where you relay all the above information to the customer and that information has a subsequent effect on your audience. The information presented will be useful to some, but not to others. Those to whom it is useful are the customers you want purchasing your product. They are easier to target because those in the latter group sorted themselves out of the potential customer pool which saves a lot of time and advertising budget.
This pays future dividends too. Your customer feedback could potentially be more positive thanks to avoiding sales to irrelevant customers. Obviously, positive feedback also depends on the quality of the shoe. Even beginners need something reliable even if for short-term use. With positive feedback, your target demographic becomes even better outlined and easier to target.
Using content marketing to offer information about your business and your products helps establish both better customer relationships and more positive customer experiences. Both help build up your brand, but also greatly contribute to your other marketing efforts. The result is a well-run hollistic marketing campaign.