Using Content to Win New Customers
Marketing content is a useful tool for any business trying to generate more traffic to their doorstep, either digitally or in person.
Whether your content is provided through a direct mailer or digitally, the right information catches people's attention and attracts them to want to find out more.
And that generates valuable activity that causes sales to happen.
Yes, content is powerful and profitable, but what kind of content works? Here are valuable content tips that can make a difference for your business.
Don’t Reinvent the Wheel
A lot of energy, time, and resources are consumed creating new methods from scratch, whether in business or anything else.
So why go down that road when you can learn by working examples instead?
The key is to focus on companies and organizations that put out both digital and print content that is wildly successful. It doesn’t even have to be the same industry as yours.
Instead, look for methodology and strategy. What is it about these businesses that makes their content work? Find the system, learn the approach, and then apply it to your business.
Pinpoint What Attracts Customers to You
In traditional marketing, identifying viable customers is known as “defining a target market.”
Typically, a marketer would find the right type of demographics mix that makes up a target market and then aim marketing efforts towards that person, hoping for a response.
Today, however, things are easier.
Ask your current customers what they appreciate and like about your business and find more people with similar interests. Then shape your content accordingly.
Screen Your Existing Material for Easy Gems
Most likely, your company has already produced a library of information that can be used to create content for customers.
Review your existing resources, modify the material, and post or print it for them to find. Customers connect to the most amazing things; the trick is to tell a story that brings them back for more.
Don’t Brain Dump, Choose Material Wisely
Content is never an accident.
Your customer-oriented material should be part of an overall story you tell each month to audiences. Every piece should connect and integrate with the next during each content push window.
One of the best ways to do this is to shape your content for each month. Whether weekly or daily, the month’s material should be planned, summarized, and segued from one piece of the story to the next. Consider each content piece a chapter in a bigger book.
Make Sure Your Writer is Passionate
If your content is just a chore for whoever gets assigned the task, it will show in the writing.
Make sure your writer actually has a passion for your topic, and the difference will come out naturally. It will also be far more attractive to your customers, who will find the content genuine and natural.
Avoid Hard Calls to Action
Remember, your content’s goal is to generate an audience for your business.
Hard messaging stands out awkwardly in genuine content. Instead, the material should be informative, helpful, and useful. The body of the content will do its work and attract customers, who will then seek your business on their own and connect it with your business. Their interest will do the rest on the natural. This is why content generation is so powerful.
Lastly, make your content human and personal. Put a face to it if possible. Customers connect far more to a person than generic information.