For the majority of the consumer population, commercials and ads are annoying and something to avoid or block, especially when surfing the Internet. Most people get online for entertainment and information, which makes web content-driven marketing more effective than traditional forms. Content marketing is basically providing useful information through mediums such as websites, blogs, emails, podcasts and videos. This is especially effective for entrepreneurs and small businesses.
Good Web Content Adds Credibility
Good, quality web content shows potential customers your expertise and helps reinforce confidence and trust. When writing content you want to think of making a good first impression. You want your customers to have a valued experience when they click on your site. Think about your target audience. Consider their fears, expectations, needs and desires. By addressing these issues in your content, you might just provide the information they need to solve their problem which will in turn increase sales and personal recommendations.
How you present your content depends on your target audience. Is a more visual approach necessary or are statistics and charts the way to go? Always consider your target audience when creating web content.
The Effectiveness of Social Media
One of the most powerful of all marketing tools is word of mouth. Personal recommendations and endorsements carry a lot of weight with potential customers because they trust their friends and family to know their preferences and needs. Make sure that you have share buttons next to your content so people can share it with their friends and family through social media sites such as Facebook, Twitter, Google + and LinkedIn. This will help to increase traffic to your site and add potential customers.
The PR Angle
If your content is newsworthy or trendsetting, you might want to have a publication, such as a magazine or newspaper, highlight it. This will bring in more publicity and potential customers. Make sure that your choice of publication relates to your business or product in order to reach your desired audience. You wouldn’t feature your content about hardware supplies in a fashion magazine.
With good, quality web content combined with the use of social media and PR opportunities, you can gain credibility and increase consumer trust that will eventually lead to more sales and business.
For more information, check out: http://www.guardian.co.uk/small-business-network/2013/mar/14/web-content-online-sales