Atlanta, GA -- (SBWire) -- 04/22/2015 --Content marketing has been widely used by most marketers today in order to educate, raise awareness and convert consumers into loyal customers. This has been the means of most brands to generate leads and sales. And to keep their brands visible, they see to it that they have published and properly distributed valuable content across the Web. However, predicting the needs and wants of most consumers is really difficult. Most of the consumers nowadays are more interested in the information provided than the product itself. And this is now the big challenge that most brands are facing; how they can make consumers use their brand without sacrificing the quality and amount of content distributed to gain page rankings.
The answer lies in focusing what is in the middle of the funnel and implementing a strategy that optimizes the conversion. Audiences have this habit of bouncing off the articles the moment they found the essential information they need to solve their problems; not even remembering what product has helped them. This could be hurtful to some brands as their efforts were not commended. Yet, this still, not the audience's fault as this is only a clear proof that the valuable content provided is not optimized for conversions. In this situation, marketers should think of a clearer picture of what a valuable content should be provided in order to make real conversions in their content marketing efforts.
Real conversion happens when the valuable content undergoes different approaches in providing information to the audiences. Take the example of an insurance plan. Audiences will take on insurance plan if (1) the article produced explores the benefits of having one or the worst case scenarios of not being insured where possible lawsuits are included which could be a way of raising awareness; (2) an infographic is designed to inform audiences of the importance of being insured that could be a way of educating people about insurance policies; and (3) a white paper or webinars are released to the public to discuss the need to have an insurance and providing examples of the insurance policies that most people need which could be a way of converting the audience into customers.
Creating a topic for a certain brand that meets all the stages in the marketing funnel (awareness, opinion, consideration, preference, and purchase) is a good way of optimizing the conversion experience. Having all the audience in all the stages of the marketing funnel in one topic allows them to get what they are looking for that could lead them to rise from one stage to another. Keep in mind that conversion happens when it is done right. And this conversion occurs when content types are approached holistically. For instance, when a brand wants to create awareness producing articles, images, and social post are most likely to be effective; to educate is to distribute content like videos, infographics, eBooks and scholarly articles or case studies; and to convert is to release video blogs, white papers, downloadable guides and brochures.
Consequently, taking the content to a whole new level will help brands get a stronger connection with the audiences. With the rise in the number of competitors, marketers should not be complacent with the method they had known to be effective once since it is already a common knowledge that the needs and wants of consumers continuously evolves. Thus, constant development and growth in content marketing should be exercised.
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