If you’re in marketing, you’ve probably heard the saying, “Content is king.” Although the phrase is often overused, it remains true for every online business. According to Forbes, 74% of companies report increased lead generation from content marketing, making it an essential marketing tool.
However, not all content will impact your online business positively. Therefore, it’s, important to know the ideal content to include in your content strategy for the best results.
In this article, I’ll discuss the factors you should consider when creating content for your online business. Keep reading to learn how to make the ultimate content plan for your business.
Increase brand awareness
Brand awareness is the extent to which your target audience is familiar with your product or service. For instance, what comes to mind when you think about soda? There’s a high chance that you probably have a mental image of a Coke.
Coca-Cola is a global brand awareness powerhouse with 94% of the world’s population recognizing its brand. Think about that! Almost everyone knows what a Coke is regardless of their opinions or tastes in fizzy drinks.
However, this widespread fame isn’t by accident. It’s a result of a well-thought-out brand awareness strategy. The company ensures everyone knows about their drink and is the first thing on their minds whenever they’re thirsty.
Strong brand awareness is essential in marketing because most people have a brand in mind when shopping. If that’s your brand, you’ll have an edge over your competitors. Therefore, you should tailor your content to familiarize your audience with your brand.
The best content types to increase your brand awareness include:
- Memes and GIFs
- Infographics
- Short videos
- Witty social media posts
The visual content gives you a canvas to paint the brand image you want to showcase and present it to your audience. Witty social media posts, on the other hand, increase shareability, which helps expose your brand to a larger audience.
Posting your content on social media is the best way to boost your brand awareness. Post eye-catching images on platforms like Facebook, Instagram, LinkedIn, and Twitter and videos on YouTube and TikTok.
Drive Web Traffic
Web traffic is the number of users who visit your site in a given period. It’s one of the most measured performance metrics and for a good reason. Web traffic can improve your business in several ways including boosting your brand awareness, conversions, and lead generation.
Although you can increase your web traffic through paid advertisements, 53% of all trackable traffic comes from organic search. Therefore, it’s essential to focus your SEO efforts on increasing organic traffic through a robust content strategy.
Some of the best content types you can use to increase your web traffic are:
- Interesting meta-descriptions
- Blog post header images
- Infographics
- Product photos
A good meta description encourages searchers to click on your blog post or article on the Google results page, while the visual aids make the content appealing, reducing your bounce rate (an important SEO metric.)
You can also increase your web traffic by creating social media content. However, remember to link the content back to your website to bring in the traffic.
Educate Your Audience
Educating your audience is one of the most important goals of a strong content strategy. When you make relevant and informative content, you increase your audience’s trust by establishing yourself as an expert.
The modern customer doesn’t respond to obvious marketing material. They need valuable, insightful content that offers solutions.
Start by understanding your audience and their needs, interests, and concerns. You can then create informative content that resonates with them.
Some of the most effective educative content includes:
- Explainer videos and tutorials
- Informative blog posts
- Data visualization and statistics
- Infographics
Your blog is the best place to post educative content for your audience. Websites with informative blogs often have high organic web traffic and increased brand awareness. You can work with a reputable content writing firm to ensure that your content is not only factual but interesting for your visitors.
Boost Engagement
If you’re a regular social media user, you’ve probably seen a post that caught your attention immediately. It could have been the captivating visuals, intriguing heading, or interesting writing style. That’s a great example of engaging content.
With thousands of competitors fighting for your audience’s attention, your content needs to stand out and stop potential customers in their tracks and hear what you have to say. Engaging content helps you build brand awareness by creating a deep connection with your audience. It also appeals to the audience to share their opinions or feedback, which can help you improve your product or service.
The best way to boost your engagement is by posting interactive content like:
- Questionnaires
- Polls
- Quizzes
- Open-ended social media posts
Social media is the ideal platform to post engaging content due to its accessibility and ease of sharability. However, you can also post it on your website if you have high traffic.
Increase Conversions
Conversion is the final step in the sales funnel and the most important goal of any content marketing strategy. Therefore, you need to include a conversion strategy in your content plan.
If you write an insightful and interesting article and leave it at that, your audience will enjoy it and leave your site without taking any further action. Conversion-driven content gives them the little nudge they need to perform the action you need from them.
The best conversion-driven content types are:
- Customer testimonials
- Product demos
- Case studies
- A Call to action at the end of every blog, social media post, and video
You can push conversion-driven content through email marketing, social ads, and landing pages. It’s also important to work with a knowledgeable content writing team to ensure that your content is conversion-driven.
Conclusion
The right content marketing strategy can have immense benefits for your business. It can help you increase brand awareness and establish brand loyalty. Making the right marketing content can also increase customer engagement, which gives you valuable customer feedback. Above all, a good content marketing strategy will increase your conversions.
However, creating engaging, traffic- and conversion-centric content takes lots of time, research, and effort. Fortunately, Penmo is here to relieve you of that burden. We use real-life expert content writers (not AI) to create tailor-made content for your brand. You can also submit multiple projects and have them completed at once. Sign up today and explore our budget-friendly pricing!