Publishing and distributing the right content over vibrant online spaces and platforms not only set a website apart but also captures the audience’s attention by delivering the right message into their hearts and minds. Moreover, good content also helps you earn the loyalty and trust of the customers with great ease. A Content Marketing Institute survey of 1,100 marketers in 2010 revealed that 36% of the marketers face the issue of producing engaging content. A possible way to address this problem is by properly leveraging the content marketing strategy.
Leveraging content means using a variety of content in different ways so that it produces the maximum return on investment. But, generating the right content is not enough. You need to distribute it in new and interactive ways, and on effective platforms and channels, so that the content stays in motion and reaches the right audience. To make your task simpler, Penguin Apps Builder has come up with the most effective tools that will prove beneficial for you in leveraging the potential of your content:
1. Visual Content
Pairing images with content may engage the audience more to explore it further than just words alone. People respond more positively to visual elements than mere words. Making appropriate videos for content will attract more people to a website’s content and the chance of it going viral would be higher.
One of the first things that you need to keep in mind while adding videos to content is that the videos should not be too short so that the customer can easily understand the content as well as the product. On the other hand, the videos shouldn’t be so long that the customer gets bored. Live broadcasting is also one of the popular options nowadays.
2. Social Media
Social media frustrates a lot of business owners because it can be hard for beginners to build an audience. This frustration is actually the key to a solution. A smart social media blog post with internal links can transform a follower into a potential customer. The company must make sure that the content isn’t offensive, doesn’t hurt someone’s sentiments or belittle a person or topic. However, the right use of social media to put quality content out there can enhance a company’s reputation and sales exponentially.
For example, Wendy’s (a fast-food chain) had its popularity blown out of the roof when it made fun of people in a light way through Twitter. This, in turn, attracted people to the chain and its products, thus increasing its sales.
3. A Buy Now Button
When any online company publishes their content, they should have a “buy now button”, so that the customer is redirected to the payment gateway, before the customer can go to another company’s similar product.
Let’s say, the customer is browsing through restaurants on a food delivery app, customer should be able to place an order through the app itself, rather than having to call and place an order. If the restaurant follows the latter approach, it is quite possible that the customer might order through another app or restaurant.
4. Targeting the Right Audience
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter F. Drucker
While marketing a product, the content should be written according to the mindset of the audience, the product is targeted at. The content should encase all the details of the products and present it in such a way that the target audience can relate to it and understand the need for the product in their lives, therefore feeling compelled to buy it.
While leveraging the content, the company needs to be flexible as different people may have different reactions to the company’s products. Positive feedback should be built upon and negative feedback should be improved upon to make your content a big hit.