Featured on Strait Times in 2013, Reed is a battle-tested digital marketing consultant who has years of experiences in lead generation, search engine optimisation and digital advertising. He enjoys culinary and occasionally prepares meals for friends and family.
September 26, 2021
Using content marketing is a great way to bait consumers into learning our products and services.
Give a man a fish, you feed him for a day.
Teach a man to fish, he will come back to your website to buy hooks, baits and fishing rods for life.
Consumers love to be educated, especially on the products or services they are intending to buy.
However, they are sick and tired of watching salesy, disruptive ads.
They want original content that is educational on the topic of the product, not the brand itself.
How do we know what kind of content we should produce for our customers?
Speak to On-Ground Sales or Customer Service Personnel
While the marketing team is responsible for content marketing strategies for the brand, it is often the on-ground sales team or the customer service team who knows better.
They know what consumers need exactly especially when they are the ones who are interacting with them directly.
On top of that, on-ground personnel have great in-depth knowledge that goes far beyond the specifications in the product brochure.
Find out from them what common questions customers usually ask and build your content around their expertise.
Summarize Knowledge into Digestable Content
A recent study found that the average human attention span has fallen from 12 seconds in 2000 to merely 8 seconds today.
You may need to summarize and break down the content into digestable parts so consumers can consume them easily within a short time.
By producing these content in form of blog posts on your website, you are positioning your brand as the field expert in your industry.
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A Network of Content
We highly recommend you to share these content on various social media and other external platforms.
By doing that, you are directing traffic back to your website which is also known as off-page SEO implementation.
If your website is properly SEO optimised, you will be generating organic traffic from search engine with time.
What do you think? Share with us your thoughts in the comment section below.