How to Get Your Content Strategy Right

June 28, 2020

Digital buyers are increasing year on year, the trend from buying on the high street to online is not going away so it is important not to ignore the change. According to Statista, in 2018, the number of people buying online around the world was a staggering 1.92 billion. If you want to take advantage of the figures then you must create unique engaging content that encourages customers through the buying cycle. Content marketing has proven to be an excellent way to boost sales and increase conversions as part of an overall marketing strategy. Not sure what this means? Then stick around and we will help you get the most out of your content strategy, today.

Finding an experienced digital marketing agency can be challenging in today’s marketplace. However, content marketing practices can be learned and if applied properly they will be extremely rewarding for your business. For example, articles on third party sites are strong SEO signals for Google and will drive traffic to your site and engage customers.  Choosing to write blogs that answer FAQ’s can help increase trust and promote the value of your company. In addition, case studies can be used as a way to prove the value of services, provide client testimonials and more. However, knowing when to use these content types is vital for effective marketing.

Buying Cycle

The purchasing journey, also known as the buying cycle is a process that every customer goes through from the moment they consider a product or service. As customers move through the stages in the cycle, the buyer can make a more informed decision as they become aware of benefits, competitors and testimonials. There are four stages in the cycle that you should be aware of:

1. Awareness
2. Interest
3. Desire
4. Action

The awareness stage is about educating your customer base, communicating your services and products. Some customers may not be aware of your company, so clearly identifying their issues and questions is key. Once you understand what information they are looking for you can set about creating content that specifically addresses their needs. Content types most appropriate at this stage would be blogs, eBooks, and PDF’s to assist them through to the next stage.

The last stage is where the customer takes action. Here, the customer is considering their alternatives and what is the most logical and financial option. Having a marketing team that can persuade the customer to purchase your product or services is vital for the business. Using appropriate content at this stage such as case studies, testimonials, trials, comparisons will be extremely effective.

Conclusion

Selecting an appropriate content strategy is key, then importantly adapt it to the buying cycle applicable to you. It is important to consider the type of customer that will best resonate with the customer at each stage of the buying journey. Some content will be more relevant for B2B or B2C sectors so adjusting the content for the right visitor will enable you to maximise results.