In the world of content marketing, and digital marketing in general, it’s not about gimmicks. Instead, success relies on your ability to build value for your audience. Value is what drives views, clicks, and ultimately moves your audience from lead to conversion.
So how do you integrate more value into your content marketing?
Get To Know Your Audience
There are too many tools available and far too much technology aimed at the collection and analysis of big data for you to be ignoring these resources. Using big data and analyzing your current visitors along with your targeted consumers is going to help you segment your audience and gain a deeper understanding of what it is that will truly add value to their lives.
A few years ago the standard article length for most content marketing purposes was somewhere around 500 words. This length can still work well in some instances, but you also shouldn’t be afraid to go longer, particularly if the subject calls for it. When you’re introducing different information or compelling content that keeps your audience reading, longer is perfectly fine. If it takes more words to explain something clearly, don’t be afraid to go for it. The more in-depth you can go in a way that’s still actionable and easy to read, the more engaged your audience is likely to be.
Content marketing extends far beyond the parameters of blog posts and traditional channels. Videos are an excellent way to build your brand, deepen your connection with your audience, and of course deliver value to your audience. Visuals are incredibly impactful for most people, and they serve as a way to bring concepts to life. As well as engaging leads and creating conversions, a valuable video can also be used to cultivate customer loyalty and establish yourself as an authority in an industry.
Create An Online Calculator or Tool
An idea that’s becoming more popular is the creation of a signature calculator or online tool that will drive your targeted audience to your site or blog. A great example is the real estate and financial advisory sites that develop tools such as “Buy vs. Rent” calculators for home buyers, or car-related sites that offer customizable calculators to determine monthly payments.
When you’re developing digital marketing strategies that are going to be compelling and go beyond the surface to deliver value, look at creating two-way conversations. You can host regular monthly or even weekly webinars that invite your audience to get involved in the conversation and ask pertinent questions.
Infographics are increasingly becoming the go-to way for digital marketers to set themselves apart. Infographics are a simplified way to display data, and they can be attention-grabbing when compared to presenting information or numbers in a standard format. Infographics also have a higher likelihood of going viral.
If you’re a digital marketer, each of the ideas above is a great thing to add to your current strategy to up the value and appeal to your audience on a higher level.