Persuasive Digital Communication That Drives Audience Action
First, use your target audience's needs and interests as the starting point and then work backwards to create your content. Create Informational/Educational Content that builds trust and ultimately drives them to take action. Content types can include your 'Brand Story', Articles that Address Sticky Issues, 'How-To' Articles, Case Studies or Success Stories, Testimonials, or Fact Sheets that demonstrate your expertise and credibiliy; Content that allows people to Interact with your company; Blogs; Podcasts; Video tutorials; Photos; InfoGraphics; Presentations; eBooks; eNewsletters; White Papers (PDF); and News Releases.
Why should I care about Content?
We're in an era where Relevent and Helpful Content converts your prospects into believers, and is a huge differentiator! Since marketing, in general, is all about driving behavior and getting your client to take action, Remarkable Content that informs and educates is the engine that draws traffic to your site! The best SEO IS great content. If you want people to convert, link to you, visit your site, and take the desired action you want, you need quality content.
Think about this --- will people buy from you because your website boasts elegant code and a slamming’ back end? Or, because of your content and how it’s presented?
A Content Strategist can help you "see" your copy and messaging in a different way, so you can make smart, strategic choices. Is your content messaging aligned with your sales execution? Can certain articles be repurposed? Can you "optimize" some content rather than rewrite it? These are questions to ask every quarter … and there's an expert for that. Besides, if you're going to spend the time and money it takes to build out content, shouldn't you be sure that it supports (and doesn't hurt) your other marketing efforts?