Previously, a sizeable portion of marketing revolved around putting out tradition advertising. However, in recent years, the advertising game has transitioned into a much more sophisticated machine and with good reason – consumers are wanting to become knowledgeable about things they pay for and are looking for brands that they can trust. This is why you should be educating your buyers with content and building trust with them.
Content marketing is a strategy that speaks directly to this. It is the act of engaging consumers with useful or entertaining content to drive action. You need to educate your buyers with content that is going to resonate with them. For example, if you are selling CrossFit equipment, you should run a blog that delves into CrossFit topics.
By churning out relevant content to your audience, you will encourage them to return to your blog or website. This will also increase the chances of them coming across a product that they may want to purchase and also position your brand as someone they trust.
This will assist you with increasing brand advocacy and brand visibility. If your content is appropriate for them, it will encourage audience members to share it on social platforms which intensifies your brand’s reach, immensely.
Educating buyers with content will also align your brand as a thought leader if you produce content that appeals to and educates them. This gives your brand credibility and encourages buyers to purchase your product or service.
Another important reason for educating buyers with content is it helps your brand connect with your audience. If a consumer has a connection with a brand, he or she will be more likely to be coaxed to make a purchase. According to writer Joe Pulizzi, “Our content must be based on fulfilling our customers’ needs and interests, so that they come to build a trusted and emotional connection with our brands.”
The role of content in relation to consumers has changed immensely. Consumers want to feel like they are benefitting from a relationship with a brand. Educating your buyers with content can potentially see an increase in sales for you, if you have the right content strategy and, more importantly, the right content.