Content marketing is the acquisition and retention of customers through content generation.
Strategies for this vary from company to company but content marketing is now a key component of most company’s growth strategies. Gone are the days when an advert with a product image and price was all that was needed to generate a sale.
Many businesses have no engagement with the customer after they make the sale. Building engagement and loyalty is a key objective of content marketing. At Bottletop we always aim to make sure our clients are positioned as the experts in their industry, building influence, trust and brand value. Content is not just a pre-sales tool but an equally important after-sales tool. For example,
if you are an electronics retailer, you will want potential customers to find the latest device reviews (through social or google search) on your website. They are more likely then to make the purchase from you. Equally important though, you will want to build a relationship once they become a customer. Content now should be based around using the device usage, ‘how to’ guides, apps, upgrades etc which will keep the customer coming back to your brand time after time for valuable and free information. In addition it increases the opportunity to upsell and harvest customer data.
Be smart with content! Create content that will have a long shelf life. Create lists. People like lists. Create numbered lists. They prefer numbered lists. Engage Bloggers. Syndicate content through social platforms. Identify influencers. Don’t be afraid to be the influencer. Engage your customers and build trust.
A content strategy will add endless value to many aspects of your business.