Digital marketing is clearly on the rise, with marketers investing more of their budget on related projects. As such, it’s tempting to jump on the bandwagon and transform your business. However, there are pertinent things to take note of before fully committing to content marketing, and one of these is relevance.
How does content relevance affect marketing?
When you create irrelevant content, it can negatively impact marketing effectiveness and performance and your business as a whole. Having irrelevant digital marketing content drives up content creation costs and reduces sales by half.
It can also make decision-making more complicated while lowering the chances of making the selection shortlist. Tools like white papers, informative videos, and podcasts are considered too trite or unnecessarily lengthy by potential buyers. It leads to mediocre returns of profits from content marketing investments.
How do you develop relevance?
Fortunately, there are surefire ways to develop relevance, leading to your business achieving concrete results and being a step above the competition. Content marketing programs that have a broad scope and are more substantial are sure to be more attractive. We measured success through the amount of content delivered within a specific frame of time in the past. As the number of items increases, older collateral gets lost.
Buyers ultimately get lost through the mass of content, which negatively influences their buying decisions greatly. Quantity does not always equate to quality. You can address this by determining which new content can substitute unnecessary ones. Help navigate buyers through the process by presenting the right pieces of content, as shown in how marketers map content development through the buying cycle.
How can you create better content?
Shift to more personalized content by targeting the profiles of buyers through research. Consider age, location, gender, affiliations, buying habits, and even pain points. Furthermore, studies have shown that buyers find more concise and shorter content more encouraging. Most white papers are composed of 10 or more pages when the ideal length is seven pages.
Also, some multimedia materials have unnecessary elements, which can cause you to lose potential buyers because not all of them have the luxury of going through all of your content. The best solution is to cut material to its most significant aspects while still containing all the relevant information. Simply put, stick to buyers’ expectations regarding the number of pages or the timespan of videos.
One glaring problem in digital marketing today is that content merely highlights a product’s features and functions. However, buyers value cost-effectiveness, so a product’s business value and ability to produce results become more important.
They also feel more prioritized when businesses consider buyer issues and outcomes in creating content and are more inclined towards solutions that can reduce costs, drive revenue, or deliver other tangible value. You can do this by analyzing the buying cycle and offering adjustments to buyers. Early on, help buyers identify and prioritize issues to address while quantifying the cost of stabilizing the current status quo.
After securing relevance for your content, many other questions may come into mind regarding the content you produce. How do I drive organic traffic for my content? How can I translate this modified content as optimal as possible on social media? What are other essential aspects of content marketing am I overlooking?
We Believe That has all your answers and more. We are a digital marketing agency in Montreal, helping small businesses and individuals to grow exponentially through content marketing, SEO, and much more. Get in touch with us today for more information!