- Posted by Digital Experts
- On May 11, 2019
- 0 Comments
If you are going to take the time and effort to create content for one of your client’s digital marketing campaigns, it makes sense to spend that time and effort creating content that’s going to generate the best results, right?
So here are some tips on three characteristics that great content has and that will result in a higher ROI on the effort you’re putting into creating the content.
It Creates Recognition and Increases Brand Awareness
Brands online and in real life, all aim to become instantly recognisable because a brand that is easily recalled is a brand that is well-positioned in the mind of a consumer. But achieving this Holy Grail can be challenging to translate online, and its downright impossible without the use of engaging content. Creating awareness is dependent on creating content that consumers will find appealing and interesting. The emotions evoked from stimulating social media content will then create a connection with the audience. Always remember this: likes on Facebook are good, but Shares on Facebook are great. Create content that people like so much that they want other people to know about it.
It Reinforces The Brand With The Audience
Once a connection has been established, your client’s leads will start to pursue their products or services. This can mean following them on social media, commenting on their posts and interacting with the brand online. It is crucial at this stage to further reinforce the brand, as it can potentially drive future sales. This reinforcement should be underpinned by firstly ensuring that the content you are creating for your client’s campaigns continues to reiterate and tell the same story throughout. Then, also make sure to diversify social media content (with current customer feedback and reviews for example). This is a great way for brands to authentically highlight the use and benefit of their offering.
It Strengthens The Relationships Built With Customers
Great content reinforces the perception of a brand with customers to hopefully persuade them into purchasing a product or service. The purchasing decision of potential customers is already prompted when they sign up for email updates, interact on communities of the brand or engage with promoted posts. Brands can utilise this stage to convert a prospect into a customer with promotional offers online but only if the message being sent is on point.
Measuring the effectiveness of all this great content and how it is doing can be simplified, by implementing the process on one platform and focusing there to start. This allows for exact monitoring and evaluation, which can determine how well the strategy worked for your client’s marketing objectives.
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