In the digital era, it becomes crucial for brands to invest in their online presence through a content strategy. The internet turns not only into a showcase for products but also into an opportunity to relate with a brand’s perspective and consciousness. People expect to see more than direct ads when they purchase some product or service. They seek a relationship beyond transactional. But how can we do that?

Content marketing emerges as a way to be engaged with the target audience while creating a brand value through relevant content. It's all about thinking like your consumers or possible consumers. I mean, it is great when our feed is full of stuff we care about, right? But with so many options among social media platforms, it gets harder to catch their attention. They choose what they consume, and therefore content needs to be interesting enough not to be skipped or forgotten.

social media

Why should you focus on your content strategy?

Content marketing follows the principles of inbound marketing, which intends to capture a person's attention subtly without being invasive or interruptive. Potential clients tend to be turned off by content that seems like a sales pitch. Nobody likes that kind of startling ad that jumps into the screen when we’re on the internet. So, brands should create content that attracts people. Like that, the relationship with the consumer goes beyond sales. Of course, every target audience is unique, so it's essential to identify what kind of content is more valuable and meaningful to yours.

content strategy
That’s why we aim to be that 40% able to do it 💜

With that in mind, a good content strategy may increase your brand awareness. Consequently, you'll build long-term relationships, which are based on how properly you can connect to your consumers. Also, good content educates the market and may turn your brand into a reliable source in its business segment. Knowing how to build your content strategy is a crucial step to optimize results.

Brand Awareness

One of the first steps to build an online presence is to increase your brand awareness, which reflects how familiar consumers are with your brand. If your audience knows your brand, it is more liable to become a top-of-mind business. Like that, people will prefer to buy from you than from a competitor they don't know anything about. This refers to the first stage of the marketing funnel when the consumer gets to know your brand and start to build a relationship as a potential buyer.

brand awareness
The more they notice you, the more you’re on their minds ✨

Thus, catching people's attention with valuable content in the platforms they are familiar with is essential. That's why developing content strategies that are aligned with how each social media algorithm work is so important. Through exciting blogs and engaging posts, your content may be recognized, liked, and shared by your fan base. Consequently, brand awareness increases, and you develop a relationship with your target audience.

Digital Media User’s Behavior

It is essential to connect with the contemporary behavior of consumers. In the digital era, people check several websites before jumping to the next stage of the purchase journey. And to be honest, it gets harder to convert leads into paying customers. You need to find which questions your customers are asking and answer them. Then you will build a meaningful relationship with them.

Every content you create is an opportunity to bring your target audience closer and to inspire them to move forward on the next steps of the marketing funnel. As you continue to build a relationship through content, some may drop off, but you will find qualified leads that become customers.

(Source: Single Grain, 2019)

With that in mind, the connection results not only because of sales. You might build a relationship that lasts longer than that, making them want to come back, turning a customer into a fan.

Delivering educational content may be a tool to help you establish your brand online as a reliable source of your business segment. This is one of the fantastic perks of infotainment. With the right information, potential consumers will be enlightened and ready to decide to buy by themselves. There are multiple formats to spread educational content. Thus you need to find out which ones fit with your purpose.

educational content
Ready to spread some educational content around the web? ✌

Post-sales engagement

Did you think it would all end when he/she buys your stuff? Nope. The right content strategy helps you maintain engagement, even after-sales. And that might be the key difference between a one-time sale and a customer for life.

Of course, there are other reasons for a buyer to keep in contact with your brand. Having a pleasant experience with customer service and with the product itself are essential factors when it comes to that. But a well-developed post-sales content strategy will also give your customers something to talk about and to share with people they know for a very long time.

Source: Zoom Info, 2019)

That way, they will know your business will benefit them in the long-term, alongside the fact that you will continuously be providing them with value. It is about keeping answering their questions, solving their problems, and being part of their lifestyle.

Summing It All Up

A brand talking about itself is boring, ineffective, and outdated. Content marketing is all about delivering value and building great relationships with your target audience. It is directly related to the way consumers behave in the digital era, in a context where the relationship with brands become part of our lives.

Developing the right content strategy may be crucial to your business. Through your online presence, you will improve your brand awareness, connect with your target audience, create post-sales engagement, and educate the market.

At Sentient Pixel, we are specialized in Content Marketing and other services, such as Influencer Marketing. You can learn more about marketing on our blog about the best organic strategies for Cannabis-related companies, which can be useful for any business. If you have any inquiries, get in touch with us! Please email info@asentientpixel.com! See you later!

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