CONTENT MARKETING: THE BREAKDOWN

Alright, so I am quite sure you have heard about content marketing. How it is so amazing and, even better, why YOUR business needs it. You have probably even seen multiple ads disturb your YouTube binging session about how they can help you grow your business to a large scale using social media marketing.  

If you are still reading this, I want to confirm to you that it is true. Content, is indeed King. If your business is not utilising content on social media as a means of marketing then you are missing out on a lot of money.

Yes. There is a catch. Not just any old video of you desperately begging viewers to ‘click the link in your bio’ is going to bring you loads of customers and even if it miraculously did, there is no guarantee those customers are going to spend lots of money. Like with any profitable scheme content marketing must be done strategically and correctly.  

Still with me? Good. I am going to outline the 3 types of content that you as a business should be utilising in order get new customers who will are far more likely to spend money on your products or services and also how much of each content you should use. 

#1 CONTENT THAT GIVES VALUE: 

We all have that one friend that only pops up or gives us a call when they need something. If you are like most people you will find this upsetting, frustrating, inconsiderate, or just plain rude … and you most likely will decline your friend’s request.  

 Well the same principal applies in business. If you want customers to gravitate towards your brand you need to give them value! You need to give them a reason to come to you by providing them with some sort of value. 

 This could be by sharing some ‘behind the scene’ content, to give your potential customers an insight into your brand and the process. This could also be sharing tips and tricks e.g. 3 Ways to Tie a Shoe lace! People are far more likely to engage with your brand if they feel as though they are getting something from you. 

In the same way you feel more comfortable asking a favour from the friend you speak and engage with the most, people are most open to exploring your brand if you engage with them often! This is why 70% of the content you produce should aimed at giving value. 

#2 CONTENT THAT HIGHLIGHTS OTHERS

People are very impressionable. If they find out somebody, they really like does not like you, there is a tendency for them not to like you either. This is why social proof should play a significant role in your content marketing strategy.  

Sharing user generated content from your followers is a really effective method for gaining social trust. People will trust you if they see that you engage with your followers regularly. Furthermore, if people see you engaging with ‘industry pals’ they are more likely to trust your brand and engage with your brand. 

 This is why artists will share videos of their listeners enjoying their music, it gives new listeners or people who are yet to engage a certain trust that your product, in this case the music, is worth it. As a brand on social media you can utilise this principal by sharing testimonials, industry news, highlights from special events that relate to your brand’s values. Within your content marketing scheme, 20% of the content should be of this style.  

#3 CONTENT TO ASK FOR ACTION 

Okay, as a business you make money when people decide to spend money on your product or service. Assuming you have implemented the two strategies detailed above concerning the content you use to market your brand, the final stage is usually a Call to Action.  

This will require your followers, who are now engaging with your content, know more about your brand and feel positively about your brand because of all the fantastic value you have provided them with, to take some form of action that should hopefully result in them spending money on your products or services.  

However, even at this point, the way in which your implement a Call to Action is crucial. Nobody likes feeling like they are being directly sold to, that’s why people detest sleazy salesmen. The best salesmen know that in order to get you to spend your money there must be a beneficial exchange.  

“Click the link in the bio to visit our online store” vs “Click the link in our bio to get an extra 10% of your first purchase from our online store!”. I am sure you see how the second example implements an action-benefit request system unlike the first.

Only 10% of the content your share should have a call to action and it is absolutely imperative that the call to action is presented in a action-benefit style. 

Get in touch with us today and find out how ONQOR can take your content marketing to the next level!