It takes more than an excellent product or service for potential customers to become actual customers. And there’s even more work to be done if you want to nurture a first-time customer into a long-term one.
Either way, it’s about earning their business and loyalty. One of the best ways to do this is through quality content. Quality content can help you increase brand awareness and establish your business as an expert in your industry. Thus, building trust with your audience and driving them to invest in your brand.
With that being said, creating high-quality content consistently is no easy feat. So, we’ve put together a solid list of tips below to help you develop quality content. But first, let’s take a deeper look at why quality content is so powerful.
How do people learn about your brand and keep up with it? Through content, of course.
Whether it’s a social media post, case study, video, infographic, podcast episode, or blog post, current and potential customers engage with your brand through content. Even if someone first heard about your business from a friend, it’s almost guaranteed they’re going to go online and learn more about what you have to offer through a piece of content.
Prospective customers aren’t likely to invest in your brand, let alone be loyal to it, if their experience of your content is sub-par. Content is a massive part of a customer’s experience with a brand especially when we talk about the content strategy for an e-commerce website. This is because customers interact with content in some fashion in each stage of the buyer’s journey and for a successful marketing strategy, you need to understand, track and analyze your customer journey.
All it takes is one piece of low-quality content to dissuade them from completing a purchase and becoming loyal customers.
The better your content and the more consistent you are with publishing it, the better your brand reputation. As a result, people will start to mention your brand when talking about the top in your industry.
Ultimately, meaningful content helps garner more positive attention to your brand, bettering its reputation and strengthening its image. And when your customers love you, they’re likely to stay loyal, and that, in turn, helps you attain your overall business goals including lead generation through content marketing.
With a deeper understanding of how effective quality content can be, the next step is creating it. Below are some tangible tips for doing that.
Creating meaningful content is easier said than done. However, if you’re committed, patient, and allow the following tips to lead your efforts, you’ll be well on your way to creating meaningful content that earns loyal customers and increases brand awareness.
Branding is one of the core aspects of successful marketing, along with finding your audience, knowing them inside and out, leveraging your digital presence, data analytics, and building strong internal and external relationships.
A unique brand image and distinct brand voice are crucial for your content because it makes it easier for customers to associate the content you create with your business and brand.
When your customers encounter a piece of content from you, they should know it by the tone, messaging, structure, and so forth that you use because it’s consistent across everything you produce.
When you’re confident, your brand image and voice are where they need to be, move forward with assembling a content dream team.
Assembling a content dream team is hugely beneficial when developing quality content that earns customers and increases brand awareness. Creating meaningful content can be a one-person job, but having a group of individuals that specialize in some aspect of content creation can increase efficiency and help you develop the best content possible for your customers.
You could start with hiring a content marketing specialist. A content marketing specialist can assist you with:
Additionally, each team member must be on board with deepening their knowledge about your customers.
When creating content, it should always be about what customers want and what they deem as quality. Unfortunately, many marketers make the mistake of creating content that they like rather than content that their audience will like.
Deepening what you know about your customers will help you create the type of content that they will see as high-quality, practical, and relevant. You can use data analytics tools to collect customer data that is extremely helpful in creating quality content, such as:
With all of this research under your belt, it’s time to start drafting content, but be sure to familiarize yourself with the principles of good writing first.
The foundation of quality content is the principles of good writing. So, when your content is well-written, free of grammatical mistakes, doesn’t include fluff, uses clear language, and concludes with an appropriate call-to-action, it’s on the playing field of good writing.
You’ll also want to learn as much as you can about the role of Search Engine Optimization (SEO) in good writing. Quality content is fully optimized for search engines with:
Additionally, creating relevant and timely content can help boost your SEO efforts and get you closer to your overall goal of producing quality content.
Quality content is relevant and timely. Meaning relevant to your customers and delivered to them in the right format at the right time. Without focusing on creating relevant and timely content, your pieces will always come up short on the quality standard.
Whether you’re creating evergreen content, updating old content, or writing about something in real-time, ensure it’s relevant to your customers’ needs, wants, and expectations, as well as delivered to them at a good time.
When you get to the finish line with your pieces of content, optimize your use of them by repurposing them for different platforms.
One piece of quality content can go a long way when building brand awareness and attracting loyal customers if you can repurpose it effectively. Repurposing content simply means transforming a piece of content for different use.
For instance, you could take a social media series and transform those posts into emails for a new email marketing campaign. Or take blog posts from the website and make them into short videos for the Youtube channel. Repurposing content allows you to drive traffic to your website and other distribution channels as well.
Once you publish your quality content, ensure you’re tracking its performance through data analytics tools.
Data analytics is no longer a luxury but a requirement if you want to develop quality content. Data analytics tools allow you to track the performance of all of your content. You can collect vast amounts of data, analyze it thoroughly, and gather insights that lead to adjustments that improve your content and engagement.
It’s best to explore the different data analytics tools out there before making a final decision. Ensure that the tools you choose are easy to navigate, collect data efficiently, and give valuable insights that lead to tangible improvement plans.
You can learn a lot about your content through data analytics, but you can learn just as much about its performance through customer feedback.
If you want to know what your customers deem as quality content, ask them. Collecting and analyzing customer feedback is one of the best ways to improve their experience with your content and brand overall.
Make it easy for people to give you feedback on your content. This could look like this:
Lastly, no matter what, focus on a personal connection in your content.
Mind-blowing statistics are remarkable. Content structure and organization are tremendous. Good writing is non-negotiable, among other things. But even with all of this, if your customers can’t connect with your content emotionally, they won’t engage with it.
Humanize your content by focusing on achieving a personal connection with your customers. For example, if you’re writing a blog post about a new product, tell a story about how someone overcame a massive challenge with your new product. A tale of triumph is an excellent way to tug at a reader’s heartstrings and encourage them to put themselves in the same shoes as the person in the story.
Ultimately, your content will resonate better with your potential and current customers when you focus on achieving an emotional connection with them through your messaging and presentation.
Don’t fall into the trap of putting quantity over quality when it comes to your content. Churning out lots of low-quality content is more harmful to your brand than producing a few quality pieces of content every month. Subpar content will turn your customers off faster than taking your time to put out quality content that they can actually use.
So, put your effort into developing quality content to show your customers that you appreciate their loyalty and are committed to creating a brand that they can trust and depend on for years to come.
Aqsa Mughees works as a Content Lead at Mailmunch with 5+ years of experience in creative content strategy. With a grip in digital content creation for the tech industry and an undying love for writing, she is crazy about helping businesses grow through content marketing.