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You are proud of your business. You worked damned hard for a great many years to build it up from nothing. You love your customers and value each and every one who alights on your website or walks through the doors of your physical premises. You also appreciate that if you’re to continue to enjoy their loyalty you can’t just expect them to keep coming to you. You need to extend a hand to them. You need to offer them something for nothing. You need to lift the curtain and let them take a peek behind. You need to take steps to forge a meaningful bond with them that will result in years of happy trading. That’s where content marketing steps in. Content marketing can not only strengthen the relationship your customers have with your brand, it can help you to create a brand identity that attracts legions of new clientele, strengthening and promoting your brand.
Yet, despite the power of content marketing, many entrepreneurs think only of blogging when it comes to using content to engage your audience. While your blog is certainly an important string to the bow of your brand, it is hardly the be all and end all.
Here are some other essential aspects of content marketing which should be incorporated into your strategy…
In an age where most of us consume digital content through mobile devices, in short bursts and on the go, long form written content may not be the best platform to reach busy customers. Video content, however, is quick and easy to digest and can make a huge impression. Given that video will account for 81% of online traffic by 2021 it’s a growth medium that you need to get familiar with. If you’re not using it, there’s a good chance your competitors are.
Email newsletters are a tried and true method of not only keeping regular customers abreast of what’s going on with your business, it’s also a great means of building a sense of exclusivity. Thus, forking out for the best email marketing software is a worthy investment. You can alert your faithful customers to special offers and promotions as well as delivering targeted content and promotions designed specifically for them. Be warned, however, this is only effective for customers who opt in. You’ll need to tread lightly when it comes to staying on the right side of anti-spam laws.
Tweets and social media posts
Brevity is the soul of wit, and if you master it, you can concoct some devastatingly effective Twitter campaigns. See what you can learn from some of last year’s most successful campaigns. Remember also that a picture is worth a thousand words, and creating engaging content on Instagram is a great way to build a relationship with visually oriented customers.
Tips and tutorials
Finally, perhaps the best free gift you can give your customers is knowledge. Give them tips or tutorials that can help them to overcome the hurdles they face regularly and they will trust in your authority. It’s also a great way of illustrating real life ways in which your product can benefit them or even highlight unorthodox uses for your product.