Social media, the internet, and other online tools have forever changed the way consumers make purchasing decisions.
They spend a lot of time online, doing research and consulting with their peers about different products and services. The information that they share with one another shapes their perceptions of various brands and ultimately determines the choices they make regarding whether to buy or not.
The Purpose Brand
“People buy products to accomplish something.” ~ Clayton Christensen, author of‘It’s the Purpose Brand Stupid’
The purpose of your brand’s content is to explain what that ‘something’ is.
Organizations have an opportunity to meet and engage with consumers in the online space of social media and to influence or persuade their purchasing decisions.
Content marketing provides that opportunity. It is the art of communicating with consumers without selling to them yet at the same time explaining the value proposition that your product offers (that “something”).
Assuming that you’re already engaging with consumers through your own content marketing efforts, how do you know that your content is accomplishing its purpose?
Content Marketing Checklist
- Relevance to Reader – your content must provide value in terms of offering solutions to problems that your customers are facing – when they read your content they learn something that helps them improve their lives or do their jobs better.
- Relevance to Your Brand – your content must be consistent with that niche that you want to be known for – otherwise no-one will know what your brand represents.
- Close Knowledge Gap – Remember I mentioned that people buy products to achieve ‘something’ (status, power, self-esteem, sexiness, acceptance etc). Your brand’s content must tell them exactly what that ‘something’ is. That way they know exactly what to expect when they buy your product.
- Findability – your content is no good if consumers cannot find it on the internet. You need to apply sound SEO practices (use of h1 and h2 tags, metadata that includes title, description, key words, links to related content etc) to make sure your content can be found through organic search on Google or Bing.
- Generate Business Leads – ultimately you’re doing all this to find new clients and make more money. So your content should be so compelling that it will attract new clients, retain old ones, and lead to income-generating business projects.
OK, that’s it! Does your content do all these things (and more, I hope)?