Content is king. The first rule ever new marketer learn on their first day on the job is to create content. Content is the modern-day currency of online businesses. As a result, it’s not uncommon to develop a long-term content strategy as a way to support your growth plan. However, it is unclear where the idea comes from that content drives growth, and therefore profits and sales.
Indeed, content creation serves a primary purpose which is to share information with your audience group. Keeping your customers in the loop is beneficial to your brand reputation. Ultimately, your audience wants to know about your new offers, your latest news, and how it will affect their order or interactions with you. It is fair to say that failure to keep your customers informed could harm your sales, aka people will be less likely to buy from you again. But does it mean that the reverse is correct and that created content can also be linked to an increase in sales? There is no straightforward answer. While, on the one hand, additional content pieces have a positive influence on your brand positioning, it isn’t clear how additional information links to transactions.
If you’re in the process of planning a large-scale content marketing strategy, you might need this urgent wake-up call: Content doesn’t drive sales. Here’s why:
Your blog is your SEO companion
Without adequate search engine optimisation, your website is unlikely to thrive online. Indeed, creating dedicated content is the best and safest way to improve your organic rankings. It’s no secret: Generating new blog articles can help you to focus on relevant keywords to capture search terms. The most effective articles target long-tail keywords alongside with generic terms to boost rankings. Ideally, your article needs to answer your audience’s questions and needs, which makes them more likely to appear in the search results pages. As a result, content can directly be linked to reaching out to new visitors who may not have known your brand before.
Your ability to analyse suitable keyword trends and use them as part of your content creation process helps to keep your site updated and relevant to your audience. As a result, you can expect search engines such as Google and Bing to index your content as a priority, helping you to maintain your organic position for longer.
Additionally, viral pieces can dramatically transform your reputation. You can not only establish a trust relationship with your regular readers but also use your expertise to stand out in the market. In short, quality content is tightly connected to organic benefits, both in terms of SEO position and web traffic. However, how do SEO rankings relate to transactions?
But ecommerce customers don’t care about content
Your content strategy is only effective as long as it drives visitors to your website. However, online shoppers have an odd relationship with their favourite brands. Over half of consumers prefer to use an ecommerce app than using a brand’s website. The app streamlines their experience by removing the need to sign in and set up an account on the site, which makes it easier and quicker for shoppers to get to the transaction step. But, more importantly, app development services such as https://www.intellectsoft.net/services are the first to inform brands about the reduced functionality of the programme. Ultimately, ecommerce apps support the shopping process, but they don’t value your content. In fact, most buyers who interact solely through an app are unlikely to know about your blog, let alone read it.
Content drives sales, but it isn’t yours
Is it to say that content generation can’t trigger conversions? Of course not! However, marketers have found that the most valuable content campaign doesn’t happen on the website. Indeed, influencer marketing campaigns, aka working with social media profiles who have a high volume of followers, can significantly boost your brand awareness and sales, https://blog.hootsuite.com/influencer-marketing/.
In essence, social media influencers are social content creators who can build promotional content for the brands they endorse. According to a survey, 34% of American daily Instagram users buy something that was recommended by an influencer. Facebook is the second most effective channel for influencers, with almost 25% of regular users resorting to purchases on the advice of an influencer. In short, the content has the potential to drive sales. However, your brand content doesn’t play any role in the process.
Content loyalty doesn’t equal purchase
Loyalty is one of the preferred marketing metrics. Customer loyalty is typically measured in terms of returning customers, which, from a company’s perspective, means higher retention rate. However, according to research from Kantar Retail, over 70% of customers question loyalty incentive-programmes. Discounted offers on your newsletter, accompanied by a handful of blog articles, don’t appeal anymore. Indeed, in a digital-based market, people don’t buy from a brand because they are familiar with it, but because it is relevant to their needs. Purposefulness comparison plays a big role in the decision process. More to the point, content generation as we know it now, as part of a customer retention strategy doesn’t affect conversions. Indeed, emailing campaigns and newsletters designed to keep customers interested and engaged with the brand fail to turn readers into buyers.
Why do you think your content makes your product appealing?
Ultimately, companies need to establish a clear connection between their products and their content. While your content evolves all the time, you probably can’t say the same about your product offering. The real question businesses need to address is: how appealing is your product? Indeed, customers have become more conscious about the sustainability, value, purpose and fairness of online shops. Their needs and expectations have shifted. However, many companies are still failing to follow the trend. It’s fair to say that you can’t just create appealing content and hope for the best. Your products need to tackle new demands, even more than your content strategy. Ultimately, customers are too savvy to be fooled by words only. They expect companies to do more than talk the talk.
Does great content mean great sales?
Well, not exactly. While your business needs quality content, words only don’t attract buyers. Marketers need to set realistic goals about content generation strategies to avoid disappointment and negative ROI.
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