The one thing any content marketing agency in Toronto or elsewhere will tell you is that content does not matter without context. When it comes to online marketing, many businesses focus on creating effective, high-quality content. While this is important, few businesses truly understand that for content to be truly effective, it must have a purpose. Content, no matter how good it is, without a purpose or a measurable objective will not do your business any good. Content marketing goals can both help you guide the creation of your content and judge whether it is a success. For the content that you create, you should have a goal towards which it is aimed. There should be an underlying strategy into which all of your content fits. There are many types of content marketing objectives you can use. Here are four that can help guide your content.
Create a Rapport
The easiest content marketing goal is also one that is often overlooked. By creating good content that has a real value for readers—such as content that helps them with tasks or gives them advice—you can begin to build trust and establish a good reputation. While this strategy isn’t meant to immediately turn people into paying customers, it can help boost conversion rates in the long term. People will be more likely to turn to your company when they need to make a purchase.
Attract New Customers
If you really want to build up your customer base, then your content should be geared towards attracting new customers. Content created for this goal should be suited for social media, where it can be easily shared, spread, and posted across multiple platforms. With this objective, you want to aim for your content to go “viral” and thus be seen by as many people as possible. Content marketing aimed only at Toronto or other select locales is not as effective for this goal—you need to attempt a global reach.
Certain types of businesses may have to deal with a level of customer resistance. For instance, if your industry has had a recent controversy, potential customers might have some trepidation about using your company. Likewise, some industries—like law or emergency disaster restoration—will always have customers that balk at the high costs associated with them. If customer resistance is an issue, then your content should be geared towards overcoming people’s reluctance and solving their problems. Content should focus on what your company can do for others.
Improve Customer Retention
Customer retention is one of the most effective ways to boost your company’s profits, and content geared towards customer retention is very different than content intended to attract new customers. To achieve this goal, content should be personable and seek to create a sense of kinship with you existing customers. You should focus on content that lets your customers know how much their patronage is appreciated and that also adds value to their life.
Numero Uno Web Solutions is a provider of search engine optimization (SEO) solutions to startup and small companies from all industries and fields. We stay on the pulse of industry changes and adapt our practices to produce quality SEO and content marketing plans to fuel the growth of businesses across communities. Contact us to learn more about content marketing in Toronto and how we can help improve your search profile.