Between March and April of this year, the e-commerce industry grew as much as in the last ten years. As consumers become accustomed to searching for and buying products online, content marketing has also grown rapidly in importance.
Although content marketing covers a wide area, it is an essential part of online customer service in today's world. Successful content marketing will engage consumers and make them read or watch more. While this can be achieved in many ways depending on your industry, it will require a high quality product and a lot of thinking.
Producing information content focused on answering customer questions will demonstrate your organization's expertise in the industry and help develop a sense of trust. More customizable content can help build an emotional connection with your brand. This can be achieved by telling stories focused on the customer experiences or content demonstrating the value of your organization (not just pure PR).
Before planning a campaign, it's important to understand the difference between content marketing and advertising. Content authors aim to produce organic traffic, attract customers to the brand through the value of the content itself, and build brand awareness in the process. In contrast, copywriters strive for immediate sales through advertising. To be successful, content marketing must be unique and offer some value to the person consuming it.
Long-term added value of content marketing
For many entrepreneurs, the value of content marketing is not immediately apparent. It's an understandable view: the goal of content is not to produce instant sales the way advertising does. With more and more businesses operating remotely, connecting with consumers will be almost impossible for businesses that are not evolving to meet the new climate. As more and more brands compete for online attention, it is difficult to build and maintain customer loyalty.
This is where content marketing comes into play. Producing valuable content can in itself be a form of customer service that builds a sense of confidence in your business.
Examples of excellent content marketing include answering your customer's most frequently asked questions, sharing expertise, or gaining insight into how your company works in video or blogging. They build an emotional connection between the customer and your business and at the same time act as customer service.
Content marketing has exploded over the last few years for good reason. The world's largest brands understand its effectiveness in raising awareness and contact with consumers. While the methods you choose will depend on your business goals, the basics of content marketing remain the same. The production of high-quality content that organically attracts consumers will always prove successful.
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