It’s time to sit down and think about what drives customer engagement.
Back in the days before the Internet, a customer could engage with a catalog or a print ad, an ad on the radio or television, or a beautifully designed window display. Customers now are looking for something more, and that something is information – but they want that information engagingly presented. You see, today’s consumers understand exactly how many different choices they have, but what they want is to know more about the product or service that they are considering spending their hard-earned money on. They want content, and the small business owner has to step up and provide.
From the point of view of the potential customer, content is information that they need which is presented in such a way that they begin to relate to the product and feel more confident as they approach the decision to buy. Part of the power of content marketing is the ability to convert someone who wasn’t even thinking about your product or service to someone who is further investigating and then purchasing. Whether that content is a blog post, a slideshow, a video, or a podcast, it gives the customer something more than a flashing ad and – to be honest – since almost everybody uses ad blockers, they may never see that ad anyway.
Ads Versus Content
Let’s face it, people hate pop-ups. People hate autoplay video. People hate sleazy advertising practices. People hate clickbait. Anyone who has been around the Internet for any length of time has developed an aversion to most forms of advertising – hence ad blockers, pop-up blockers, and flash blockers. Content generates more leads and costs much less than regular advertising. Additionally, content when appropriately presented does not trigger the same aversion that ads do in the viewing population. Content invites exploration and engagement. Ads have no other message or engagement than “Buy!”
Understanding the Power of Content Marketing
Content marketing has a few simple rules, but the first one is ABC – Always Be Credible. Just about every Internet user over 13 years of age understands when someone is putting them on in order to get them to buy something. Content marketing is about building relationships, and the power of content marketing is in the trust that good, informative, and engaging content instills in the customer. It builds your authority and educates the customer at the same time. Thus, the customer feels empowered when making the decision to buy.
We Can Help!
Not many small businesses can spare the time to create their own content from scratch. This is where we at 4 Step Studio can step in and help you craft content that is targeted specifically at potential customers and that also builds a relationship with your existing customer base. Whether it’s blog articles, podcast, vlogs, slideshows, or infographics, we can be your in-house digital marketing firm, without the in-house price tag. We want your content to succeed every bit as much as you do.
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