We all will remember 2020 for its extraordinary challenges, probably as long as we live. Businesses big and small faced tough times and significant losses. The challenges of the pandemic combined with a lack of proper planning contributed to a global economic depression. Nobody could predict businesses would shut down and operation would either have to be shifted online or paused for months.
2020 taught us some important lessons, such as the need to always have a plan B, the relevance of online shopping platforms for business of all kinds, and the importance of digital infrastructure such as safe and reliable online payment systems. Content marketing has been popular for several years now, but it has not been consistently implemented across the board. Now, when still don’t know how long it will take to completely get back to normal, we need to plan this year differently. In this context, content marketing is more relevant than ever and is one of the best ways to promote your business and build revenue.
Build trust in your brand
In general, consumers favoured in-person purchases over virtual shopping before the COVID-19 pandemic. For this reason, a significant percentage of consumers are hesitant while shopping online because they aren’t yet comfortable with the process and they may be afraid of getting the wrong product or even being scammed.
In this context, quality content can make your customer comfortable and more likely to trust your brand. This trust will also help you to build a long-lasting relationship with your customers and potential customers.
COVID-19 made online shopping a must
The pandemic has put in-person shopping out of reach for many people, so as a replacement they have temporarily shifted to online shopping. This has turned into a golden opportunity for brands to produce quality content because if consumers develop trust in the business and their products, they will continue to buy these products online even after the pandemic is over.
Additionally, because customers have shifted online, they are looking for more information about brands and products to before making purchasing decisions. Therefore, investing in content marketing will help you to attract more site visitors and convert more visitors into sales.
Content market is not product marketing
Marketing alone does not generate optimal results: your customers will find plenty of alternatives online so you need to ensure your product stands out to beat the competition. Product marketing only deals with the marketing of one product. Consumers these days are increasingly cynical about advertising and marketing materials, and are skeptical about the claims you may make about your products in your web copy or advertising.
This is where content marketing comes in: engaging and interesting content that demonstrates all features of the product and why they are beneficial will convince your customers to make a purchase.
What type of content should you produce?
Every brand has different content needs. Every product has a different target audience, so it is important to make sure that the content is will help you to reach the right audience, and be interesting and engaging for that audience. If the content will not engage your target audience of ideal customers, then it is essentially useless.
It is also important to keep content fresh: content should also be updated in order to stay relevant in today’s competitive market. Post new and relevant content regulary will allow you to continually engage with your audience.
2021 is the best opportunity to stand out
This year will be your big opportunity to make your brand stand out in the digital world. The online world is full of small companies and large brands, so it is your content that will show how interesting and unique your brand is.
As the world recovers from the COVID-19 pandemic and its economic slump, consumers will be exploring new brands and products, and content is your ticket to unlock this new business. Content marketing will not only help capture the attention of your potential customers through organic links and social media shares, but it can also boost your site’s SEO.
Build healthy relationships with your customers
Content marketing is also an excellent way to attract long-lasting customers. The relationship of any brand with its customers is based on trust and that is why providing them engaging and authoritative content is the foundation for lasting and loyal relationships with your customers.
Everything takes time
You need to be patient once you invest in content production. With time, a strong content marketing strategy will deliver results, but you won’t see these straight away. This is a long-term strategy and you need to keep monitoring your progress from and regularly update your content to get results. But most important, you need to stick with it and be patient — your investment will pay off in the long run!