Digital and online media has changed how today's consumer interacts with brands and businesses. Most businesses are struggling with how to stand apart from their competitors. The goal is to communicate and reach their target prospects and customers. Great content could potentially convert a shopper into a buyer and set YOUR business apart from the others. Engaging content can also help shape a brand into becoming a credible source of industry relevant information. Due to the adaptation of interactive technologies, today's consumers have a huge appetite for good information. They are spending more time online and doing research more than ever! Good information will help a consumer make a better buying decision, but they DON'T want to be given the "hard sell." Learning about a business through content is more affective than traditional advertising.
Let's also not forget that CONTENT is KING when it comes to Search Engines. "Google it!" Search engines are constantly updating algorithms they use to crawl the web to provide better, quality results during a search. So, better content will help your SEO rankings! Content creation (or content marketing) can help a business achieve their objectives and needs to be a part of an overall communication strategy. Not only will creative content build customer relationships and showcase your subject matter expertise, but also it will drive traffic to your website and social platforms,
At Ganic Group, we help create the framework for your Content Creation strategy by outlining the following:
Planning - define the objectives your business needs to achieve and then figure out what role will the content play in meeting those goals. How will the content complement other activities like sales, service advertising, promotions, etc.
Target Demo - do you have one audience or several different audiences we are trying to reach? Where is the connection between what they need and what you can provide?
Content Development - have a clear, concise message, what are you trying to say? Create a tone to the messaging that reflects the expertise and values of your business. The content needs to be optimized for Search Engines, target audience and your business goals.
Go Time - where will the content be published? How often will you post to each platform? How will the platforms be connected to each other? A regular schedule of posting will establish a familiarity with your target audience.
Tracking Results - Ensure you are regularly checking the website traffic analytics and search engine rankings, number of followers/likes/shares/comments, and attributing the increase in activity to new sales/leads coming in. Analytics will be very valuable as we learn, shape and improve the overall strategy.