Content is king for any business that aims to stay ahead of the competition. But the days of content existing simply to share information have gone. Today, it’s the cornerstone of effective marketing strategies, driving engagement, building brand loyalty, and fueling business growth. To understand why content marketing is the digital world’s new currency, we’ve created this piece of content – a blog featuring everything you need to know about how you can use this powerful tool to take your business to the next level.
The power of storytelling
“The digital world is noisy, and the only thing that cuts through is a really good story”, says Conan Green, Digital Content Specialist at Pixeld. He continues, saying “We engage with stories more effectively than we do with straightforward information. So, when it comes to the way a business communicates, stories are a more effective approach to getting your message across in a memorable way. Content is the vehicle that delivers these stories. Through storytelling, brands can humanise themselves, creating emotional connections that extend way beyond just selling products. This emotional resonance is what makes content invaluable, because it not only attracts customers but also retains them by making them feel understood, valued and part of something bigger.”
How content builds trust and credibility
But content doesn’t just grab attention. When consistent, it’s the best way to build a connection with your customers, slowly establishing the most important asset a brand can have – their customer’s trust. As we all know, trust is the foundation of any relationship, and content is the bridge that builds this trust between customer and brand.
By serving up valuable, consistent, and insightful content, brands can establish themselves as authorities in their field and as trustworthy sources of information or solutions in the minds of their audience. Trustworthiness is everything because it heavily influences purchase decisions, as consumers are much more likely to buy from brands they trust.
Content creates a two-way conversation
We’ve established that content grabs attention and builds trust, but that’s just the beginning. Effectively crafted content exists to begin, and maintain, an ongoing relationship with the audience. This means that at some point, they’ll feel comfortable enough to interact with your business. Engaging content prompts these interactions. The goal is to consistently publish content designed to drive engagement through solving an issue or offering value to your audience. That way, you encourage an ongoing, two-way conversation, and buying your product becomes the natural next step in the conversation you’re having with them.
Content personalises the user’s experience
People experience information overload every day. So how do you connect with them, when everyone’s trying to do the same thing through their own content? “Real connections are made when you serve someone content that feels personalised to them, and their situation. Personalised content cuts through the clutter and makes your audience feel seen, heard and understood”, says Conan. “By leveraging data and insights about their customers, brands can create targeted content that speaks directly to individual preferences and behaviours – meeting a potential lead exactly where they are in the buyer’s journey.”
Content maximises your SEO and organic reach
Strategically created content is also rocket fuel for search engine optimisation (SEO). By optimising your content with the right keywords and addressing the audience’s search intent, you’ll boost your visibility on search engine results pages, driving organic traffic to your site and reducing your reliance on paid advertising. There are several tools available to help you establish what keywords you should be using and which ones to add once you’ve increased your ranking on the first ones.
Content drives the buyer’s journey
Let’s step back for a second, and look at how content drives every stage of the buyer’s journey, from awareness to consideration to decision. When approached strategically, content can be created to educate, nurture, and transform your target market from neutral prospects into happy customers. This is where it’s best to seek the assistance of an expert, who will create content designed for each stage of the buyer’s journey so that you can serve it to your audience at the appropriate time. For example – Blog posts and infographics can be used to raise awareness of your business, while eBooks and case studies can help in the consideration phase, and finally testimonials and product demos drive that last decision to purchase.
“The trick is to perfectly align your content with the buyer’s journey, so you can guide prospects through the sales funnel, addressing their needs and concerns at each stage. Good content will then keep them engaged, driving repeat sales and brand loyalty”, says Conan.
Simply smarter content
Content truly is the currency that grabs attention, drives engagement, builds trust, and pushes an audience closer to that ‘buy now’ button. “The key lies in the quality of the content, and how well it is designed to guide someone down the sales funnel from a specific point. That’s why investing in high-quality content is not just a marketing strategy, it’s a fundamental necessity for thriving in business today,” concludes Conan.
As experts in content creation, brand strategy and SEO, Pixeld has partnererd with countless businesses to map out a strategy and create content that builds deep, trustworthy connections with their audience, drives them towards brand advocacy, repeat purchase and positive word of mouth. So get in touch with a member of our team today and see how Pixeld can make your content work harder for you.
