Content: Key to conversion

“Content is king” is not just a cliche saying which have been doing the rounds for almost 3 decades now. It is valid and valuable when comes to marketing. Content is the sweet spot since they help to identify and engage the users. Other than engaging, user appreciates the extra help and information. It develops a relationship between the user and the provider by making them a regular visitor for the content.

A website with quirky language, interesting facts, engaging blogs, etc will surely be loved more by the user when compared to a boring website directly selling out their products/services.
Here are the benefits of why content marketing is important :

• • Brand reputation: By posting content online, a brand brings forward both its ideology and idea. It gradually creates a positive image of the brand in the readers. The readers start trusting the brand. For example, a makeup brand claiming they don’t test their products on animals. Along with that, they publish articles about saving animals, etc. This will mean direct inclination of the audience thinking the brand values life and loves animals.
    Content shows the matter, that matters. It highly works in favor of the brand.
    
  • Call to action: A lot of times, call to action button is included in the articles. This is helpful as it is a chance to direct conversions. For example, an article ‘Accessories to own in Summer 2019’ is published. It has product pictures along with the links to buy them. This will tempt the reader to click and buy in the middle of reading.
    
  • Engagement: People spend a lot of time randomly scrolling on the internet, you might as well make good use of. Engage the reader by publishing quality content. This will tempt them to keep coming back to the website for more information.
    Plus, people like to read about the brand they like, to get to know their background, their ideologies. It makes them feel a part of it.
    
  • Friends with SEO: Search engines love valuable content. If relevant content is posted at the right frequency and required keywords, search engines rank them higher, resulting in increases the chances of reaching out to the target audience.
    
    
  • Target the audience: Content gives you the opportunity to sharply define the purpose of the brand. This helps in the identification of relevant audience so that the brand doesn’t waste its time and resources in reaching out to the people who are not their prospective customers.
    
  • Third-party influence: It’s the era of bloggers and influencers. If a credible person shares and agrees with the information and ideas of your brand, they will tend to share it online. Many brands come into highlight when any of their posts are shared by a social influencer on social media.
    For example, in an episode of Koffee With Karan, Janhvi Kapoor mentioned Zomato in her conversation on National TV. In return, Zomato tweeted: “Marketing money saved for the week. Thank you Janhvi Kapoor.”

The success of the brand highly depends on its relationship with its customers and readers. Hence, it is important to strengthen it from time to time. The content, which plays an important role in the customer and brand relationship, should not stop once conversions are done. It’s a cycle which has to be in continuation. This is what sets your brand apart from its competitors.

Make sure to answer all the ‘Whys and Hows’ in the content you publish to make it relevant for the reader. It can be generic or specific, depending on the goal.
Make it a point to measure the audience response towards the content to grow as a brand.