In the B2C planet, it can be difficult to grab the interest of your customers and force them to make a purchase. This is especially true if your product is niche or in case you are competing against much more popular brands. And if you are a new comer to the market and need to inspire some initial trust, it is an even bigger challenge.
That’s where content marketing comes in as a vital strategy. If you go about it the right way, it will help you engage your own audiences and convert all of them into customers.
Let us face it, publishing blogs just for the sake associated with publishing blog posts does no one any good. The web is already full of worthless, repetitive, poorly written content that serves no objective whatsoever.
Instead of going down that route, you’ll wish to turn your blog into a conversion weapon. And you’ll do this by creating content that will converts and contributes.
Cover Your Entire Audience Spectrum
The first guideline of content marketing would be to choose your content to match your target audience’s preferences . Or, at least it should be.
Image source: Ryrob. com
If you don’t cover the topics your customers want to read about, they will not give you the time of day. Why might they?
Start by determining who your audience really is and what they are looking for when they land on your website. Don’t settle for one group of people only, and go as far and wide as possible. For example , if you sell women’s jewelry, don’t forget to their significant others.
Your content strategy should then match the interests of each individual audience segment. Preferably, you also want to make sure this correlates with different stages of the product sales funnel .
Image source: Futuredesigngroup. com
For instance, if you sell nutrition and exercise programs, a top-of-the-funnel post might focus on the perils of being overweight, while the bottom-of-the-funnel post will go in to specific detail about a specific macro split, for example.
Here is a good blog to look at. These types of Alarm Medical sells healthcare alarms, a product most often related to seniors. However , their blogs are certainly not only geared towards this audience segment. They also produce content for caregivers and family members. Their post on taking care of the senior during the pandemic is a great example.
Image supply: Bayalarmmedical. com
The wider the net a person cast, the higher your chances of converting and capturing leads. The key lies in proper audience segmentation and figuring out the precise discomfort points of each of them.
Ensure Your Content Is Readable
In order for your blog to be effective, you need to carefully consider what it appears to be. True, the value of a write-up is certainly more than surface serious, but if your posts are just hard to read, they will get transferred over for content which may be weaker but looks better. This is the reality of the online world.
To make your content more readable, consider the following:
- Keep your sentences short and to the point. You’re not trying to awe your old English teacher; you’re trying to convey info.
- Consider the reading level you would like to write at. 8th quality is what is usually recommended , but your rule of thumb should be creating at the lowest possible degree that won’t insult your audience. There are various online equipment, such as Readable, to help you figure out how your blog posts fare.
- Attempt to get decent readability scores for your posts. If you’re using Yoast regarding SEO, it will also run a readability test for you and highlight what you may want to fix. You can even consider the Hemingway App, plus Grammarly can help you out too.
- Make sure to segment your posts in to readable chunks. A couple of sentences will be just fine for a paragraph. You’re targeting skimmability, and you want to assist your readers get the information they want as soon as possible.
- Think about the colors you’re using for the blog . They need to become vibrant yet muted enough to draw a viewer in, but without entertaining from the words themselves. They ought to also convey an emotion that’s aligned with your brand.
Image source: Crazyegg. com
Let’s take a look at a few examples.
Threadless did an excellent job with this guide upon pet parent gifts:
- They’ve broken up with plenty of images showing their recommendations.
- The paragraphs are brief enough.
- There is plenty of white space at the page.
- The font is easy to see and quite pleasant.
Or, take a look at our own post on B2B vs . B2C marketing and advertising :
- The particular headings break up the text beautifully and make it perfectly skimmable.
- There are plenty of bullet points that add to the readability.
- The sentences are brief and sweet.
Do Your Research
Regardless of what you blog about, your own readers will want to know they can trust your words. This is also true if you are composing YMYL content (short for your money or your life ) – in other words, advising your customers about their wellness or finances.
Image source: Lokalyze. com
If you provide your audience poor suggestions about a subject like “how to repair a wobbly chair, ” the worst that can take place is not nearly as bad as if you give them poor tips about where to invest their savings or how to lose weight.
If your niche is a YMYL one or your items impact your customers’ hails from any significant way, you have to do some extra research for your blog content. You’ll have to ensure that every single word is true.
You must also try to give as little general advice as possible, or at least make a clear note of the people your advice will be relevant to.
Try to online backup all of your claims. You can do that either by linking out to reputable and credible resources or by bringing a topic matter expert on board that will check your data and offer recommendation. Their credentials will lend your posts that layer associated with value that can make the distinction between an abandoned trolley and a conversion.
Upcoming Kind offers a great example with their blog. Take a look at this post on taking vitamin B12 . It comes with a couple of links that back up all of their claims, ensuring their post is the best it can possibly be.
If there is no research you can link to, make sure to list your sources. Whether you have experienced something yourself, tried a specific method, or achieved a particular result, always note where you got your information from, even though it’s just personal encounter.
Supplement Your Written Content with Other Formats
Your blog will be home to written content, but you can also consider adding to it with other content forms to make it more engaging and keep your audience’s attention riveted to the page.
Do note that you most likely won’t be able to do this for every single post – and neither in the event you. Focus on providing an additional stage of interest for your most important articles.
This point of interest can be a video to help you enhance both time on web page and the value of the blog post itself. For example , you can feature a video to:
- demonstrate how a certain method used
- mention some of the benefits of purchasing your own product
- provide more detail about among the points you cover in the text
Ideally, you will want to make an original video as a brand. If that’s not necessarily an option, you can feature movies made by others as well, as long as they are not your competitors. YouTubers who seem to aren’t trying to push a certain brand in their content could be a good choice.
Here’s how Solo Stove did it: this post introducing their item , also features a video to showcase its features and benefits and give the customer a look at it in action. Brief, but very effective.
Image source: Blog. solostove. com
You can also go the sound route and include a podcasting with your blog posts. Or, you can launch a podcast and include a transcript of it on your blog. This manner of content material repurposing can also give you some thing to publish when you don’t have time for you to prepare a regular blog post.
Naturally Curly features a podcast (in video clip format) in this post . The content itself is not a recap of the episode but an intro to the podcaster, giving you a bit of insight before they will listen to the audio.
Finally, you can also decide to add some visual interest towards the post by means of an infographic. If the data you are delivering can be appealing to your reader’s eyes, this is an excellent method to convey it in a more interesting format.
Here’s an infographic from Truity that proves this point well. Had the brand decided to write about this topic, the post would have been very long and rather clunky. Opting for the infographic has allowed them to communicate a comprehensive amount of information at a glance.
Image source: Truity. com
All of these different content platforms also allow you to promote your brand name across various new stations. You can:
- set up a YouTube channel or function your video on social media
- list your own infographic on a site such as Visually or pin this to Pinterest
- promote your podcast across a wide range of podcasting platforms
Bring in Your Product Logically
An error many brands make is equating content marketing with making a sale. What you are in fact trying to do is supply valuable, meaningful information that will help your prospective customers get to know your own brand. It’s about raising awareness and establishing trust, not shoving a product within someone’s face.
As a result, when you mention one of your items, you need to consist of and introduce it in a logical way . You’ve got a want the product mention to feel like a slap in the face. You want it to feel as if a natural continuation of the discussion you and the reader have been getting.
Before you provide the answer in the form of your product, introduce the problem. Be specific and actionable, and always fully align the product with the subject. If you are writing for people with frizzy hair, don’t mention a hair shampoo designed for blondes, for instance.
Let’s look at this on healthy power drinks through Impossible, which cleverly allows them to juxtapose their item against some of the biggest names in the industry. The article itself is definitely both informative and well intentioned. They don’t talk trash about the competition, and they’ve done a good job of highlighting the key features of their own product without tearing lower someone else’s.
If this is the route you’re taking, do your best to keep your post municipal and valuable. Your aim is not to climb towards the top by trampling over lesser brands.
Provide Serious Value
As we keep reiterating, the purpose of content marketing is to provide value for your customers. Don’t merely go through the motions of writing and posting. Aim to publish at least a couple of posts that can truly be considered the best resource on the given topic.
Choosing this particular topic can be a bit of a problem, as you want to shoot for a topic that is searched for but that will hasn’t been covered in order to death. Something of interest for your audience where you can provide several meaningful information that will add to the conversation.
There are various methods for hounding down low competition keywords that also come with a decent monthly lookup volume. Try them out and see which will work best in your specific industry.
Image source: Moz. com
You can also choose to skip this particular part, and produce a useful resource that is of immense worth to your readers, focusing much less on the organic search aspect of the subject.
Gili has done it with this awesome article on the best paddle table accessories . It gets many things right: it’s long, but not too long, providing sufficient detail about each item. Each item also posseses an image, bullet points featuring the key features of each, along with a link taking the reader to the product’s own page.
The post is chock-full of information, but it’s by no means oppressive, nor does it feel too long or cluttered. Everything is neatly organized, and the reader can jump through point to point effortlessly.
Tell Your Customer’s Story
To make your time and efforts even more effective, make them individual. Connect with your readers inside a whole new way by informing their stories of success.
Case studies plus customer stories are not only a great way to prove to your clients that your products or services do exactly what you say they do. On top of that, they help potential customers relate to your own brand and your products. Whenever you can show a customer how someone exactly like them has solved a specific problem, you will effectively conquer a lot of purchasing objections. Plus, the people you feature will likely likely share the feature, promoting your business at the same time.
When selecting the stories you tell, make them either the most relatable ones or show how you have overcome the biggest problems and obstructions. Sometimes pulling on the heartstrings of your audience works well, as well (just think of the John Lewis Christmas adverts ), as long as you don’t make the content cringy or sappy.
Here is a clever way to tell a tale: Mixam shoots videos rather than writing case studies, displaying their audience exactly how they make custom products and what they can expect to get themselves. This not just highlights their expertise but additionally appeals to several senses, offering additional value.
Image source: Mixam. com
You don’t have to visit down the video route, of course. A blog post augmented along with original images can be all you require to succeed.
B2C content marketing can be a lots of fun if you choose to embrace the challenges and work with your own target audience in mind. Remember to align your efforts with what your customers need, and cater to their tastes and interests. Don’t simply flaunt what may appeal to your personal tastes.
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