How to Utilize Content to Motivate People to Engage (and Buy!) Simplified...
WHO ARE WE? WE ARE MARKETERS.
OUR GOAL: TO ENGAGE/ENTERTAIN/INFORM PEOPLE WHO READ, LISTEN OR VIEW OUR CONTENT.
(ULTIMATE GOAL: MAKE MONEY FOR OURSELVES OR THE BUSINESS)
TO ACHIEVE OUR GOAL JUST MAKING THE PERSON TO READ OR WRITING GOOD STORIES OR ARTICLE IS NOT SUFFICIENT, WE NEED TO GET PEOPLE TO TAKE ACTIONS ON OUR PAGE/CONTENT.
THE MOST COMMON MISTAKE
The most common mistake that content marketers make is in understanding the definition of the task itself. Content marketing by virtue is not the task to create and share valuable content at its core. To create and share content is by virtue a task in the whole paradigm of the content marketing diaspora. It is but a tool to reach the end i.e. to make money.
THE DEFINITION OF CONTENT MARKETING
If creating and sharing content is not the final goal than what is you ask? Well to put it in the simplest of terms it is but:
1. Building an audience for the brand/Company/product.
2. Keep the Audience engaged and informed about the product/service to achieve the top of the mind recall.
3. To create and generate need or demand within the audience for a set of product or service that is being offered.
Thus the final goal for any content marketer is to be able to drive action within his audience.
The customer journey defined for a content marketer:
A typical customer journey as defined by marketing principles can be set for content marketing too. Typical customer journeys as defined by most marketing authors are: Learn-consider-evaluate-purchase-Fan-repeat purchase. Similarly for content marketing there is a set process although here you need to convert someone into a fan before they make a purchase.
1. From stranger to subscriber.
2. From subscriber to fan.
3. From fan to customer
FROM STRANGER TO SUBSCRIBER
Let’s say that you have been to attract someone to your post either through search, social media posts or through any other method what after that. When the viewer has first visited your page that person is a complete stranger, with little or no knowledge of who you are what you do all she has in front of her is a Blog post or a Video. So what happens when that person is done? He may never come back or have a recall about you afterwards! So how to make sure that you stay in touch? We as content marketers need to make sure that we are able to drive some form of action from the visitor. It can be an email opt-in, follow for Facebook/Twitter/LinkedIn/Google+. It is completely dependent on a content marketer and the type of content.
Email Opt-ins are best when you have various different kind of content on your webpage and the visitor has a very specific taste.
This will help the visitor from feeling you to be a stranger danger to someone with whom they would like to interact with.
CONVERTING YOUR SUBSCRIBERS INTO YOUR FANS
Great You got a new subscriber so what next? The next step for a content marketer is to share tips and tricks on the relevant field, the content should be well diversified into engaging + educating as too much education may make you lose your subscriber base. This is primarily due to the fact that people get disengaged when you share too much knowledge. The goal here is to keep the subscriber engaged while educating him and establishing you as a true expert in the field. They in turn will start sharing and talking about you.
FROM FANS TO PAYING CUSTOMERS
The best thing about quality content is that the selling part feels completely natural. You now have a quality subscriber base with whom you have been able to build a good trust base. The higher the trust factor the better will be the sales number for your product or service. The key here is to build an audience much before one starts to offer a product to them, if you are an established business no worries, establish your audience before trying to pitch them any product or service.
The first names that come to mind when considering content marketing stars in Indian terms would be happily unmarried and Being Indian, These two had first created a strong set of Facebook followers based on their target audiences. While the Target audience for happily unmarried was the young Indian, for happily unmarried the target audience was unmarried professionals in the Age group of 22-30. Both first created content that went viral within these two age groups and after reaching a set audience or fans they launched their online stores.
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