Even if you’re posting regularly and have creative social efforts, it has become difficult to cut through the noise and get noticed by consumers. Repeatedly spending on ads but not getting your ROI is the definition of insanity.
What should businesses do?
Better advertising is the answer, but it’s becoming harder to find your audience now that Google is phasing out cookies and Apple is imposing new privacy protections. There are services to help you work around tracking and attribution obstacles, but these tools only work if you already have a base of consumers flowing to your site.
Getting people to your site is the only way to acquire the coveted first-party data.
If you’re a certain kind of brand you can carve a path to capture and own your consumer data through content marketing. But before considering content marketing and if it’s right for you, you’ll need to have the following bases covered:
• Clean, effective UX website with a Shopify back-end
• Email marketing set up
• Social media set up
• Budget for advertising
• Paid ads running so you can test quickly
Once you have those essentials, you can consider content marketing. Content can mean a lot of things, but I’m specifically talking about thought leadership content.
The first thing to ask yourself is “Do I have anything good to say?” It’s not enough to just reach consumers–you have to engage with them to ultimately drive them to your site. Then, if you can position yourself as an authority to a targeted audience that cares about what you have to say, you’ll be able to influence their buying decisions.
This is the classic top-of-funnel marketing, and it works.
I’m not talking about putting up a blog post every now and again. I’m talking about publishing long-form articles, weekly or bi-monthly at least, that are optimized for search, and putting ad dollars behind it.
Why do this?
It is becoming harder for marketers to advertise to consumers as Big Tech’s consumer privacy protections have gone into full force. Data sharing is no longer a reliable mechanism for targeting potential new users. You’ve felt this if your posts have not performed as expected on Facebook (excuse me, Meta) properties.
Is long-form content for you?
If you’re burning to tell people something they’ve never heard before, correct a misconception or help with a problem, then content is for you. The idea here is not to immediately sell anyone on your product. The idea is to create an informed space–that answers a question, enriches, educates and entertains an audience–so that you become a trusted source.
Some brands are doing an amazing job of this.
Four Sigmatic, maker of mushroom coffee, has positioned itself as an authority on the health benefits of mushrooms. Not only does the company inform consumers on what different mushrooms such as chaga and reishi are for and what they taste like, they also put out relatable content with deep empathy for their readers. Articles such as “Why am I so tired: 5 ways to stop …….