The importance of content marketing during the customer journey

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This field is growing and if you want to be competitive, you should invest time in exploring the importance of content marketing and its different types.

If you’re looking to get better results from the content you’ve spent time creating, it’s imperative that you know who will be interested. The best way to do that is to consider how your content is going to impact the different stages of the customer journey.
And for that very reason we’re going to show you how to use the customer journey to make decisions and how important content marketing is to doing so successfully.

The importance of content marketing for companies

Content marketing is a long-term strategy designed to cultivate a strong relationship between companies and target audiences.
This process involves developing, distributing, and publishing content through different channels. So, what is the importance of content marketing? You will improve your brand exposure, sales, engagement and loyalty by reaching your target audience:
  • Notify potential customers about the products and services you offer.
  • Increase interest in establishing conversations
  • Build company-customer relationships that result in increased loyalty.
  • Create a sense of belonging to the brand.
It is important to note that, across all distribution platforms, your content should have a distinct and unmistakable voice, style and tone. Consistency in content is what builds credibility and strengthens your presence.

Related article: Perhaps, what your company needs is a social media CRM strategy

Benefits that highlight the importance of content marketing

That being said, we understand that the content provided must be consistent, but first, why is content marketing so effective? The following are the benefits that highlight the importance of content marketing.

You will gain the trust of your audience

Content creation contributes to the development of a relationship between your company and your target audience. Your audience will be more inclined to trust your advice and suggestions if you provide valuable content without expecting anything in return.

You attract more potential customers

Yes, you can generate more and better leads through content marketing. Your audience will be more likely to buy from you in the future if they see your content. In addition, calls to action (CTAs) embedded in your content can be a great help.
The more satisfied a visitor is with your content, the more likely they are to click on your CTA and move on to your website.

Your brand recognition will increase

Many things can help you increase your brand recognition and content marketing is one of them. Create a content strategy and make your content visible to potential customers wherever they are looking for your products or services.
Write about topics that interest your customers so that they begin to associate your content with your company.

Types of content marketing

At first, creating content may seem easy enough, but choosing the right type of content for your business is much more complicated. What works for one brand may not work for another.

Therefore, the importance of content marketing also lies in knowing the company itself, its values, knowledge and how to communicate them to the audience.

Also, a key factor is to create different content depending on the stages of the customer journey. Luckily, we’re here to make things easier for you with an overview of the most important types of content marketing.

Blog articles

Blog articles are an effective form of inbound content because they provide great flexibility in terms of objectives and topics (like this very article!). You can use an article to link to other internal or external material, add social sharing buttons, and include product information.

Blogs have the power to build a relationship with potential customers and existing customers, but they must have valuable information. Make sure your posts address the key problems of your target audience and present solutions accordingly.

Lead magnets

Although many types of content can generate leads, without the help of quality content it will be difficult to complete an online sale. So, to get the most out of it is important to create a type of content specifically to generate leads.
A lead magnet is a valuable resource that you can offer in exchange for someone’s key data to qualify them. The best types of content to generate leads tend to be:
  • E-books
  • Webinars
  • Discounts and coupons
  • Free trials
  • Tool demonstrations
  • Courses

Social media

It’s easy to see the importance of content marketing in relation to social media.
There is a wide variety of social networks where you can expand your company’s reach (Facebook, Instagram, Tik-tok, Pinterest, LinkedIn), as well as more and more formats to present your content.

Infographic

Infographics present facts, statistics and information in a visually appealing way. Infographics are ideal for successfully expressing your content, as they combine key knowledge and clear images.
They are excellent for simplifying a complex topic for easy understanding.

Podcasts

More and more companies and organizations are jumping on the podcast bandwagon. They produce and distribute their own audible content, focusing on all kinds of topics.

Ads

Paid advertising can help you reach a large audience and position you on all platforms where you want to establish yourself. Ads are useful when used in conjunction with inbound marketing and can be shared on social networks, websites, banners and sponsored content.

Want to know more? Let´s talk via WhatsApp!

The importance of content marketing during the customer journey

And…back to the customer journey.

The truth is, with the ever-increasing volume of new digital touchpoints, marketers are struggling to reach audiences with the right content, in the right place, at the right time.

This is what the customer journey is all about: a journey of interactions a customer takes with your brand from the point of first awareness to finalizing a purchase.
Every customer takes a different path, but they all encounter the same basic stages:

Awareness

This is the stage where the buyer knows your brand, but may not know why they need your services.

Useful content: A blog post highlighting a problem your audience has or a podcast episode focused on a common concern.

Consideration

Where the buyer investigates different options, but has not yet decided on any of them, making comparisons as to which is the most convenient option.

Useful content: An ebook or webinar on demand to offer more information in exchange for customer data.

Compra

En este punto, el comprador está listo para realizar la compra pero es posible que aún esté dudando si finalmente hacerlo, o abandona el carrito en medio del pago.

Contenido útil: Ofrece una demostración de la herramienta o un período de prueba, esto incentivará la compra.

Purchase

At this point, the buyer is ready to make the purchase but may still be hesitating whether to finally do so, or abandons the cart in the middle of checkout.

Useful content: Offer a demonstration of the tool or a trial period, which will incentivize purchase.

Retention

Here the buyer makes the purchase, and after all the effort made to get the purchase, it is essential to give personalized attention to create a more lasting business relationship.

Useful content: A video tutorial on how to use the tool or a course to deepen their knowledge.

To sum up

Content marketing has become one of the emerging strategies to create awareness and attract the attention of customers.

In a nutshell, it is like a ladder to business success.

The importance of content marketing is evident as it increases customer engagement, improves brand loyalty, value provided to the customer and many more benefits that we have already discussed.

When employing content marketing choose the types that best suit your business and don’t be afraid to try new things. You may discover the newest trend.

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