October 24, 2019
3 Reasons You Need to Create Content that Connects
Content marketing is a buzz phrase that is getting thrown around a lot in the marketing world. Brands and businesses are seeing the vitality (and virality) of it and are doing their best to jump into content creation.
But what is it, exactly?
Content is any piece of material—visual, audio, or written—that is created for the purpose of marketing your business and engaging with your audience.
Content that actually connects takes that to the next level.
Narratives are an integral part of the human make-up. That’s why a powerful story is what sets most businesses apart.
Know your story and know how to tell it.
And even more importantly, understand your customer needs to be at the center of that narrative. That is content that connects.
Why, though? Well, here are three reasons.
- It Raises Awareness
As potential customers are meandering down their individual buying journeys, they find themselves typing in words in search bars. Whether that’s Instagram, Google, Facebook, YouTube or some other platform, people are searching.
Awareness is the first step of the customer’s buying cycle. In order for your business’s product offering or service to be chosen, it has to first be seen. Whether you’re creating a podcast, a blog, a YouTube video, a social media post or any other form of content, you’re fostering awareness and cultivating the beginning of a symbiotic relationship with a potential customer.
And let’s be real, we’re all pretty judge-y, so first impressions of your brand are critical.
- It Builds Trust
Years ago, people formed real-life relationships with everyone they purchased from. The grocery store down the street was owned by a neighborhood friend. Everyone knew the family doctor. The mechanic? Oh, that was the older guy that lived around the corner.
People built trust through relationships with whom they did business—either through daily life or constant, small interactions in their establishments.
Today, that trust and relationship is just as important, maybe even more so given the endless amounts of options.
The difference is that we no longer know the guy that lives down the street and we barely step foot inside a grocery story because of pick-up and delivery services.
Instead, relationships are formed where most people spend their time—the Internet.
When you create content that connects, you’re building trust—one social media post, blog post, video, podcast, or article at a time.
- It Creates a Two-Way Street
In marketing, the goal is to get inside a potential customer’s brain, heart and motivations to be able to grasp what he or she needs and desires. The beauty of creating content that connects is the ability to listen to the reactions of your audience.
Did you create a YouTube video that got tons of comments and likes? Did one of your social media posts get a bunch of engagement? Or, did a piece of content just fall flat?
Paying attention to how your content is received is just as important as creating it in the first place.
You have a lot of big goals and ideas. If creating content that connects has your head spinning in a bad way, send us a message.
We’d love to help.
