The changes brought about by the pandemic in the digital world have also led to important reflection on the importance of content marketing in digital strategies. The content model is no longer the same as it was a few years ago. Today, customers are looking for real stories, not “perfect” ones. The pandemic has changed the way brands communicate with their audiences and, as a result, has affected content production within organizations.
Today, people know whether a particular brand is talking to them about something manufacturing email list authentic and meaningful based on the content the company generates. The most important thing for customers is what the brand is saying and what it is actually doing. The discourse needs to follow the practice to impact the audience.
Content creation must be connected to what people understand to be important; it cannot be just another narrative. Content marketing that interests the customer is what the company really is.
Within this logic, the importance of content marketing in digital strategies for companies requires dedication, authenticity and real stories that can increase information for blogs, e-books, social media posts and informative articles to build your authority, retain customers, increase the average ticket and generate knowledge about a brand or product of your company, without forgetting that the main thing is to solve the problems of the target audience.
Typically, strategies focus content production at the top of the funnel , as there are more questions and information to present to your audience in the initial stage than actually talking about your product at the bottom of the funnel.
When generating content, you need to maintain a balance. The idea of generating content for your target audience is to identify their pain points and answer their main questions, and then offer a product or service that will solve their problem.
For companies that want to start a relationship with their target audience, it is recommended to produce content for the top of the funnel. For those companies that already have a product and a consolidated audience, it is necessary to produce content for the three stages of the funnel. The content production strategy should always lead the audience to the next stage within the funnel so that they can advance in the purchasing journey.
