Product Companies Double with Long Form Content Creation that makes sure of success.
Earlier this year we did a short survey with a small group of owners and top executives within the marketing department of some of the beauty brands we work with and we learned some pretty neat things. The number one response we received when we asked them about job satisfaction was how amazing it is to physically meet their customers.
We weren’t surprised, we go to the events, the pop up shops, and the festivals in the Summer and we see first hand the shear joy of the marketing teams as they meet and engage with their customers. We get it, you get to meet your tribe, the people that support you through sales and follow you on social media, these experiences are priceless!
But what do you do in between the festivals and pop ups? How do you continue to bring all of ‘your tribe’ into the room with you daily? As a matter of fact the question about engagement probably comes up every single Monday as you go over your sales projections in the conference room with your team.
How did this group or that group react to your latest offering?
Are they happy with your customer service?
What can you change or share with them to increase conversion rates?
How can we get better at predicting customer behavior as an organization?
How can we take full advantage of the trends?
Are we communicating enough with our customers?
Do our systems work?
Marketing is usually a combination of many moving parts that can make it hard to have a singular solution to any of the questions above. However, we do know that creating consistent long-form content not only speaks directly to your target buyer but can start to help you to pick apart some of the roadblocks you might be facing with conversions and sales.
Long Form Content Creation-
In this post, we will give you 7 reasons you should be placing an enormous amount of value on your content specifically long-form pieces on your blog.
1. Everybody is doing it
In some situations, following the crowd might be deemed a bad thing, but not this time! In recent years we have seen a huge shift within the content space from traditional advertising (magazines and newspapers) to creative forms of digital initiatives.
According to Forbes, in 2019 companies increased their content marketing spend to $313.42 Billion dollars (that’s Billion with a ‘B’) from just $87.22 Billion in 2009. The reason for this shift is simple, it costs 62% less than traditional marketing and it generates 3 times more leads than a 500X200 Ad on page 7 of your favorite magazine.
According to the research conducted by the New York City-based business intelligence firm Advertiser Perceptions, there is huge momentum around content marketing as a preferred form of brand communications. More people are ‘trying to fit content into what they are doing” – Randy Cohen CEO of Advertiser Perceptions. The projection for 2021 spending on digital content marketing is around $412B.
2. You Can Increase website traffic via Google
Google is king, and they are also a thriving business. Their customer is 34-year-old Nikki looking for a product for her four-year-old son’s super dry hair.
Your job is to create content that Google deems worthy for Nikki to read. This means that Google is looking for the right keywords, but even more importantly, they are searching for the right value that would make Nikki consider them her number one source of information about your product.
Google loves long-form content that add value (this means posts that are 600 words or more). They hate keyword stuffing, so do not do that and they are looking for the authority within your space for questions that are related to what you have to offer. If you are trying to improve your SEO think about your blog strategy and go all in! Also, ensure that your website copy is on point! (We can help with that too).
3. You can maximize your social media interactions
Let’s start with an example – One of the best ways to build your blog content is by responding directly to the questions and comments on social and then taking that a step further by creating long-form responses around those customer comments and questions. – Creatively of course!
The reason you double down is because of how fast social media moves and the algorithms that you are facing when you are trying to ensure everybody sees your response to a question.
While it is super duper important to respond to every comment and question you receive through social media, common questions should be creatively addressed on your own platforms. The questions you receive on social media are great clues to what customers are actually searching for. Study behaviors and capitalize on it using your own spaces.
Not to pick on Instagram because we love it, but one of our biggest pet peeves is how much time, effort and money brands use to create amazing content for Instagram, intriguing whoever sees it within the 4.5 seconds that we have peoples attention and not putting the same energy into their website copy, newsletters or blog posts.
Your website content lives forever and you can control how many times you choose to share it with your audience.
4. Customer research leads to conversions
Customers these days are very research savvy, they scour the internet over a period of time looking at reviews, your website, your ingredients before ever making the decision to purchase.
As a matter of fact, there is a general rule of thumb in the B2B sales space that you have to ‘touch’ your customer at least 7 times before they make the decision to buy.
With B2C it’s kind of the same, customers read a ton of information before making the decision to buy and as such you have to create enough content for them to remain intrigued. The more opportunities you provide for them to “research” the easier it will be to get them to pull the trigger on your product.
By the way, there is nobody on this earth more influential than a tween on her phone doing her research before she approaches mommy and daddy about something she wants to buy. #foodforthought
5. You can finally create a brand experience
Content creation is part of your brand experience and great presentations create interest, ignite curiosity, and encourage engagement. The content you create must continue to evolve as you push your website, videos, and blogs across multiple media platforms to increase your chances of exposure and generate more interest.
A newsletter that a brand sends out that provides 10 protective style options for date night paired with their products is way more interesting than “The usual “Flash sale tomorrow, with a bland list of products that do not link back to a website”.
In order to compete effectively, we must continue to utilize our creative assets to deliver on-brand experience through consistent content creation and diversifying that content to engage a very unique customer base. If you are ready to utilize your blog to create engaging content that you can share with your audience, click the banner below and we will help you out.