The ultimate goal of any business is consistent growth over time. Growth itself is a broad concept influenced by various factors, which means it can also be approached in multiple ways. Of course, one of the main driving factors of growth in general is marketing—but it goes further than this. While the primary goal of marketing could be income or revenue for the business, this won’t happen without client engagement and content marketing.
In other words, if clients aren’t engaged by the content marketing efforts, then they won’t convert. Fortunately, there are adept approaches to a content marketing strategy that can help significantly improve client engagement. In turn, this will help usher a business into a new stage of growth. So, here are 3 innovative approaches to growing a business and improving client engagement.
The Key to an Effective Content Marketing Strategy
1. Authenticity and Trust
The digital age has certainly offered significantly improved content marketing methods. However, it has also brought about a situation where consumers are constantly bombarded by ads nearly everywhere they go. While this means more reach for businesses, it also means consumers are getting efficient at ignoring generic bids for their attention.
Nowadays, consumers are much more hooked on businesses that market authentically, which builds trust. Let’s look at a couple of ways to foster trust and significantly improve customer engagement.
Relationship Over Transaction
Some businesses tend to view customers as simply potential transactions. While this can be understandable, it doesn’t make for long-term growth or trust. To be a successful business, it needs to be viewed as a relationship with customers built over time. Not only does this help to build trust, but it also creates loyal and returning customers for the business.
Tell Your Story
An excellent way to display authenticity to the customer base is through storytelling with content. Before a client or customer knows anything about a business, it is essentially just a faceless entity vying for their attention and money. Obviously, this doesn’t necessarily create the most appeal.
However, businesses and brands can become more than this through authentic storytelling. This means creating content that puts a face to the name by telling the story of the brand, explaining the values and missions, and more. This creates a connection between the client and the brand. Moreover, it is significantly more engaging than content that just feels like a boring product advertisement. This isn’t to say it can’t be combined with product or service marketing.
Creating content that markets a product or service but also displays the values the brand holds can bring a connection or common interest in that product. This is especially true with the increasing popularity of brands connecting with their client base across social media and engaging video content. Remember, countless products and services are trying to get customer attention. The ones that stand are are going to be the brands that show points of trust and authenticity.
2. The Power of AI in Engagement, Relevance, and Personalization
AI tools and services have absolutely exploded in the past several years, not only in popularity but in capability. Significant advancements have made various AI tools nearly a necessity in many industries. For now, let’s take a look at one of the most powerful capabilities of AI: engagement and personalization.
Personalization is king in the world of modern content marketing and engagement. Every day, people are bombarded with digital ads, marketing campaigns, notifications, and more. This has made them very good at ignoring every generic bid for their attention or interest. Hence why personalization is the way to really grab any client’s attention. AI tools and optimization offer the ability to deliver tailored experiences to clients. Some good examples of this are:
- Custom product or service recommendations based on past browsing or buying history
- Personalized deals or coupons around the above recommendations
- Customized follow-ups to see if there are any questions to be answered or help needed
3. Connected Client Experience
The last thing that makes a client or potential customer want to continue to engage with a business is a disjointed content experience. Poor content, inconsistent messaging, or disconnected touch points and links lead to the client turning away. Not only is it difficult to follow this type of content, but it also connects to the first point of trust mentioned above.
Instead of building confidence, disconnected content starts to whittle away at the client’s trust. It may seem a bit exaggerated, but how can they trust the product or service if the business doesn’t have well-organized content?
So, what does it mean to have a connected client experience? Well, there are several ways to build this type of experience, starting with content. Firstly, content and messaging should be consistent across all platforms. Don’t create less effective or quality content just to be able to post on everything. Instead, focus on the platforms that matter and create consistent and well-crafted content.
Additionally, on web pages and blog posts, create links and backlinks that allow users to flow easily from one page to the next. For instance, a landing page that mentions a service, with a link to the service page that scrolls right down to that particular service for more details.
Another good final tip is implementing strategies for clients to flow efficiently between platforms. For instance, clickable links on one social media platform take users right to the relevant page on the website. This lets users navigate exactly where they want to go and keeps them engaged no matter where they are connecting with the business.
The Future of Content Marketing Strategies
We hope the above improvements to content marketing strategies help you understand how you can improve on your own. Content marketing has changed a lot, especially in the past decade. Between the massive influx of user-generated content and the expansion of the digital space, it takes more connection and creativity to appeal to potential clients.
Gone are the days when marketing is mostly a volume game. While volume is important, it has become much more vital to personalize and create a connection with those you are marketing to. Connecting with clients and building trust, while appealing to their interests, is the true key to engaging them for the long term and growing as a brand.
Graphem Solutions: Here to Help You Create a Lasting Impression
If you are looking to improve your content marketing strategy, Graphem Solutions is here to help. We offer several services that can help you create more robust content marketing strategies, including:
- Web Design
- Web Development
- App Development
- CRM and Newsletter Management and Automation
Even better, we have a network of marketing experts to help you connect with any service you need, such as social media management, SEO experts, and more. Our goal is to find out exactly what you need and want for your business to ensure we can help make it happen.
To learn more, reach out to us by filling out our online contact form or call us at 1-800-590-0175. We look forward to working with you.
