by James Moore
Colorful advertising, bright banners that fill the top of mobile phone screens, vibrant landing pages and websites that offer pictures, videos, trailers, and more – all of these are used to catch a consumer’s eye as they click through page after page in order to find the company they’re looking for. They are searching for sales and bargains, but the products they end up purchasing will be the ones best represented by content they can read and enjoy. Up-to-the-minute content will also allow the consumer to establish trust in that company and not feel the need to move on to a competitor.
Catching the eye of someone does begin with ‘decoration’. Whether it be a human to human connection, or even a human to book connection, and so on, the cover art – the presentation of a person’s look or wardrobe is the first thing that another sees that sparks an interest. However, no one will be finishing a book, nor will they be giving a good review or telling their friends to read it if the actual story is no good. A cover can be stunning, but the ‘meat’ of the plotline is either good, great, or boring beyond belief.
Same with humans. The cover may be stunning, but if the content (experience, skill, talent, humor, kindness, heart) is not interesting whatsoever, the decor will fail to keep the interest of the other person.
Content in the social media world acts the exact same way. Bold, expressive, out there, funny, larger than life – all of these descriptions work when it comes to content that grabs and keeps that future customer’s attention. It also is a must to make sure the content is always freshly updated so that any industry or company news is placed in front of the consumer ASAP. This not only builds trust but also builds loyalty for the consumer to return.
A target audience may be captured by a bright banner, or a marketing campaign that involves sales, events and more. But for the consumer to actually come back, the product and/or service must be the best in that industry, and the data they are offered by their new ‘favorite’ company must be up-to-date and engaging.
Another problem many businesses overlook is the fact that with this world of hackers, computers being shut down, spam building almost every day, and the schemes that are ever-present on the Internet, banners and advertisements are sometimes completely overlooked for safety issues by the consumer. A landing page has become a necessity for all companies, not just a website. The landing page is non-threatening. It can allow a consumer to see the bright, vivid advertisements or explain a campaign, but only when the consumer feels safe with that particular company, will they head to the website. A banner blinking on the top of a computer or mobile phone screen will be mistrusted even if the company representing the banner is one of the most trusted names in the industry.
Links are necessary for consumers, as well. They are taken into sites and locales through Twitter, Facebook, Pinterest, and thousands more. They are hand-delivered, so to speak, to the company they are looking to know more about. And if a company’s social media/PR team understands the way to present a non-threatening media campaign, landing page, and a website that is constantly updated with the latest industry information – that company will increase ROI and increase their target audience.
Content marketing is a challenge, for the simple fact that businesses seem to overlook the very real truth that consumers have so many choices now that they can turn away from a company and discover ten more that do exactly the same thing in seconds.
For more information on content and inbound Marketing visit with: BeFirst Media Group