An in-depth understanding of consumers and what makes them tick can be the answer that experienced marketers are looking for, to create compelling content marketing strategies. But even today, many marketers are focusing more on how digital platforms like social networks, email, and search work, rather than concentrating on how consumers grasp these platforms and why they use them. Keywords are still being optimized and content is still being created, independent of what consumers call irresistible content and are actually interested in, and what they prefer in terms of content consumption, discovery and engagement. This disconnect then leads to SEO tactics and content marketing not garnering the kind of results marketers thought them to.
The solution lies in understanding which social platforms consumers are using, which keywords are most relevant to them, and why they are using search to begin with. Comprehending the motive of the consumer and adding the keyword insight applicable will result in content that is more effective, compelling, and inspirational.
The very first step in influencing consumers is to profile them first on the basis of their behaviors and preferences. Ask questions like – what motivates them, who are their main influencers, how will they object to the action your content is compelling them to take, what do they believe to be true and what results excite them.
This plan of action takes a bit of primary and secondary research for marketers to arrive at qualitative answers to these queries. Capturing customer insights can be done by exploring 3rd party research and web analytics, and conducting interviews with customer service and sales staff. What marketers need to be looking for, are those instances when consumers made the leap from previous behaviors to the desired outcomes and behaviors.
Every aspect of a content marketing strategy should be an interpretation of the current scenario and should provide insights and practical steps on how to overcome certain hurdles and make changes necessary. What motivates one person may not motivate another, so keep that in mind. It is important therefore to have a structure which is versatile and accommodates variances such as these.
Consumers move through a set pattern when it comes to how content marketing strategies affect them. The first step is discovery of a certain piece of content, followed by engaging with the content in question, comprehending the strategy, internalizing it, enhancing it, being engaged by it, and finally, sharing the piece of content.
A great way to promote the adoption of compelling content is to talk about success stories where consumers have transitioned from old ideas to new ones. Marketers should also create a process for conversion, engagement and implementation. It doesn’t matter how small these success stories are. What is important is that they are relevant.
The change can be made more seamless and simpler with the use of compelling, relevant content. Marketers should explore the option of including brand storytelling and customer insights into their content marketing strategies.
Comprehending the motives behind a consumer’s actions will help marketers influence them more effectively and positively, and therefore achieve their business goals.