Content Writing for digital marketing is the new focus area. Every digital marketer understands that the quality of the content is a “make or break” deal to the digital campaign.Eg: We all have used either Zomato or Swiggy to order food. They deliver the food and give them ratings for their services. Though their services are of paramount importance, the fact remains that the product they deliver, ie the food is the core Product. If the food is of bad quality, no effort from Swiggy can make the customer reorder from the same restaurant. This is what content is to digital marketing-The core product.
Content writing for digital marketing is at the forefront of what the digital world offers to the world today. Digital marketing and platforms play a major role in reaching the audience and presenting the content. Content writing on the other hand keeps them hooked.
The management theories have been evolving from being product-centric to people-centric to sale centric. Today we all know that it is centred on customer problem-solving. It is proved that in this world of VUCA, developing relationships and loyalty among the customer base is the biggest challenge.For example, if a customer has no complaints with a particular brand of milk, he may or may not continue to buy it continuously. If he is also a part of the forum where he receives recipes made from milk and discusses the nutritional value of the milk then the brand of the milk will be so deeply etched that he would search for that brand of milk and talk about the brand while discussing breakfast recipes.Content writing for digital marketing helps in creating blogs which interact with customers and build a relationship over time.
Companies spend a huge amount of money on advertising and other promotional activity but isn’t it better to reward your customers directly rather than spend millions on hoardings on the highway? With solid good quality content, you are doing just that. Reward your customers or prospective customers with knowledge and information that they require or can use. This will not only help the audience but also help build credibility and brand value for your company.For example, a parent looking for a creche near his area would be drawn to an article about “how to make the transition smooth for a toddler from home to creche.” If he finds the article credible and well researched, he will tend to trust the brand that has proved its understanding of the toddlers rather than flashy advertisements on the TV which blows their trumpet about how good they are.Content for digital marketing harnesses this window to prove their thoroughness and worthiness.
Think of the influence of baby food advertisements on a well-paid executive who has just started working and is still unattached. Now juxtapose this with a barrage of advertisements about funky higher-end googles on perpetually exhausted new parents. It is easy to understand why the advertisement won't prove effective. The advertisements are good money down the drain. It is simply reaching the wrong crowd.Though less dramatically, digital marketing can also go wide with the target audience. Quality and persona specific content for digital marketing can help avoid the above-mentioned scenario. Good content that will prove useful to the buyer persona will be the ones who will find the product useful. Continuing with the above example, an article giving suggestions to help the baby with a sound sleep will attract the new parents and who can also be informed about the baby food. Similarly, a lucrative risk-free investment proposal can be pitched into the segment that is reading about tips to save your salary and invest for the future.
Digital Marketing is taking the world of advertising by storm mostly due to its low cost and highly relevant reach. The low cost of digital marketing is due to social media’s pay per click and driving traffic through quality content and good design. Of course, constant updates and consistency are key but the cost of content for digital marketing only goes down with consistent postings. With tools like sureoak, etc topic generations, optimization of the content for the search engine has become easier. The fact that they are totally free to use doesn't hurt either...
Mapping customer journey through the famed “Funnel theory" can also be done through content writing. The target segment first is amongst the many who simply browse through but who does fit the demography who can use your product. This is the time good content would be able to hook him. During the next stage when he is conscious about the pain point that your product can solve he is already researching. This is the time quality content can help him mitigate his pain points and reinstate your product. He will perceive your brand as one of the credible ones who empathize with his pain points. In the final stage when he is ready to make a purchase, your content Call for Action or some tailormade offer through the content writing can make sure of the sale.The content writing for digital marketing makes sure that you are with the customer at every stage of his journey.
Quality content that helps the reader either to understand or mitigate the pain point builds a relationship with the reader.Even a scanner would be able to draw value out of well-written content. This makes it easy for the content writer to request a call to action. The CTA or call to action could vary from data collection to details of the pain points. The reader who is already happy and a tag grateful is persuaded to give feedback or oblige your request. Content writing, therefore, gets almost instant feedback on the response to the article.Content writing for digital marketing actually is one of the few metrics which can map the effectiveness through customer reactions and feedbacks.