Content Marketing2022-03-06T12:18:12+01:00

How do I improve the customer experience with content marketing?

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CONTENT MARKETING

Content marketing is the marketing technique that ensures that you generate more web traffic with relevant articles and information – the content. Sounds simple, but is quite complicated. If only because content marketing comes in a wide variety of formats, such as news, video, blogs, articles, white papers, E-books, infographics, case studies, reviews, guides, photos, and much more. The purpose of content marketing is twofold. On the one hand, relevant content results in better findability and more traffic. On the other hand, valuable, preferably personalized content contributes strongly to the quality of the customer journey. Your investment in content creation typically translates into a higher SEO ranking (Search Engine Optimization† Your site is easier to find for your target group, because Google's indexing looks at combinations of content and context. The more relevant the content is for the entered search term, the higher a webpage will be in the ranking. What is good for the searcher is also good for the search engine.

In short, both search engines and people love relevant content around your company, products or services. The better and more personally you inform prospects and customers about your brand values and services, the greater the chance of trust, successful transactions and follow-up sales. Moreover, good content influences surfing and searching behavior on your website, which can provide valuable information about the preferences of your customers and their buying intentions. If you store this customer data in a Customer Data Platform you build up a unique source of information that helps you to serve leads and customers with personal content and offers, for example by applying filters. In short, creating relevant content always pays off.

TOOLS

What do I need to implement a good content strategy?

Content marketing starts with a good strategy. To do that, you need content marketers and effective tools. Your most important toolkit is a smart content management system, preferably with integrated measurement tools that record the surfing behavior of your visitors and the performance of your website. With the collected customer information - customer data - build customer profiles, which you use to personalize your website or webshop. Analysis tools and test processes provide insight into the impact of specific content on purchase intentions and conversion. Permanently optimizing your content always leads to better results.

CONTENT AUTOMATION

An important tool in content marketing is a content automation solution. With this you set up a system that makes the processes around the creation and distribution of content efficient, manageable and smart. Content automation sought to automatically update relevant content based on predefined protocols and workflows. Multiple content marketers can work together in this way on the production of different content components and the complete communication structures. Thanks to a good workflow and optimal collaboration options, content is created faster, more accurately and at less cost. In addition, your content is better aligned with the preferences of prospects and customers and the stage in the customer journey. Specialists from Ecommerce Result are ready for a phased introduction of processes and tools as a solid basis for more turnover.

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