Inbound Marketing

Customer is looking for Content, not Your Ad

Don’t Try To Interrupt Just Interact with your Potential Customer!

The digital marketing industry is moving fast. We already know that today, businesses have resorted to digital against traditional. When we talk about digital marketing, content is the king. The marketers in every sector are looking for new resources in each vertical to reach out to their audiences.

There was a time when content on the web was only about keyword stuffing. Today, the perception has changed in its entirety. In today’s break-neck pace, online marketing has become more than just some buzzwords and industry jargons.

Why we are paying so much attention to the content? To answer the question, we have come up with the following statistics:

  • 78% of CMOs believe custom content is the future of marketing. (Source: DemandMetric)
  • Content marketing is 62% cheaper than outbound marketing and it has the ability to generate three times more leads.
  • Approximately half of the people from the age group of 19 to 49 years are reading the news and information online, the numbers are increasing every day.
  • The small businesses with effective and quality blogs are achieving 126% more lead growth than the businesses without them.
  • 61% of the Indian customers ended up purchasing the product, after reading the recommendations on a blog.

That being said, no business can deny the importance of content. By content here, we mean quality content. In 1984, an average person witnessed 2,000 ads per day and the numbers have increased to 5,000 today. This is nothing but an Ad overload. Viewers are tired and fatigued out by looking at the vibrant and jazzy ads now and then. They want something concrete, they want something personal, they want some conversations, they want quality content.

“Har Ghar Kuch Kehta Hai” Campaign:

We know one such company who has utilized content marketing up to its best and have enjoyed marvelous results. The company is Asian Paints and it has made use of beautiful colors along with heart touching content in its “Har Ghar Kuch Kehta Hai” campaign.

Asian Paints Blog

The above screenshot explains how Asian paints is helping people utilize the power of colors to add elegance to their homes. They have informative blogs such as “The Power of Patterns”, “Fifty Shades of Blue and Suddenly a Church” and so on. The information is so pristine and original that people will automatically trust the words and ultimately the brand. The aim of the company behind creating such information is to educate people on how they can play with various colors and patterns of Asian Paints. When the customers would understand this, they would come to the company for their requirements.

Having said this, it is not easy for everyone to create the top-quality content. We are here with some tips that will help you create the best content for your customers:

Write what your customers would love to read

Your blog should be a crisp piece of information that your customer would love to read. We know it is a difficult task but with a little research on the personas and preferences of your customers, you can do that. You need to dive deep into the social media handles and read the conversations. This will guide you to create a flawless piece of content for your customers.

Take this example:

Ads with Quality Content

When you search the query, ‘investing in Panvel’ the search engine provides the first link as – “TOp 5 reasons to invest in Panvel” – this comes from the very popular Wadhwa Group who is a giant in real estate. Instead of promoting its properties, it is giving the customers a few good reasons to invest in Panvel. Well, that’s called creating a pull strategy and not push (a typical way used by many developers).

Answer best possible questions from the personas:

We understand that creating a blog content is not as easy as said. One great way to create effective content is to think about what questions your target personas will have in mind while looking for your products. For example, if someone is looking out for Asian Paints, he would want to know about what kind of colours the company makes use of, its quality, what is the difference between Oil Paints and textured paints and so on.

Establish Thought Leadership:

Your content should not be blatant self-promotion, it should be a thought-provoking article approaching the viewer and bringing him closer to your brand. As a business person, you need to throw some insights, talk about various topics, provide information about the current affairs and so on. This way, you can build trust among your customers and they will be automatically driven towards your brand.
Talk about the latest trends:

Customers are smart today. Before purchasing anything, they wish to know the product from the bottom so that they do not end up purchasing anything wrong. As a businessperson, your duty is to provide all sorts of the latest information on your product range and the future implications of your products and services. If the customer has received satisfactory information about the product, he or she might turn out as a valuable customer for your business.

Content is branding and not a sales pitch:

Your ads along with the content are important but your content should be aimed at emphasizing your brand. Do not promote a sales pitch through your content. For the promotion of your products and services, there are many other techniques, keep your content limited to provide quality information to your customers. Extend your hand to your customer and act as an expert in the field. Share knowledge and hit it right. Here are our work and ways of looking at Ad from a content perspective.

Informative Ads Sample

Look at above ad, which is very neatly created by our team sometime back for the Adhiraj Capital City.

We know that Navi Mumbai is a hub for real estate these days. In the cutthroat competition, consumers are looking for the right information. LeadFactory has created this crisp and powerful ad copy that covered two important things:

  • Valuable information (content)
  • An interactive design to grab the attention.
  • The Power of the Subconscious:
    Your content should be meant to educate people. In this hyper-communicative world, mostly our sub-conscious mind is taking decisions for us. Your content should create a small space in the sub-conscious mind of the customer. When you have provided your customer with the right information, the customer will take a quick decision about your product when he/she comes across it next time.
  • Put yourself in your viewers’ shoes:
    Last but not least, you need to put yourself in the viewers’ shoes and think if the blog you have created would be a good read for you. Do not talk blatantly in the blog, talk in a conversational way and try to come closer to your customer. The blog should make them feel that they are being heard. Your content should showcase how you are better than others.

Nowadays, quality has outperformed quantity. Instead of throwing hundreds of worthless ads, give your customers an opportunity to go through some valuable information about your product or service, you will surely see an upsurge in your sales soon.

Tags : content marketinggrowth hackinginbound marketinginbound marketing agencyLead Generation
Nakiya Kagalwala

The author Nakiya Kagalwala

She is an avid writer who believes is pouring her heart on the paper. And, when she is not writing, she is looking after her inspiration, her daughter.

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