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content is a core component
Content includes website copy, brochures, emails, social media posts, banner ads, search ads, print/ radio/ TV ads, and almost anything else that we create to inform our consumers about our products/ services/ events, or get our customers to interact with us and purchase our goods/ services.
And when referring to content, we’re talking of not just any content, but only quality content.
Creating content for the sake of creation and focusing on quantity rather than quality is counter-productive and can lead to loss of customers.
We often get requests from companies that want to post content on their social channels every day, sometimes, even more than once a day. Their management insists that they need 7 posts a week on Facebook and Instagram (and Twitter and Snapchat too). They get their staff or their ad agency to do so. What do you think happens in such a case?
Content is most effective when it’s presented as a story, one that coincides with your audience and the stage of the buying journey that they are in. The same content can’t appeal to all people. And that’s why one of the key criteria in content creation is definition of ‘buyer personas’.
Creating and writing quality content, and then marketing that content, are both difficult, painstaking, and time-consuming. But when the effort is put in to do them correctly, the results are significant.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
“Content marketing is a commitment, not a campaign.”
“What is written without effort is in general read without pleasure.”
Once the quality content is created, it’s also extremely important how it’s marketed and to whom. Once again, ‘buyer personas’ become relevant here. Depending on your audience type and their stage in the buying process, your content would need to be tailored. That’s why savvy content marketers have different pieces of content being marketed to different people.
Take for example, an email you sent to a person about the new product you’ve just introduced. If that person didn’t open your email, your next email to them should be a variation of the same content with a different heading. On the other hand, your content to someone who opened the email, and clicked on the button that took them to the website, but did not make a purchase, should be different, giving them more reasons to buy that product.
And further still, your content to someone who actually purchased the product after opening the email and going through to your site, should be different by thanking them, or showing them similar other products that they might be interested them, or giving them tips on how to make the best use of the product.
And that’s why content marketing is difficult. Because you don’t just need the different pieces of content, but you also need systems that enable you to track the buying stage of your audience, so you can tailor the right content for them.
But that’s not to say, that it can’t be done. With the right focus and effort, content marketing can yield tremendous dividends.
Content Creation & Content Marketing
via Gr8 Services
Here at Gr8 Services, we have a team that is insanely focused on creating quality content.
We’ve written content ranging from our own website (of course!) to medical websites, researched and written content for dozens of surgeries, promotional campaigns for hundreds of clients, thousands of social media posts, and more.
The focus on content creation is then backed with the right marketing, which is what translates into the success that our clients see.
We’ve had feedback from our clients that when we post about a specific service/ promotion on their social media pages, they immediately see the increased footfall in-store and business growth. And that’s proof of content doing its job!
Being part of the WSI digital agency network, we also have access to a team of 60,000+ content writers, whether it be for short social media posts, or for long, technical blogs.
So, whatever it is you need with regards to content creation or content marketing, we can help.
We, Gr8 Services, based in JLT, Dubai, are the agency of WSI for the UAE and the larger GCC region. Founded in 1995, and headquartered in Toronto, Canada, WSI is the world’s oldest and largest digital marketing agency with 1000+ offices across 80+ countries.
WSI has the largest global footprint of any Google partner, and has global alliances with the who’s-who in the world of digital marketing. WSI has pioneered innovative methodologies for marketing success in today’s digital world and has thrived on the performance and results delivered. A spate of global awards are the recognition of those results – including the Top Agency Award by WMA (Web Marketing Association) for 2019 & 2020.
WSI always customizes their digital strategies to the specific needs of their clients and spends time and effort understanding the client’s business. With WSI, you get the benefit of global experience that is adapted to the local markets. WSI’s promise is that we will never recommend a marketing service that does not contribute to your business growth.