15 Rules For Content Marketing Success
Who doesn't want the online customer base to grow? New customers mean more business. More important than that is keeping existing customers hooked up. Best ways to use content marketing to up your customer success.
Table Of Contents
Who doesn't want their online reader base to grow? More readers mean more leads and nore customers mean more business. But more more important than that is keeping existing customers hooked up.
Just like we are hooked up with our favorite pizza brand, we would love it if our online visitors were loyal, engaged and returned to our website. But the game of content is different and harder, no doubt.
It is a well-established fact by most well-established brands that winning customer satisfaction is a much deeper process, even harder in terms of content marketing.
Just as loyalty and retention are major keys to a successful business, loyalty and retention are key to content success as well. More than often, in this age of information and technology, content managers seek their strategies and directions content marketing rather than online advertising.
Customer success concerns creating and holding the space for customers to feel part of an ongoing community, wherein they have a purposeful relationship with your brand. This has been described by business planners to be the tool to bypass the need for customer support.
But how do we do it?
These are some of the best rules to use content marketing to up your customer success.
Rule #1. Make sure your content is relevant to your website and business
Platform relevance is very important: forget the idea that you should promote the same thing everywhere. That’s not what consistency is about. Consistency is making customers in different online spaces feel like you’ve put thought and effort into your work. People who read blogs acknowledge that relevant and detailed reads add value. This means material related to your niche and in detail is desirable, along with links to relevant content and resources to help your readers further.
Not to mention, longer, in detail, content is another one of the SEO cornerstones as it helps attract long-tail keywords as much as possible.
Rule #2. Share your content only on relevant platforms
First, acknowledge the fact that only publishing content on your website isn’t good enough these days. Your website is just one of the millions of places online, where people might discover your content (provided it ranks).
Content is everywhere and overflowing and the market is very competitive. you might be surprised to know the fact that over 3 million blog posts are published daily.
Sharing is the key here. If you are not already doing it, start doing it now.
Having said that, sharing only works well if done on relevant platforms. When your content is available on relevant blogs, multiple platforms, various media outlets in multiple forms such as images and videos, or even audio recordings, this can boost engagement and help spread the message.
Rule #3. Focus on high-quality content
Make sure that your blog posts are well-written and that they contain valuable information that can help readers. Your blog content should be relevant to your industry and offer insight into topics, your customers really care about.
You can do some research on what your customers need to know in various ways.
As of today: Content is not the king, but
Quality Content Is The King
QUOTE: “The quality of the MC is one of the most important criteria in Page Quality rating, and informs the E-A-T of the page. For all types of web pages, creating high-quality MC takes a significant amount of at least one of the following: time, effort, expertise, and talent/skill.”
Google Quality Evaluator Guidelines
Why Focus on Quality?
I'll be short. For the following reasons:
- It is Readable.
- It is Engaging.
- It can improve rankings
- It is helpful
Read: Why High-Quality Content Will Always Be The Best Digital Marketing Strategy?
Rule #4. Do complete research for user intent
For instance, you can use Google Trends to see which topics are trending at the moment and then connect them with your industry if possible. You can also use Twitter to see what’s trending as well as search consoles on other social media platforms.
One of the ways to get information on what your customers want to know is to go through Quora, in your section. People ask questions there and you can discover what people want to know from you.
Another method intensively used by SEO specialists and content marketers is to research topics and ideas using tools such as Moz Keyword Explorer and SEMRush. These tools are highly efficient and give you an insight into what keywords are papular with users and what pages are ranking for these keywords. This can give you a better picture of what online readers are looking for and what pages are papular with them. You can use this information to provide relevant and better, higher quality content, which can help you rank better with search engines.
You can also take a look at what your competitors are writing about and then do something similar, only better.
Rule #5. Strive to establish authority
Make sure that your content puts you as an authority in your industry. You can also share guest posts as a way to spread the word about your business on more fronts.
Of course, you would have to adapt this amazing content for different platforms on the web. Infographics are one of the best ways to adapt your content to something even more readable and easy to share. It’s a great material for you to get reference links and a ton of brand awareness.
Rule #6. Adapt your content for the platform
First, you need to do your research and see where most of your audience is. Facebook is the most papular platform but for you, it may not be Facebook that can work for you.
It could be Instagram or Twitter, Snapchat or even the newest, trending social media Tik Tok. All of these different social media platforms can be useful to you at the same time, but you need to figure out where you want your focus to be.
On Facebook, consumers appreciate images and videos more. Live videos are particularly effective. Another example is that you can deliver important information through live videos and share industry news too. in fact, visitors spend more than three times on videos that are live than videos that are no longer live. If you are focusing on facebook, remember:
- You post regularly
- You respond quickly to customers who are engaging
- Learn the best times to post
- Learn ways for maximum engagement
If your audience is mainly on Instagram then that’s where you need to be too. Your content would have to be consistent with the platform. This means creating great images that work well with the platform. Of course, you can add plenty of written content in your captions.
Insta Stories are also a great way to drive attention to your content and products. It’s a part of Instagram that works really well for brands and it can be a good place to add your advertisements and promotions. Use IGTV to deliver messages that work well in video format.
Read our guides for Instagram for businesses
Facebook vs Instagram Ads Paid Content Promotion Review 2019
Instagram Growth And Engagement Tips For Social Media Marketers
Top Instagram Tips To Make It Work Better
Emails engage customers and non-customers. Incorporate weekly reminder emails of ongoing deals and monthly newsletters to maintain engagement.
But emails are not just good for promotion. You can use emails to share all sorts of things and also connect your customers to your channels like your social media, any forums where you appear, your YouTube channel, landing pages, etc.
Only sending promotions doesn’t really work. This is because your customers will get bored from that and probably unsubscribe from your services. So, you also have to send them something useful and fun. For one, that could be your blog posts or a roundup of blog posts from across the web that you think will help them. You can also send them videos or anything similar that would help them in any way.
A nice thing to do is to create a series of emails that help your customers learn how to use your products or services. You can also send them some testimonials, product reviews or anything similar that can help them understand your brand better. Even telling them a story of how your brand first started off and how you became what you are now, it can help you win them over.
The text should focus on short messages (160 characters is a good rule of thumb). Keep text messages succinct.
Text messages are a unique way of getting to your customers but somewhat useful, depending on when. Of course, the first things you could send is some discounts or offers that would spark their interest and prompt them to purchase soon.
You can also send them some short but interesting content pieces that can help them in some way. It can entertain them if you use some emojis or something similar.
Keep in mind that you shouldn’t text them too often as they can get annoyed with your text. Text them only when you have something relevant to say.
Rule #7. Recognizing the success gap
This refers to when your customer functionally finishes what’s needed for your product to do, what they want or need it to do or even if the product could still fail to deliver it. This is where you as a brand owner can’t make guarantees of success. You must cover the success gap with your content in powerful mobile marketing campaigns.
This means sending your customers useful content that could help them use your products in all the right ways so that they can succeed in what they need to do with it. The only way they can be satisfied is if they are successful with your products or services.
Rule #8. Produce content in multiple formats
The content that would help them could exist in multiple formats. For instance, it could be in the form of plain text, whether it’s a pdf, a free ebook you send them, a series of blog posts or something similar.
The content can be in the form of a video as well which is really useful for people who prefer watching over reading. Generally, it can be even more effective than the text format as it can actually show them what to do. It’s not too expensive or demanding to shoot a good video. You don’t really need any special effects or something crazy. One skilled person showing and talking is all that’s necessary.
Rule #9. Refine your content further
You can make it even simpler for them to remember and then provide interesting infographics, charts, tables and so on at the end of both formats. Checklists are great too.
Audio format is also helpful and it makes your product more accessible. Moreover, it can help people fix things and do things while the audio helps them do it.
Remember to explain how to fix the most common problem and answer their most pressing questions. You can do this by gathering information from users and delivering content based on those questions.
All of this can help them achieve what they need to and it helps with their satisfaction with your products.
Rule #10. Reader engagement is crucial
Become known to your customers as a helpful and relevant content resource. Interactivity and reputability are cornerstones to this – you need your customers to know you are reliable and trustworthy. Otherwise, they will source their information from elsewhere.
“The reason why interactivity is so important as well is that psychologists discuss how feeling part of something increases the feeling of trustworthiness. This is how you create satisfied customers out of readers,” says Daniel Simpson, project manager at Custom Writing Service and Assignment Service.
There are many ways to provide interactive content. For instance, people create interactive infographics that allow customers to scroll, move around as they wish and see the information that they like or need. You can do this as well at the end of your blog posts or videos.
Rule #11. Add fun to your content
Make your videos fun. 360 video is a great way to include your customers in the process of getting information. They will like the fact that they can actually play around with your videos instead of just observe.
You can do various things with text to help them feel included. For example, provide a blog post based on the personality quiz.
Or provide further useful blog posts based on that quiz after compiling results and carrying out data analysis. Facts hook readers.
It can help them get the information they need, but in a more interesting way than just landing at your page and reading around. Format your text in a way that allows them to access only the parts that they actually care about.
Rule #12. Target customers with profiling
If you know exactly what kind of customer demographic you have, targeting them will be a lot easier. Define your ideal customer and your company will become more about customer success than sales success, facilitating higher brand growth. Without knowing your ideal customer, you will not be able to personalize everything towards them, so keep the profiles few and detailed.
Imagine specific scenarios where the customer has a problem that you are able to rectify with your product and your product alone. You must have both the ability and authority to help the customer and they must be willing to accept the help.
Rule #13. Tailor your content to customer personas
Creating customer personas can be a useful thing to do as you can then always speak directly to that one person, instead of speaking to a huge group. Define their likes and dislikes and then define what they do, what their worst or nightmare problems are, how they feel about themselves, what are their habits, what do they use your product for and so on. There is a lot to put in a profile like this but the more details you add the more likely you would be to guess right.
You can then use this profile to create content for your customers and attract them through advertisements too. You can go to social media where they are most likely to be too.
Rule #14. Create content for different stages of the customer journey
“Customers don’t simply have an issue then jump straight to the cart of your store. There are separate and important parts to their journey that ultimately leads to them purchasing from your brand. Meet
them at every stage and you will have a much greater customer success rate,” Says Adolfo Stout, marketer at Paper Fellows and Boomessays.
First, customers show interest. They conduct research to ensure they are interested in a good avenue. Provide them with information in the form of podcasts, eBooks… Then, incorporate studies and more accurate literature to have for them while they’re considering working with your brand. Free trials and FAQs are great for when your customers are at the purchase stage. Finally, emails, forums, and push notifications increase customer loyalty after purchase.
Content is a great way to keep your customers engaged and interested in your brand. Maintain this recipe for customer success and you will see increases in your response rate and a rise in sales success too.
Rule #15. Create and maintain a content schedule
Last but one of the top three rules, discovered, tested and acknowledged by all successful brands and their content marketing teams, including quoracreative is CONSISTENCY
Consistency is where most fall back and consistency is what helps you lead the game.
To clarify a bit, consistency should not be confused with quantity. Of course more content is better(provided it is of great quality) but you need to maintain the frequency of publishing. It doesn't help if you publish 40 articles in a single month and then go quiet for 3 months, come back and do the same.
It is better to spread your publication evenly over the period.
Why does it matter? Think about it from this angle. If you are professional and you are involved in content production, Is it realistic for a single person to produce 2500+ words articles each day, maintaining high quality? It sounds like an alarm. Either there is a content farm in place or doing the work for you to play with Google algorithms for ranking or something else but fishy of course.
In short, know your capacity and maintain frequency accordingly. Do not try to play with Google algorithms.
Packing it up
Content marketing is here to stay. Platforms, method and mediums of delivery might change but consuming content is one of the fundamental human habits. It has been for centuries. We have loved storytelling and listening to those stories, for thousands of years.
Under the skin, the same basic human functions are in play, guided by our genetics. If you have something good to tell, you'll always have an audience for it.
Content marketing can help you incredibly, if done right.
About the Author:
Aimee Laurence is a part-time lifestyle blogger at Essay Services and marketing coach at Academized. Her roles include finding solutions to the many problems new businesses face, and increases their communication efficiency. She also blogs for EssayRoo.