5 tips for content your audience will love

No matter if you are a copywriter, editor or content manager, we all face the same problem every day. How to produce content that our customers will not only like, but love and care so much about that it will be shared across all platforms.

Bookboon author Errol S. van Engelen provides solutions for this problem in his ebook “12 Smart Practices to Improve Marketing and Sales”. The ebook offers helpful advice on everyday content marketing issues for people working in marketing or sales.

This is how you get your customers attention.

Don’t sell, communicate!

Content marketing is focused not on selling, but on communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent, ongoing valuable information.

The five main topics of content marketing are:

Content: Create targeted content which matches the basic issues and needs of your ideal customers (target group). Market and promote that content as widely as possible

Lifecycle Marketing: Customers and potential customers go through different stages in the interaction with your business or your products or services. Enter the account and determine different marketing campaigns

Personalization and customisation: Learn through lead management over time more about the specific needs of your leads and improve your conversion rates significantly through personalized and individualized online conversations and dialogues

Multi-channel and Integrated Online Communication: Users decide through which online platforms or channels they want to interact with your company

Integration: Manage all your content with a central online cockpit (digital marketing tool) that links all online channels, so that you are able to publish the right content at the right time at the right place (the online channel).

Tip: Sharing is caring and what is cared for is typically also shared. Providing high quality, useful and relevant content for leads and customers is part of Lead Management and the goal of content marketing.

The ideal customer

The whole idea is to develop content that will specifically address your ideal customers. Make sure your marketing content is able to attract exactly the right prospects for your company and products or services and make sure that one-off customers turn into returning customers.

In content marketing, it’s more about publishing the right content at the right place (online marketing tool or channel) and the right time in order to create value and relevance for your leads and potential customers, so that content marketing helps you indirectly to build your positive image and turns leads into passionate promoters of your brand.

If you would like to find out more about lead generation and content marketing or need tips on how to grow your customer base download “12 Smart Practices to Improve Marketing and Sales” by Errol S. van Engelen at bookboon.com. For tips about SEO click here.