Even though the importance of content has been emphasized repeatedly, building up customers trust, the most effective strategy in advertising and marketing is content. Due to customers being wary with regards to marketing, they look for means and ways in which to connect and trust your company. What makes a customer choose your product, all things being equal over similar or the same products? Firstly, like equals trust and customers tend to choose companies that offer obvious product or service benefits as well as good pricing and would rather choose a company that provides additional informative content on the product or service advertised.
For example, if a customer had to choose between buying eye drops from company A or B, and while browsing reads a blog post on the website of company A that has provided some great content marketing strategies regarding certain problems the ingredients in certain eye drops can cause, the customer will immediately build a semblance of trust with Company A. The customer was provided with valuable and informative information from which they learned something as well as enjoyed reading the article from company A, whereas company B provided nothing of interest or value. You are proving to potential customers, that you want to provide them and educate them with informative resources, as opposed to just trying to make a quick buck. By having your own blog, this is an effective way to market your product by using informative content which in turn can be added to your overall link and strategy for the best results. Always place your focus on what the customers want. For example, you sell vitamins, your customers would want information on what the difference is between natural and organic vitamins, and if taking more than the required dose would harm them in any way, and what new or additional products you have to offer. By providing your customers with topics and points they are interested in, you not only gain their trust by also increase your sales. You can also briefly mention what you do by including a short bio that will link them directly to your website as opposed to specifically pitching your product.
Another great marketing tool when it comes to content is the e-Book or whitepaper. Create a short e-Book on “The Importance of Vitamins” for instance, that will help and inform the customer. Provide a sound resource and not blatant promotion. Then announce that there is a free e-Book on vitamins on your blog and include a link. Set up posts to Twitter and Facebook, so your new posts will be visible, and people following you will not miss these articles.