Ryan Gould 3 years ago
It’s becoming increasingly difficult for businesses to stand out in today’s digital era. This isn’t new news for anyone. But even though it can be a challenge to make your content pop, it’s an essential order of business to drive your bottom line and increase brand awareness.
For many, it may seem like an impossible feat (especially if you don’t have the proper expertise or funds). But, that’s far from the truth. In fact, there are several digital marketing tactics you can follow to stand out in the sea of competition. Let’s dive into what these tactics are.
Did you know that 72% of marketers are producing significantly more content than they did a year ago? Yep. You heard that right! That means that the competition for attention is fiercer than ever before, but it’s not anything that you can’t overcome with these tactics.
We like to think of a unique selling proposition (USP) as your unique differentiator that sets you apart from the rest of the industry. A USP is important to establish because it is the thing that makes your customers want to purchase from your brand instead of the competition.
A USP could be your price point. Or, it could be the quality of your product or service. Either way, figuring out what your USP is a crucial step to make your marketing strategy effective. Once you establish what your USP is, you can then create articles and other content based around your USP to further pique your customers’ interest.
Where do you start? To do this, you will want to create a keyword strategy to ensure that your content is SEO-friendly and a topic that your ideal customer is searching for in search engines. But after you’ve completed your keyword research, you can begin the writing and/or design process to craft content with your USP in mind!
If you don’t know who your ideal customers are, creating content will be like throwing spaghetti on the wall just waiting for it to stick. This is why crafting buyer personas (or semi-fictional representations of your real-life customers) is essential to elevate your current and future content.
To create these personas, you can interview your current customer base to figure out their demographic information, pain points, sentiments, and more! You will want to note everything that is said in these interviews to make your personas as accurate as possible. Then, after your personas are created, you can create content that brings a sense of “humanness” to your content.
Want to know a problem that many businesses run into when they start writing content? They focus on too many selling points! Focusing on too many selling points is confusing for potential customers leading them to click off your website in a matter of seconds. (I mean, what do you do when a website or article is too confusing to comprehend?)
No one has the time or energy to decipher what your company does or provides. That’s why it’s your job as a business to paint a clear picture for your audience of what you do and who you are.
Our main piece of advice is to choose one selling point per marketing campaign and stick to it! By highlighting the benefits of only one selling point, your readers will be more likely to convert on your next marketing campaign (and possibly become a customer)!
When you think of top brands like Disney, RedBull, or GoPro, what do they all have in common? They are all companies that have a brand personality that inspires.
With Disney, you may associate the company with magic, family, and happiness.
With RedBull or GoPro, you may think of adventure, travel, or adrenaline.
Now, we will pose the question to you. What is your company’s brand personality? What words do you want your customers to associate you with?
Content marketing is a great way to showcase your brand personality to the world and get your ideal buyer to feel an emotional connection with your company. (Because, who wants to do business with an unemotional, bland brand?) We will tell you upfront that embedding personality throughout your content is one of the sure ways to get heads turning!
Lastly, you will want to analyze the different gaps in your industry. The best way that you can find these gaps is through interviewing your customers about the different things they want to see more of in the industry. Of course, you will want to ask specific questions, but performing customer interviews is the #1 to ideate new products or services. Once you’ve looked deeper into your customers’ interview answers, you can then make offerings and content that is different than the rest of the industry.
If you are working with a completely new, groundbreaking idea that the rest of the industry hasn’t acted upon yet, you will want to measure different marketing and sales metrics to measure the success of the new product, service, or campaign.
Know that it may not be perfect at first, but you always have room to tweak or optimize the gap you are trying to fill.
It’s 2021. Now is the time to focus on creating digital content to get more traffic to your site and to ultimately collect more leads. By following the tactics we highlighted above, you will be steps closer towards meeting your overarching business goals and get a pool of customers who are actually excited to do business with you. With content marketing generating about 3x as many leads compared to traditional marketing, content marketing isn’t a segment of marketing that you want to neglect.
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Ryan is Vice President of Strategy and Marketing Services, also known for taking complex marketing and business challenges and developing solutions that simplify processes while driving customer outcomes and business value. He also thrives on guiding Elevation teams toward execution of strategies that help companies succeed in new verticals, while staying true to core values and brand integrity.
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