It’s one of the golden rules of digital marketing: content is king.
This rule has not faded over time, and in fact with search engines perpetually finding newer and better ways to tackle spam and other low-quality offerings, high-quality content is arguably more important than ever.
That said, the content game has also become more complex, and what works in certain contexts may be less effective in others. It’s important to tailor your content to target your customers at various points in the purchasing journey, and to help them make the decisions that will move them forward along that path.
Raising Brand Awareness
When you’re trying to make more potential customers aware of your business, it makes sense to go to the places where people spend their online free time: social channels. This means creating compelling carousel posts, short form videos, and media that can easily be boosted or turned into paid ads. Podcasts are another effective way not only to tell people who you are and what you do, but start creating a community vibe around your content.
Driving Traffic
The next step after getting people’s attention is to get them to visit your website, and that requires a different set of skills and tools. Standard social posts based around photos or video can still be very effective for this, but you’ll also want to start adding in infographics, blog posts, and longer-form videos on platforms like YouTube. This gives your audience a bit more information about what your business does, why you’re seen as experts in your field, and why people should trust your brand over your competitors.
Boosting Conversions
Of course, getting people to your website is only half the battle. Turning visitors into customers often requires content that helps them dig down to a deeper level of understanding. For this stage of the journey, you need to be focusing on presenting case studies, as well as creating deep-dive content like whitepapers, or hosting webinars where your audience can actually see your expertise in action. It’s this kind of fundamental trust-building that not only drives conversions, but helps build loyalty so that first-time customers become repeat customers.
In other words, you can’t just put out one or two types of content and expect that to appeal to every customer at every stage of the journey. You need to diversify your content according to funnel stage, so that no matter where your customers are in the decision-making process, they can find information that will meet their needs and help them make a purchasing decision.
Are you aiming to hit the ground running in the new year? Our team can help. Set up a free consultation today so we can chat with you about your goals for next year — we’re excited help your business grow more than ever in 2025!
COGO Interactive is an award-winning digital marketing agency specializing in online marketing strategy, web design, SEO and social media marketing. We work with clients in Virginia, Maryland, Washington, DC and across the nation.
