Every minute more than 500 hours of video are uploaded to Youtube, more than 350 thousand tweets are published, more than 180 million emails are sent, more than 400 thousand contents are posted on Instagram and more than 40 million messages are sent through Whatsapp.
In this context, in this immense sea of content, companies want and need to be heard. Entrepreneurs and businessmen make invaluable efforts to attract the market’s attention; however, achieving this is becoming a greater challenge due to the exponential growth of the amount of content produced daily.
The big question is: How can we stand out in such a massive environment as the Internet and make sure that our contents effectively reach our potential customers?
Here are five keys to creating effective digital content that will help you increase your online sales – take note!
1. Have a defined objective
Each content you publish on your digital channels must contribute to a specific objective that adds value to the customer and the business.
A good way to determine which objectives to pursue in our content strategy is to analyze the sales funnel for each customer profile we target.
Remember that the sale is not an event, but a process; that is, the objective is not to close the sale as such, but to build a relationship with customers (potential and current) to help them meet their needs and become ambassadors of our brand.
These are some of the objectives you can achieve through your content strategy:
- Attract: Get potential customers who do not know you yet, interested in your value proposition. Example: A Lead Magnet is a very effective type of content to attract potential customers.
- Generate Trust: Get potential customers to trust you, your company and your products or services. Example: Content such as webinars, testimonials and social tests work very well here.
- Engagement: Strengthen the emotional relationship that exists between customers and your brand. Example: Storytelling is an excellent type of content to reach the heart of your customers.
- Branding: Make your clients remember your brand and your distinctive signs. Example: A catchy tune or a bit of humor is a great way to stay in your customers’ minds.
- Convert: Get customers to take a specific action: register, subscribe, buy, call, etc. Example: Here you should use content with very specific calls to action and use tools that make it easier for the user to perform that action, such as forms or landing pages.
- Educate: Teach your clients about the product, your company, how to best use your product, what is your differential, why you are worth what you charge, etc. Example: Tutorial-type video content is an excellent way to educate customers.
- Loyalty: Get your current customers to keep buying from you and also recommend you to their friends and contacts. Example: Surprise your best customers with exclusive content and unexpected invitations that make them feel important.
Depending on your business model or the type of products you offer, you may have to achieve other objectives so that customers are encouraged to buy and recommend you. The important thing is that you understand very well their motivations, needs, doubts, fears and purchasing processes.
Once we have defined our objective and have a clear perception of who we are addressing, the next step is to identify the key elements to make our content relevant. Being relevant means sending the right message to the right person, through the right medium and at the right time.
Before creating any type of content, you must be clear about the potential customer profile you are interested in reaching. Having a clear idea of your target audience, you will be able to choose the most relevant channel, time and content.
If your clients are executives, probably the most relevant channel for you is LinkedIn. But, if your clients are young, Snapchat or Tik Tok may be more effective channels for you.
In the same way, the tone of communication and content should be adapted according to the profile of your target audience and the characteristics of the selected channel.
3. Make it Simple and Attractive
Whatever type of content you are going to create (video, text, audio, images, computer graphics, etc.) make sure it is simple, attractive and compelling. Don’t waste your users’ time with content full of irrelevant information. The less words and seconds you need to explain a concept or to convey an idea, the more effective your message will be.
Take care of aesthetics. Remember that you are not only communicating with words, but with all the elements that are part of your content: colors, design, font, etc. Make sure that all these elements are congruent with the brand concept you want to create and with the message you want to communicate. A bad design ruins a good message and generates distrust.
Also take into account the user’s experience. Avoid using elements that are annoying at a sensorial level (aggressive colors, too small fonts, annoying noises, etc.) and that generate frustration to the user.
4. Adapt your message by taking advantage of viral triggers
On the Internet, how you communicate your message is dramatically influenced. Including elements such as a good story or a touch of humor can help your content spread virally.
These are some of the factors that help trigger the viral effect among web users (I’m sure you’ve shared some content yourself for these reasons):
- Inspires me: Inspiring content is content that fills the user with motivation. For example, those stories that show how a person manages to overcome despite the adversities he or she faced.
- Excites me: If you get your users to generate a strong emotion when interacting with your content (sadness, happiness, anger, etc.), they will most likely decide to share or comment on it. It pushes your users’ emotions to the limit!
- Identify me: Make your customers identify themselves or someone close to them in your content. The effect is something like: “Look, that’s me…” or “Look, that’s you…” These types of content achieve a high level of engagement.
- It helps me: If the user feels that the content adds value because it teaches them how to achieve something, they will share it with other people to whom they feel it will also be useful. Content such as webinars, tutorials, recipes, etc. have become very popular. In addition, it is an excellent type of content to educate the market, generate trust and loyalty.
- It connects me: It’s content aimed at tribes so that they feel part of a whole. For example, content that appeals to the gastronomic or cultural elements of a country, causes the effect: “I am part of this country and I want others to see how beautiful it is…”
- Trends: If you manage to creatively take advantage of a trend of the moment, you will achieve a great deal.
The viral effect is not something that is easily achieved, but if you adapt your message to make it much more persuasive, you are sure to get closer to it.
5. Optimize for the algorithms
We already have good content that our users potentially like. Is the job ready?
No. On the Internet the challenge is: “Create content that people and algorithms love”.
If your content is optimized for the algorithms of search engines and social networks, you will achieve better positioning and gain greater relevance, ensuring that it reaches more people.
Here are some tips that will help you optimize your content:
- Structure the content: This way it will be easier to read by users and search engines will be able to track it better. For example, there are html tags to indicate that a part of the content is a title (h1), subtitle (h2) or paragraph (p). Also, it helps to use bold and italics to highlight parts of the content that are relevant.
- Linking: Take advantage of the interactivity of the Internet to build content full of valuable information and include links to complementary information both within your site and outside it. You can, for example, build content networks so that the user stays longer inside your website.
- Choose the right keywords: Use keyword research tools to find the right keywords to boost your sales. Identify what your customers are looking for and how they are looking for it in order to generate content that responds to those searches. Well-positioned value content will be a constant source of qualified traffic and customers for your business.
- Short and attractive titles: The title is the most important element of attraction and is the first thing your potential customers see when they come to you through search engines or social networks. Make sure you put the most important and eye-catching words at the beginning of the title. Tip: It works well to use numbers in titles; for example, 10 Keys, The 7 Secrets, 5 Reasons, etc.).
- Cover image: Check that the image associated with the content when it is shared in social networks is an attractive and persuasive image.
- Extension: A content must be as extensive as it should be. Avoid spreading yourself too much and filling it with irrelevant information just to make it more extensive. Remember that the most important thing is that the user enjoys the content. Tip: If you create a written content, try to structure your ideas in short paragraphs (maximum 4 lines) to make it easier to read and more enjoyable to the eye.
- Context: Take advantage of trend analysis tools to publish at the right time. If you manage to position a content in a key context, you will generate a great amount of traffic for your business. Also, it is important to understand at what time of day your content best fits into the customer’s daily routine.
- Graphics: Graphical content is very viral. You can publish them directly or use them to accompany long texts and make them more enjoyable. Images also position themselves and have a high potential for viralization on platforms like Instagram, Facebook and Pinterest.
- Writing and Spelling: The algorithms have become very sophisticated and are able to recognize the quality of a content. In addition, content that is full of errors will only generate distrust in your customers.
All these elements are details that make the difference. Be sure to use them to your advantage.
Measure, Analyze and Optimize
Finally, it is important to mention that every business and every digital platform is different, so there is no “magic formula” for success on the Internet. It is a matter of being very creative, encouraging us to experiment, listening to our clients, taking data, analyzing and optimizing according to the results we obtain.
Free tools like Microsoft Clarity or Google Analytics, among many others, will help you to know your users better and identify which types of content work best for you.
Try out different content formats and explore all the potential that the digital world offers.