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What’s the PURPOSE of Your Content?

As a content creator, it helps to have a distinct goal or series of goals that will help drive your online presence.  Here are some ways in which you can help drive your content, including an overview of developing your content for your customer’s life cycle, creating content that acquires customers, creating content that converts customers, and creating content that retains customers.

Developing Content for Your Customer’s Life Cycle

Every content marketer should have a goal in mind when developing a content marketing strategy.  One solid way to be able to compare your content data against results is to attempt to tailor it to your customer’s life cycle. Though there are several theories of customer life cycle, a common one notes the following stages: reach, acquisition, conversion, retention and loyalty.  Content marketers and creators should aim to develop content strategies that touch upon all these stages.

Content marketers and creators who attempt to reach customers in all stages of the life cycle can analyze their results to determine whether they have reached the desired goals.  If you find that your content strategy is coming up short, it is then effective to review the strategy and restructure the content accordingly.

Content that Acquires Customers

Fun, exciting content grabs a reader’s attention.  Many companies garner viewer attention through the use of interesting memes and digital video content.  Using these strategies, people are drawn to the content and desire to know more.  Successful customer acquisition marketing is, for example, the interesting headline that will grab the reader’s attention, or the topical joke that drives a person to share an image or video.  Additionally, Email marketing is a great way to create interest in your product or service.  You can use your email subscriber list to provide useful insights into topics related to your business, and in some cases, you may also be able to share email lists with your partners.

Particularly with social media, your content has a limitless potential reach.  As more people share your content, your content is exposed to others who may someday be potential customers.  However, content that garners interest in a new product or service still has another step before it can create clear results for a business owner.  The person who is now interested in your company must be converted into a purchaser.

Content that Converts Customers

Once you have created content that catches your reader’s attention, it is pertinent to engage that customer.  This is where you can get creative with your marketing strategies.  Typically, companies do this by generating content that seeks customer engagement.

A strong current trend is to leverage video as a medium via which to convert customers.  Video offers the opportunity for your potential customer to interact with you content by way of demonstrations, or by watching testimonials of satisfied customers.  Positive reviews can also convert customers, as can advertorial-style content that highlights products or brands that you sell or work with.

Content that Retains Customers

There is a breadth of ways to retain customers via your content.  Typically, incentivizing them by offering some kind of reward is a way to ensure that your customers come back for more.  These days, many retailers leverage the repeat customer by generating content that offers people opportunities to redeem rewards.  These can range from simple applications such as Foursquare prizes that customers can unlock for “checking in” to a store location, or offering incentives for people who share your content through their social networks and email blasts.

Another solid method of generating content to that retains customers is to offer a periodic digital newsletter full of items and discounts that may of be interest  to them.  If you can continue to produce content that is of interest to your audience, you will become respected as a leader in your field, and can expect to reap the benefits of a repeat customer base.

Also, social media interaction and engagement is a great way to develop solid relationships with your customers.  Companies that respond to individual Tweets and openly address customer service issues via social media have had tremendous success in terms of returns for the effort they’ve put into their social media platforms.

With these thoughts in mind, a content creator can develop a content strategy that reaches consumers at every stage of the life cycle This will work to help you acquire new customers as well as engage current customers in order to make them into repeat customers.