The coronavirus changed many things, including communication and sales, which also underwent a radical change. One of the most obvious changes was that many people lost faith in many things, such as government and health institutions, and the media.
Unable to go out and distrustful of those appearing on television, people turned heavily to the internet, leading to a boom in content creators. According to studies conducted on web traffic in Latin America, traffic grew between 25% and 30%, with news portals being the main winners.
Audiences began to look for other areas to survive and weather the storm. From then on, people began to turn away from the 80,000 news stories published every day about the coronavirus to search for tutorials on how to meditate, bake bread, or start a business, for example.
Content creators had to help bring people with different situations closer together, including brands and everyday activities. Since then, audiences have become fragmented, making the work of these content creators increasingly important.
Generate sales through the value of your brand
To take this measure, let's review the audiences that remained as a result of this, for example: in the case of the three most visited native digital media outlets in Mexico.
In June, which was the fourth month of the pandemic in the country, UnoTV lost 14% of its audience compared to the previous month; SDP Noticias lost 14%; and Aristegui Noticias lost 26%, clearly showing that audiences chose to watch the internet rather than traditional media.
For brands, this represents a tremendous opportunity to capture their customers' attention with content that helps them adapt to this new normal, marked by rapid change and the fleeting nature of information.
This is where content creators must be chosen carefully, always considering how and who best fits the target audience you want to reach as a brand or product. Not all content creators are a good fit for all brands.
Making good use of this option is a valuable tool that allows you to show yourself as an ally and, eventually, demonstrate the value of your products and services.
Information does not stagnate; on the contrary, it flies directly and quickly, because you can always share with your current and potential customers some data, practical advice, and stories that help them solve a problem, get inspired, grow their own business, or improve their lives.
Now, if you're still not convinced about this way of working, here are some facts that may help you take the plunge.Let's take a closer look at the benefits of creating content for your business.
1. Generates brand recognition
This is especially important for new businesses, which during their first years of operation do not have large advertising budgets and cannot afford to lose money on inefficient campaigns.
The better the content, the better the value and consumer engagement you will achieve.
2. Keeps attention on brands alive
Publishing articles on a blog is a great strategy to get first-time visitors to our site to come back the following week or month to see what's new. And eventually, they'll subscribe to a newsletter, send an email with a query, deepen their relationship with the brand, and make their first purchase.
3. It functions as a prospect filter.
If you are clear about who your customers are, what their problems are, and how you can help them with your products and services, you will generate specific content for that unique market segment. And so, you will attract your ideal customer to your site and stop wasting time answering emails or sending quotes to people who, for example, are looking for generic services and the lowest price.
4. Promotes interaction on social media
Anyone who isn't on social media is dead in today's market, soin order for your content to be visible, social media platforms today don't place as much importance on the number of followers an account has, but rather on the number of comments from users or the number of times a post is shared.
And the traction that an infographic on Instagram or a short video on Twitter can generate is one of the main benefits of creating content for your business.
5. Thanks to content creators, sales on websites are increasing.
Quality content is one of the factors that Google takes most into account when positioning a page in its search rankings.
That's why it's so important that the texts on each page, section, and article on your site are not only well written, but also the right length, accompanied by images, include internal and external links, and fulfill their role within your SEO (Search Engine Optimization) strategy.
Sales
6. Grows databases
If the content you publish is interesting to someone, you will surely make them want to know more about your brand and then subscribe to a monthly newsletter or download a free ebook.
The key is to give them that value in exchange for their name and email address, so you can start a conversation that you can continue to nurture over time with new information, new product launches, and special offers.
7. Generates authority
Why is it sometimes so difficult for us to make sales? Because we are unable to show our audience that we are their best option, regardless of the price we charge for our products or how many years we have been in the market. In other words, we are unable to generate trust and credibility.
Sharing useful information, tips, and tools is ideal for achieving this, as it positions us as a generous expert and authority in our field of activity.
As the leader of your industry or community, you will not only increase your sales, but you will also be able to charge more for your products and services.
8. Allows you to connect with your audience through different formats
Your potential customers have different characteristics, including needs, and it is difficult for you to offer them all the answers they are looking for through a single format.
One of the benefits of creating content for your business is that you can work not only with articles, but also with ebooks and downloadable formats, infographics, online training, podcasts, and videos.
https://www.youtube.com/watch?v=B2E17NbT168
9. Accompany prospects throughout the sales funnel
No matter what stage of the sales processvisitors to your site are at, you can always help them with relevant information and guide them towards a purchase. For example, if you sell appliances,you can attract users to your e-commerce sitewith special launches, then nurture their interest with cooking recipe videos, and finally get them to click on the pay button with a personalized promotion.
10. Content creators help generate more sales because they understand new audiences.
In summary, if you achieve greater brand recognition, if you keep the conversation alive with your potential customers, if you educate them about the advantages of your products and services, if you are generous when it comes to sharing information and advice, if you position yourself as the leading expert in your field, and, ultimately, if you convince them that you are their best option, then there will be many more people willing to buy from you.
And then, you will no longer have any doubts about the benefits of creating content to achieve your sales.
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