Great content puts customers in the driving seat

What’s proven to impact audience decision-making more than any other marketing technique? Engaging content. After all, there’s a reason everyone (OK, maybe everyone in marketing) has heard the phrase, ‘Content is King.’ 

Why? It boils down to the fact that we, as consumers, don’t like being told what to do. Rather than being talked at, we want to feel in control and make our own decisions. I mean, isn’t that one of the best things about being an adult? Little surprise then that 70 percent of people would prefer to learn about a company or brand through articles than advertisements

Whereas many consumers distrust traditional marketing, content is more about delivering value to the consumer, informing, and educating them. In this way, it puts them in the driving seat; they can learn about your company, expertise, and services in their own time, and then make an educated decision to act upon it if they wish. With all the choices that we have with regards to both the type of content we consume and how we consume it, they feel as though they’re getting exactly what they want, whether that’s to be informed, inspired, or entertained, when they want it.

When a consumer feels as though a brand is providing them with value, they build a level of trust and a sense of loyalty with them. In fact, HubSpot states that “consistent, high-quality, and engaging content impacts audience decision-making more than any other technique.” 

This is why putting out quality, useful content is everything for brands; more than three quarters of consumers (76%) say they would buy from a brand they feel connected to over a competitor.

No matter what type of business you run then, surely it makes sense to invest in publishing quality content? And while other content marketing channels like video and podcasting continue to grow, 77% of Internet users read blogs, proving they’re still a great way to connect with your target audience and share the latest news, tips, and goings-on within your business to heavily influence a potential customer’s view of your brand, capturing their attention, building trust, and keeping them coming back for more. And the more consistent, high-quality content you produce, the better it’ll be for your SEO efforts, helping your business become more visible online and building trust and authority with your audience. 

However, creating engaging content takes time. The typical blog post takes around four hours to write…a lot of time if you’re doing it yourself. Even delegating or hiring and managing others to create great content can creep into a full-time job. Outsourcing your content writing, on the other hand, can speed up the process and help you scale far quicker and more affordably. 

Need help taking your content up a gear? Drop us a line and we’ll put everything we can do into words.