Digital marketers: 3 steps to create engaging and visible content

Digital marketers and communication professionals are struggling to find effective ways of how to produce content that will increase sales. Not “just” produce, but to keep it relevant, maintain engagement with present and to find new potential customers.

During my professional career as a digital marketing consultant for my customers, I face that challenge every day. Struggle to produce, visible, relevant and content that engages present and future consumers.

In his article, Ian Cleary explains how to monetize online presence using PRISM funnel. In order for the business to build sales, the first thing to do is to have an influence on customers. In online communications, influence is the process of building a relevant audience that businesses engage with content. Every business wants to be influential and to have influencers on their side. Following PRISM structure (see illustration below) businesses find people to build relationships which lead to inbound traffic and more subscribers. At the end of the journey is monetization where business and customer have a deal.

Prism (Source: RAZORSOCIAL)

It is very important to the business to have well-structured and linked thematic web content, and Anum Hussain from HubSpot, explains how it leads to better page ranking on search engines and engagement with customers. Having a website or a blog with more links to related content across the same site or blog, the better we ranked. Better rank leads to engagement with the high-value market and consumers.

For content to be visible and create engagement among high-value market it is necessary to implement 3 steps:

1. Create content that builds engagement and relationship with the audience. Customers love quality content that provokes emotions and contains facts easy to share so it becomes viral. Then business has each engaged user as a marketer.
2. Even quality content needs structure. Build well-structured content with related internal and external links. As a result, content becomes more easy to find and engage with. Use social references whenever the content is shared on social networks
3. Be continuous with a content plan that will ensure consistency, relevance for content consumers and increase authenticity. Users easily forget a one-time article. Continued relevant content from authenticating source engage users to their path to become consumers.

Content is what users first consume before they make a decision to engage more, buy products or use services, so it is essential for business to create quality and relevant content that users will not easily forget.

As a digital and social media marketing consultant, I spend my time helping business and organizations to engage with their target audience to keep current and find new customers. Occasionally I write blog articles about marketing and digital communication for global and specific audiences in Bosnia and Herzegovina.