Being present on online platforms has never been as important as it is today. And for your brand to have visibility and become relevant to customers, it needs to invest in the production of quality content!
Do you want to understand the digital content production process and its importance for generating leads? Follow the text we prepared especially on the subject!
Content production: what is it?
O content marketing, aims to producing quality content for your target audience and persona. This content will attract you and help you throughout the purchasing process, in a natural and, best of all, spontaneous way!
This way, your brand becomes an authority on that subject. When someone who consumes your content wants to look for information or buy a product or service, they will look for your brand, because the content was the fundamental pillar in creating a bond of empathy and trust.
Content production: what does it influence?
Content production will influence several stages of a funnel of sales and purchase day of the customer.
Content can have different formats and be distributed across a variety of channels, such as content production for social networks, for example. This content will require a different format than blog content production but may or may not have the objective of involving your persona in the same stage of the purchasing journey.
Let's start generating leads with content production
A very effective content format to start generating leads is the ebook. Through a landing page built to offer this material, you can ask for some data from the person (who will become a lead, as soon as they leave some data for you), which is very relevant to your company throughout the sales process.
Other forms of rich materials, which is what we call materials that can generate leads, are very effective for this purpose, such as creating quizzes, sweepstakes, and even offering a coupon, free trial of your product, among others.
Content production for lead nurturing
After this step, these leads are nurtured so that they don’t abandon or forget your brand. The more content this lead consumes, the greater their interest in the company. The goal at this stage is to get them to “move” through the sales funnel and get closer and closer to the moment of purchase.
The formats and channels for distributing content at this stage are numerous, blog posts, content production for instagram, production of content in infographic format for Pinterest. The content production for social media, as we mentioned in the Pinterest example, must take into account the best format for each channel.
It is also worth mentioning that in the lead nurturing stage, the use of email is also very valid.
Content production to turn a lead into an opportunity
And, to understand if this lead is an opportunity and can become a possible sale, content production is also used! With materials produced for each stage of the funnel, leads can receive materials that confirm the authority and excellence of your company, through success stories, testimonials from other customers, among other content and materials.
You can produce e-books, live broadcasts, templates... in short, there are countless formats for your company to venture into, the important thing here is the topics covered that will favor the moment of purchase. What is not worth it is to stop producing!
Content production on the internet = more leads!
In 2017, RockContent conducted a survey with 3.650 participants from various industries and areas of activity in Brazil. In this survey, it was found that companies that adopt content marketing generate 3,2x more leads! And, the more qualified leads, the greater the chances of sales!
We have no doubt that this number will be even higher in 2021 since, due to the pandemic, companies were “forced” to be present digitally and people, being at home and having more free time, started to consume more content!
So, if you’re not present, you certainly won’t be remembered! And nobody wants to be forgotten, right? We’ve put together some tips to help you start producing content today!
Know your target audience, create your persona
There is no point in producing content for the web without knowing who you are creating it for. Understanding and knowing your audience is the first step.
Understand what your persona needs
Knowing who yours is person, it's easier to understand what she needs, right?
If you are a nutritionist, for example, and your persona is looking for a healthier diet, how about producing an e-book with tips for some fitness recipes? This is just the beginning of many ideas that can be applied! The important thing is to map out your persona’s “pains” and produce content that solves these “pains” and problems of the persona.
Atry yourself for the way you are offering this content
If your target audience doesn't really like watching lives, there is no point in making a special lives during the week, right? Here, it is worth rethinking which channel is most suitable for offering this content.
On the other hand, if the target audience loves lives, this is an excellent way to interact with him and get to know his persona better, through the feedback that this channel makes possible.
Take tests
A/B testing is very important to understand what your audience likes most. In it, the traffic of a page x is divided into two versions: the current one and the one with modifications.
The page that performs best according to your goal is the “winner”. This is a great way to improve the content production strategies you use!
Content production agency
Now that you understand the importance of content for lead generation and know where to start, how about getting started? Count on GS2 Marketing to help you with this process!
A content production agency will be able to map the best themes, formats and channels for each stage of the customer journey, thus creating a strategy focused on real results, as there are several tools for content production, but only an effective strategy is capable of transforming content into profit for your company.