Quality content as the basis for customer conversion
Posted: Tue Jan 21, 2025 4:36 am
Digital marketing actions must converge paid and organic media efforts focused on relevance
Digital communication and marketing are areas that are built continuously and dynamically, driven by trends that reorient market paradigms and directly influence organizations' positioning strategies. On the other hand, there are pillars that are unlikely to lose their value in consumer relations, especially when we think about ways to attract potential consumers on a journey that can transform into a healthy bond of loyalty with a brand.
Among these pillars, we certainly need to consider quality and relevant content capable of enchanting and transmitting trust to a target audience. After all, as Seth Godin – one of the leading voices in contemporary marketing – prophesied: people do not buy goods and services. They buy relationships, stories and magic.
That said, with the content as a backdrop, the big trick (and challenge) is “how to make this magic happen”. In fact, more than a mysterious pass, this mine map is built from a union of efforts, hard work and the ukraine whatsapp data maximum continuity of a strategic vision in favor of generating results.
Relevance is the foundation for attraction in the organic media journey
In this process of combining actions, our first step is precisely to focus on content marketing, which basically translates into the creation of rich materials on a company's communication channels (blogs, sending e-books via marketing emails, videos on platforms such as YouTube and content directed at social networks).
The important thing here is to invest in creative differentiation and depth in your publications, given that we live in an era of information saturation and avoiding the same old thing and worn-out digital marketing formulas is a pressing requirement. Think about your own reality: where would you, as an internet user, navigate to? To a blog that merely repeats the strategies of the competition or to a channel that actually has something to say?
In this sense, work on actions focused on personalization with your marketing team and try to speak with authority about what you really know. According to Epsilon, for example, 80% of consumers are inclined to create relationships with brands that offer personalized experiences, while an Evergage study showed that 78% of marketing professionals believe that personalization has an effective impact on results.
Another important point is to understand that, initially, content marketing seeks to draw attention to a pain point experienced by your potential customer – they will hardly be interested in direct advertising at this point, but rather in getting information and establishing a relationship of trust with that channel. Rushing, here, is the enemy of conversion.
And speaking of rushing, there is no point in building an organic communication strategy – that is, one that does not depend on the placement of ads or paid advertising – thinking only about the short term.
Remember: organic content marketing is a continuous, “ant-like” effort and real results will come with continuity – Hubspot estimates that the average time for growth in conversions is at least 7 months.
The Role of Paid Media in Maximizing Conversion Rates
And if organic media has the role of attracting, generating trust and continuously converting a base of users/followers/targets, paid media (ads on social media, campaigns in large digital vehicles, Google Ads) takes on the role of providing scale and traction for your brand's positioning.
It is no coincidence that the IAB's Digital AdSpend 2021 report showed that investments in online advertising grew 57% in Brazil and continue to expand, thanks to the diversity of channels and the interest of brands in optimizing their positioning on the web.
But make no mistake: an investment in paid media will only be effective in the long term if it is well planned, takes into account the financial reality of your company and, most importantly, if it contains a strategy of continuous, organic and quality content that supports that initial interaction of a customer who is interested in your ad.
Digital communication and marketing are areas that are built continuously and dynamically, driven by trends that reorient market paradigms and directly influence organizations' positioning strategies. On the other hand, there are pillars that are unlikely to lose their value in consumer relations, especially when we think about ways to attract potential consumers on a journey that can transform into a healthy bond of loyalty with a brand.
Among these pillars, we certainly need to consider quality and relevant content capable of enchanting and transmitting trust to a target audience. After all, as Seth Godin – one of the leading voices in contemporary marketing – prophesied: people do not buy goods and services. They buy relationships, stories and magic.
That said, with the content as a backdrop, the big trick (and challenge) is “how to make this magic happen”. In fact, more than a mysterious pass, this mine map is built from a union of efforts, hard work and the ukraine whatsapp data maximum continuity of a strategic vision in favor of generating results.
Relevance is the foundation for attraction in the organic media journey
In this process of combining actions, our first step is precisely to focus on content marketing, which basically translates into the creation of rich materials on a company's communication channels (blogs, sending e-books via marketing emails, videos on platforms such as YouTube and content directed at social networks).
The important thing here is to invest in creative differentiation and depth in your publications, given that we live in an era of information saturation and avoiding the same old thing and worn-out digital marketing formulas is a pressing requirement. Think about your own reality: where would you, as an internet user, navigate to? To a blog that merely repeats the strategies of the competition or to a channel that actually has something to say?
In this sense, work on actions focused on personalization with your marketing team and try to speak with authority about what you really know. According to Epsilon, for example, 80% of consumers are inclined to create relationships with brands that offer personalized experiences, while an Evergage study showed that 78% of marketing professionals believe that personalization has an effective impact on results.
Another important point is to understand that, initially, content marketing seeks to draw attention to a pain point experienced by your potential customer – they will hardly be interested in direct advertising at this point, but rather in getting information and establishing a relationship of trust with that channel. Rushing, here, is the enemy of conversion.
And speaking of rushing, there is no point in building an organic communication strategy – that is, one that does not depend on the placement of ads or paid advertising – thinking only about the short term.
Remember: organic content marketing is a continuous, “ant-like” effort and real results will come with continuity – Hubspot estimates that the average time for growth in conversions is at least 7 months.
The Role of Paid Media in Maximizing Conversion Rates
And if organic media has the role of attracting, generating trust and continuously converting a base of users/followers/targets, paid media (ads on social media, campaigns in large digital vehicles, Google Ads) takes on the role of providing scale and traction for your brand's positioning.
It is no coincidence that the IAB's Digital AdSpend 2021 report showed that investments in online advertising grew 57% in Brazil and continue to expand, thanks to the diversity of channels and the interest of brands in optimizing their positioning on the web.
But make no mistake: an investment in paid media will only be effective in the long term if it is well planned, takes into account the financial reality of your company and, most importantly, if it contains a strategy of continuous, organic and quality content that supports that initial interaction of a customer who is interested in your ad.