It’s not always easy for a company to invest in creating the highest quality content that they can, given the fact that most companies are trying also to create as much content as they can to cater to the target audience at every stage of the buying journey. However, by focusing on the quality instead of the quantity of the content a business produces, companies can ensure that they’re able to attract the right customers, at the right time, and on the right platforms, instead of trying to shoot in the dark.
Time
When a potential customer comes across the content from a business, they’re likely not quite ready to make a purchase yet. Although companies have to keep track of their conversion metrics, it takes a while for them to start showing up. That means many great content marketing strategies and campaigns end up being cut short simply because they were focused on generating more conversions as soon as possible, which isn’t a viable goal immediately. However, audiences use a company’s content to make purchasing decisions. They end up discussing the content with their social circles and recommending it to others, but none of that happens immediately. That means companies must stop focusing on conversions and start tracking how helpful and engaging the content is. That means spending a lot more time keeping track of the minutes watched or listened to or the time a potential customer has spent on a page from the business to get a better idea. To make content much more engaging for the target audience, companies can also start investing in storytelling and entertainment, aside from only creating educational content. This way, potential customers will spend a lot more time on the content the company creates, increasing overall conversions.
Skimming
Some people don’t want to read, listen, or even watch everything they see from beginning to end. Plenty of times, potential customers simply want to scroll through the content they’re consuming until they find a section that will grab their attention. That means it’s up to the business when it’s creating the content to make it as easy as possible for potential customers to find that section that will grab their attention. Companies can include bullet points, headers, graphs, charts, or quotes in terms of written content. For audio content, companies can create an outline describing what is being discussed inside the podcast at specific points when the recording is embedded. Lastly, for video content, companies can use slides or chapter markers to introduce every new point that’s being made. This will make it a lot easier for customers to find what they’re looking for, and the audience will understand that the business respects the time and attention of its target audience simultaneously.