Ever wondered if the paid content you're using is doing what it should?
Your customers may not value the content you think is valuable when it comes to making a purchase.
It's like a toll-road. Your clients can make their decisions faster by using gated content that contains relevant research and how-to guides. It comes with a price.
Question: Does your customer really care about your content marketing? Would they give you their email address or sign up with their social media accounts to receive it? Your sales pipeline may be important, but your customers may not care.
It's important to earn the trust of your customers by establishing credibility, communicating your value proposition and earning their relationship currency. Let's be honest, the faster the sales and buyer's journey, the better it is for all involved.
Paid Content, also known by the term gated content is any type of internet content that you must pay for in order to access
Customers already manage 85% of their purchasing relationship without speaking to a person, making quality content more important than any other time
Before buying, the average B2B buyer consumes 11.4, pieces of content from a company.
Bloggers who prioritize blogging will enjoy a 13x higher ROI
Use paid content to establish trust and communicate value.
What is the deal with paid content?
Payed content is also called gated content and basically all content that you must pay for to access.
Imagine it as a ticket for a concert or movie. You are paying for knowledge, entertainment, experience – or whatever the content offers. You could pay for:
- Download eBooks
- White Papers
Image source: Digital Marketers World
Your customers do not have to pay money. You can pay for content with your personal information.
- Full Name
- Phone Number
You may wonder why your audience would pay to access content, when there is so much available for free. I have one word to answer that question: exclusivity.
Exclusive content is often paid. The content is usually of higher quality, in-depth or unique. It's also usually copyrighted. This means that it is unique to the creator, or platform, you are buying it from.
If you combine these factors, many of your audience will be willing to add their names to your list in exchange of high-quality content.
Paid Content and Free Content
There is a wealth of organic or free content on the internet. There's tons of free information on the internet, from blogs and podcasts to YouTube and social media posts.
You should think of the free content you receive as an appetizer. The free content is meant to be a small taster of what is to come. When they want more, paid content is available.
Image Source: Spectrum Net Designs
Paid content keeps people coming back. Free content draws in the audience, but it's paid content that keeps them interested. Casual browsers become loyal customers, and fans into followers.
You need both paid and free content to have a balanced content strategy. You can create trust by creating a community who values your brand.
The content marketing and relationship currency facts tell us a lot
- Increase Credibility by Blogging Marketers that blog are 13x as likely to see positive ROI. This suggests that starting a conversation with a post with a call to action is the best way to engage customers at the appropriate stage of the customer journey.
- Self-Educating Customer Support Customers already manage 85% of their purchasing relationship without speaking to a person, showing that decision makers rely on content more than they ever have.
- In the eyes of customers, more content is always better. Is it? B2B decision makers consume an average of 11.4 pieces before making a purchase, which suggests they spend a lot time reading content.
Image source: Gather content
Content marketing research shows that customers rely on content for their decisions. There's probably too much content. What if better content was available earlier in the decision-making process for them?
How to help customers manage paid content
1. Use Content Bait
You can use short (free) and easy-to-consume content to build your reputation with your customers. This strategy of grabbing attention will lead qualified traffic to paid content.
Use evergreen blogs to your advantage by exchanging links with landing pages that offer gated content.
2. Landing Pages: How to Create a Great One
Your landing page should clearly state your value proposition, so that the customer knows what they can expect in exchange for providing their contact details.
Pro Tip: Include a SlideShare presentation in your landing page. This will help you close the sale!
3. Offer only high-value gated content
It is the golden principle. People will pay more for content that is unique, high-quality, and informative. Make your content engaging and invest time in researching. Always aim to deliver value.
Use a white paper, eBook, or paid research report to build your relationship currency with customers.
Pro tip: Start with the minimum amount of data possible to start a strategic nurturing programme.
Want more? Gary Vee, an expert in the field of content quality, shares his views on this page.
Video Source : GaryVee Experience
4. Exclusive Content
Exclusive content is what you should aim to create. Your paid content should provide insights, experiences, or information that your free content does not. The exclusivity of the content will make it more attractive and worth investing in.
5. Build a Community
Be a leader in your field. Create a community with your audience.
You could do this by creating a forum for members only, hosting exclusive webinars or organizing special events. A strong community will encourage its members to pay extra for additional benefits.
6. Use FOMO (Fear Of Missing Out).
Promoting limited-time deals, exclusive offers or content that is only available to paying members. Customers may pay for content out of fear that they will miss out.
7. Prioritize a seamless user experience
Make sure that your platform or website is easy to use. Customers will be more likely to pay for content if they have a smooth and hassle-free experience.
Share success stories or testimonials from customers who have found value in the content you've paid for. This will help to build trust with potential customers and show them the value of your content.
9. Use Content Marketing Strategies
Promote your paid content via blogs, social media channels, email marketing and other channels. The more visible your content is, the more likely it is that customers will pay for it.
To-Toll or not-to-Toll? That is the Content Marketing question
If your customers do not value your content, they will likely self-educate to avoid paying the toll fee.
They will consume lots of interesting content. They'll waste time and effort to avoid sharing personal information. They will define their problem, and then work to solve it. They may have the right assessment, but they may also be wrong.
If you are going to gate content, make sure your customers understand the value of it. You can also embrace a content marketing strategy that is free for all and create a relationship based on goodwill and ease of access. Like the yellow brick route. On the other hand, flying monkeys were not too friendly along that free road.
Learn more about how to keep your audience engaged. The first step is to create engaging content. Start today by checking our weekly blog service or scheduling a free consultation to learn more.
The article 9 Easy Ways to Convert Customers with Paid Content first appeared on Marketing Insider Group.
Frequently Asked Questions
What is eCommerce marketing?
Ecommerce marketing is nothing but online shopping. It's the act and practice of selling products on the internet. This includes purchasing goods from companies, and then selling them via the internet. If you are an individual vendor, this includes selling on eBay. You might also own a business where you sell products for profit. This is where the key idea lies: make money selling products online.
Here are more details concerning eCommerce marketing
The first step in creating a successful eCommerce site is to identify the type of products that you are looking to sell. Then, you should decide whether you want to offer only one item (like a book) or multiple kinds (such as books and DVDs).
Once you know what you're offering, you'll need to find a supplier. A supplier is a company which makes or sells the product that you are looking to sell. For example, if you wanted to start selling greeting cards, you'd need to find a supplier that made and sold greeting cards.
After you've found a supplier, you'll need to create a website to display the products and allow buyers to purchase them. Some suppliers will provide templates, while others will require that you design the template. Once you have your website online, you need to promote it to draw visitors. This includes posting content on forums and blogs, advertising on sites like Google Adwords and sending emails to the relevant contacts.
Promoting your eCommerce business can be done in many different ways. These include email marketing, search engines and social networks.
- Email marketing is a popular choice for many businesses. It is cost-effective, simple to implement, and produces results. However, it can take a lot effort and time to generate quality leads.
- SEO (search engine optimization) is a technique that helps improve a webpage's rankings for keywords. It's usually done through link building, which helps pages rank higher in search engines.
- Businesses are increasingly relying on social networking sites, such as LinkedIn and Facebook. These sites are used every day by many people to keep in touch with their loved ones and friends. If you post useful articles, you can reach thousands of people.
- Apps for mobile devices are a powerful tool for eCommerce marketers. Shoppers love to use their tablets and smartphones to shop. A mobile app lets you reach customers no matter where they are.
eCommerce is a rapidly growing industry. There are many ways you can promote your business. Take your time to choose the right method for you to reap the benefits of eCommerce marketing.
Social Media Marketing is an excellent way to market your business online. It's a powerful tool to promote brand awareness as well as generate leads and sales. Here are five strategies for using social media to grow your business.
- Create a Facebook Fanpage – This allows customers to interact directly via Facebook. You can also upload images, videos, or other files.
- Promote Your Business on Twitter – Twitter is another great place to share information and connect with people. Use hashtags to increase visibility.
- Post videos on YouTube – Many people love to watch them. If they like what they see they might click to visit your site.
- Host live events – Live events allow potential clients to meet you face-to–face. They can ask about your products and services.
- React to Customer Review – Positive reviews will build trust between you and your clients, which in turn will encourage repeat purchases. Make sure to respond quickly to any negative comments.
What are the most important types of marketing?
Marketing is about communicating ideas, values, or messages to consumers. Advertising and marketing are often interchangeable these days. Marketing encompasses more than advertising. Marketing encompasses all forms of communication used to promote and market a product/service.
Marketing has three main components: branding, promotion, distribution. The company's brand is how it identifies with its target audience. Promotion is the act or obtaining attention for your brand using paid advertisements, promotional materials, and public relations. Distribution is how your message gets to your audience. You can do it through traditional media like radio, television, print, or email. However, new technologies make this easier than ever.
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
- According to statistics, 60% of online shoppers worldwide actively search for coupons before purchasing from a virtual shop. (influencermarketinghub.com)
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
Six Types of Ecommerce Marketing
How can I market my eCommerce shop?
Ecommerce marketing represents one of most difficult marketing tasks. You need to learn about your customers' buying patterns and how they interact with you products and services. This knowledge allows you to build an effective strategy to help you reach your goals.
There are six types or eCommerce marketing strategies.
- Product Strategy – The first thing you need to do is decide which product you want. There are three main categories. Once you have chosen the category that you wish to work with, it is time to decide whether you want to offer wholesale or retail pricing. Wholesale pricing means that you set the price at which your products are sold, while retail pricing means that customers pay directly for your products.
- Pricing Strategy – Next, determine the amount you wish to make selling your products. Profit margins, competition, shipping and taxes are all factors to consider. To increase your profit margins, there are two options: lower your cost of sales or increase your sales volume.
- Promotion Strategy – Now comes the fun! You need to develop a promotion strategy that works best for your business. There are many options, such as free shipping, special discount, deals, coupons, or other incentives. You might try to think of new promotional ideas, if none are available.
- Shipping Strategy: After you've determined how to promote the products, think about how to get them to people. What shipping method do you use? Are you going to use a fulfillment center or will you do it all yourself?
- Merchandise Management System (MSMS) – This software helps you track inventory, manage orders, fulfill orders, communicate with suppliers, and monitor orders. You have many options depending on your budget and preference.
- Customer Service Strategy – Finally, you must create a customer service strategy that is effective for your business. Is your business going to offer email or phone support? Are customers able to contact you via chat, email, social media, and even postal mail?
By: Michael Brenner
Title: 9 Incredibly Easy Ways To Convert Customers With Paid Content
Sourced From: marketinginsidergroup.com/content-marketing/customers-pay-for-content/
Published Date: Tue, 11 Jul 2023 13:00:00 +0000