There is more digital content than ever before. Every platform, every app, everything you come across is now flooded with posts, articles, images, videos, and more. The constant availability to users across the globe can make it overwhelming for both producers and consumers alike. Still, it is non-negotiable to produce and post digital content to inform, engage, and connect with audiences. When content is more available than ever, what is the best way for yours to stand out, make an impact, and also help put leads in the sales funnel? Here are a few ways to strengthen your digital content and fill your sales funnel.

1. Focus on the Content Quality

There might be pressure to rush a blog, eBook, or other content asset, especially when you want to hit a deadline or keep up with the same content production pace as competitors. But rushing can be detrimental, potentially leaving incomplete thoughts, generic information, or minimal value. Lack of depth, expertise, or completeness are not impressions you want to leave on your audience. Regardless of the urgency to maintain a consistent posting schedule, if what you are saying in your content doesn’t bring any value, it’s not worth rushing through. Take your time. High-quality content keeps readers coming back for more, which provides more opportunities to generate leads. This also builds trust with your brand, forming strong relationships with audiences. Plus, higher quality content can also improve SEO, bringing your page higher in search results, gaining more visibility and visits to your website.

2. Evaluate Buyer Demographics

With the variety of digital platforms available, it is critical for your organization to know what platforms and types of content matter the most to your audience. This comes from knowing your audience’s demographics, and behaviors, especially on social media. Different buyer personas have different behaviors, including what content they consume, and what platforms they use. If you don’t know your buyers, you don’t know how to best reach them with your content. Where you can best reach your audience, you improve your opportunities to build connections and start sales conversations. Here are a few examples of how you can identify the best platforms given your audience persona components.

• Example 1: Over 90% of Gen Z and Millennial users watch short form content, such as on Instagram, YouTube, and TikTok
  • Takeaway: If your ideal customers are in this demographic, consider producing short form videos, or snippets. Plus, Instagram, YouTube, and TikTok support these video types, so consider incorporating these platforms in your social media strategy.
• Example 2: LinkedIn is most popular with users aged 25-34.
  • Takeaway: If you’re a B2B brand, you should already be consistently using LinkedIn. Even more so if your ideal buyer falls into this demographic.
• Example 3: Email is considered the most personal method of brand communication by 72% of Gen X, but only 60% of Gen Z.
  • Takeaway: Email remains a trusted form of communication across different buyers. But, the lower percentage in the younger demographic shows the importance of it might be decreasing as the buyer market evolves.

3. Provide Visuals When Possible

Visual content attracts and engages audiences. Plus, as attention spans shortens, marketers are tasked with grabbing attention, and maintaining it. One way to do that is to focus on the visuals. Content that contains visuals gets 94% more views than text-based content. Think of ways to incorporate visuals into your content, or create content that is visual-focused. For example, if you have a text-heavy white paper, consider adding a few charts and graphs, images, pull-quote highlights, or even repurpose it as an eBook that is more graphically oriented. Animated videos and infographics are also highly visual and engaging content types. Certain topics are more suited for visual content, so deciding what strategically makes the most sense is key. This is also where it is useful to know your audience!

4. Back Your Claims with Data or Proof

There is nothing wrong with brainstorming ideas and writing directional drafts based on those ideas. But to add real credibility, perform the necessary research to back it up with data. Ideas are great, but in an age where data is everywhere and people are looking for proof more than ever, backing it with evidence provides validation and trust. For example, if you claim your product drives productivity by 55%, do you have a use case or customer that experienced this? If so, share what customers, and even get a quote directly from a leader in their organization. As another example, if you claim that you are an expert in your space, showcase your credentials or badges that back this up. Content or information coming from a certified expert in a certain industry instills trust.

Content that is relevant, engaging, and useful for your audience is key to nurturing a strong and trustworthy relationship with your company and brand. As you build these relationships, and continuously deliver valuable digital content, more and more prospects will fill the sales pipeline and convert to buyers.

If you’re looking for assistance in assessing and elevating your digital content, contact Launch Marketing today! With over 24 years in business, we’ve got the experience to take your content game to the next level.