Content Marketing 101: Creating Compelling and Shareable Content

Are you struggling to create content that captures your audience’s attention and gets shared across social media?

Do you find yourself constantly searching for ways to make your content more compelling and shareable?

Imagine you’re a chef, and your content is your signature dish. You need it to be so delicious that people can’t help but share it.

In today’s digital age, content marketing has become more critical than ever, but the competition for attention is fierce. Just like cooking, great content marketing also needs the right ingredients and technique.

You’ll learn how to identify your audience, craft content that engages them, and use SEO to your advantage.

Don’t just cook; create a feast that’s irresistible to share. Let’s turn you into the master chef of content marketing.

Understanding Content Marketing

Content marketing1 is the art of communicating with your customers without directly selling. Instead of pitching your products or services, you’re providing information that makes your buyer smarter.

It requires deeply understanding of your target audience, needs, and interests. It’s about creating content that resonates with them, solves their problems, and answers their questions.

Now, why should you care about content marketing?

Well, it’s not just about generating leads, increasing sales, or improving search engine rankings. It’s about building trust and fostering relationships with your customers. It’s about positioning your brand as a thought leader in your industry.

93% of businesses2 engage in content marketing, so it’s essential to stand out.

The Importance of Shareable Content

You might be asking why shareable content is so crucial in content marketing.

Well, it’s simple.

Shareable content amplifies your reach, boosts your brand’s visibility, and creates opportunities for audience growth and engagement.

Imagine crafting a brilliant piece of content, but it’s only seen by a handful of people. That’s a missed opportunity, right?

Now, envision that same piece of content being shared across various platforms, reaching countless individuals who could potentially become valuable customers. 

94% of people3 share posts because they believe they could be helpful to others.

That’s the power of shareable content.

Every time someone shares your content, it’s a vote of confidence in your brand.

It’s an endorsement that signals trust and credibility. It’s also a free form of advertising, spreading your message without additional costs.

Now, let’s move on to the steps to create compelling and shareable content as part of your content marketing strategy.

Steps For Creating Compelling and Shareable Content

Identifying Your Audience

Before crafting your compelling content, you need to know who’s on the receiving end.

To make your content shareable, understand your audience.

What do they find engaging? What’s relevant to them?

In addition, you need to know their age, gender, location, occupation, and interests. It’s not just about knowing who they are but understanding their needs, desires, and challenges.

Once you’ve gathered this information, you can tailor your content to speak directly to them, addressing their unique concerns and aspirations.

Utilise tools like Google Analytics or social media insights to streamline this process.

Remember, effective content marketing isn’t about casting a wide net; it’s about catching the right fish.

Understanding Consumer Behavior

Regularly assess your consumer behaviour and take note of their online behaviours.

What kind of content do they consume and share? Which platforms do they use? When and how often are they active?

Delve deeper into your audience’s habits, preferences, and pain points.

Doing so means you’re not just throwing content into the void and hoping it sticks. You’re strategically positioning it where it’ll have the most impact.

Aligning Content With Audience

Now that you’ve grasped consumer behaviour, it’s time to align your content with your identified audience.

Think of your audience as a puzzle. Every piece is unique, but together, they form a complete picture. Your content should reflect this diversity yet maintain a cohesive tone.

Don’t forget knowing your audience isn’t a one-time process. People evolve, and so should your content.

Stay innovative by continually researching and adjusting your content strategy to match your audience’s changing needs.

Crafting Engaging Content

You’ll find that crafting engaging content is crucial in your content marketing strategy.

Indeed, 80% of marketers4 with exceptional content marketing success possess a recorded strategy.

Let’s get innovative.

Think outside the box.

Be creative with your storytelling.

Use compelling visuals, infographics, videos, or podcasts to deliver your message.

Crafting engaging content isn’t a one-time task. It’s an ongoing process that requires continuous testing, learning, and refining.

Making Your Crafted Content More Sharable

Identify Which Platforms To Use & Promote Accordingly

Understanding the platform where your target audience spends most of their time means you set the stage for where you should be promoting your content.

For instance, if your target audience consists primarily of professionals or business personnel, LinkedIn might be the best platform.

Alternatively, if your content is more visual, Instagram or TikTok could be a more appropriate avenue.

Recognise and understand your audience’s demographic and behavioural characteristics on each platform.

Use The Right Content Format For Each Platform

Each social media platform has its own unique audience and preferences.

For example, Instagram favours high-quality, eye-catching visuals and short, snappy captions, while LinkedIn is the destination for industry news, thought leadership articles, and professional networking.

Therefore, what works on one platform may not necessarily work on another.

You need to adapt your content to fit the platform you’re using. The key is understanding your audience on each platform and tailoring your content to meet their expectations and preferences.

Don’t Forget To Engage with Your Audience

Think of your content as a conversation starter.

It’s not just about throwing information out there; it’s about sparking interest, igniting discussion, and fostering a community around your brand.

Engage your audience by making your content an experience rather than a one-way stream of information.

Track your success by analysing the time spent on your content, the number of shares, comments, and likes.

Remember, it’s not just about quantity but the engagement quality that counts.

Ask questions, encourage comments, and stimulate conversations. This won’t only make your content interactive but will also provide valuable feedback.

In addition, consider using quizzes, surveys, or live Q&A sessions to encourage participation.

Measuring Your Content’s Success

You’ve crafted your content and pushed it out into the digital world, but how do you know if it’s truly resonating with your audience?

Don’t just trust your gut feeling – data is your ally.

Companies that boast highly successful content marketing strategies account for 61%4, conduct content audits twice a year at minimum, and have metrics that they use to measure the performance of their content.

https://www.semrush.com/goodcontent/state-of-content-marketing/

What metrics, you may ask?

Metrics such as engagement rate, bounce rate, and conversion rate serve as your content’s report card. They reveal how your audience is responding to your content.

But don’t stop there. Dig deeper.

Dive into your website’s analytics to understand what’s working and what’s not.

For social media content5, look at the likes, comments, shares, and reach of your posts. The bigger the reach quantitatively, the more successful your content.

Discover which pieces of content are driving traffic and which are falling flat. Once you’ve identified these, you can optimise your strategy.

You’ve Got This!

Content marketing isn’t just about creating content, it’s about crafting shareable, engaging pieces that resonate with your audience.

Remember, your content is your voice. Make it loud, unique, and irresistible. Keep innovating and engaging, and content marketing success will follow.

At Grayscale, we believe content is king and that a successful content marketing strategy can help you reach your goals.

From optimising SEO to managing an editorial calendar, we can help you build the right content marketing strategy for your business.

Contact us today by emailing us at enquiries@grayscale.my to learn more about content marketing services and how Grayscale can help bring your vision to life.

References

1 Semrush Team. (2023, February 16). What Is Content Marketing? Definition, Importance, & Strategy Tips. Semrush. Retrieved December 21, 2023, from https://www.semrush.com/blog/what-is-content-marketing/

2 Brooke, C. (2019, June 24). 34 Compelling Content Marketing Stats and Facts. Business2Community. Retrieved December 21, 2023, from https://www.business2community.com/content-marketing/34-compelling-content-marketing-stats-and-facts-01258894#UkSqskbmSy8IqT92.97

3 Sukhraj, R. (2017, January 24). 28 Little-Known Blogging Statistics to Help Shape Your Strategy in 2019. IMPACT Branding & Design. Retrieved December 21, 2023, from https://www.impactplus.com/blog/blogging-statistics-to-boost-your-strategy 

4 Semrush. (2023, February 9). The State of Content Marketing 2023 Global Report. Semrush. Retrieved December 21, 2023, from https://www.semrush.com/goodcontent/state-of-content-marketing/

5 Kaushik, A., & Newberry, C. (2023, August 2). 17 Social Media Metrics You Need to Track in 2023 [BENCHMARKS]. Hootsuite Blog. Retrieved December 21, 2023, from https://blog.hootsuite.com/social-media-metrics/#Social_media_engagement_metrics

Are you struggling to increase visibility and maximise your marketing efforts for your business? In today’s digital age, companies must have a solid online presence across various platforms.

But with so many options available, it can be overwhelming to determine which platforms are worth your time and effort. That’s where this article comes in.

Whether you’re a small local business or with global operations, there are certain platforms that can significantly impact your visibility and marketing success. By strategically utilising these platforms, you can reach a wider audience, engage with your target market, and drive more traffic to your business.

Let’s explore the top platforms businesses need to be on to increase visibility and maximise their marketing efforts.

Facebook

Increased Brand Awareness Through Customer Engagement

Facebook offers businesses a platform to increase their brand visibility and awareness. Each like, share, and comment on the business page posts increases the brand’s reach and visibility, thus promoting brand awareness.

Moreover, Facebook’s targeted advertising feature allows businesses to reach specific demographics based on age, location, interests, and more. This ensures that your brand is seen by the right people, which can lead to increased recognition and, ultimately, customer loyalty.

Using Facebook Live

Facebook Live allows businesses to engage with their audience in real-time. This can be used to host Q&A sessions, product launches, behind-the-scenes tours, and more.

This real-time interaction helps build a stronger connection with the audience and increases brand loyalty.

Moreover, Facebook Live videos are given higher priority in the News Feed, meaning they reach more people than regular posts.

User-Generated Content

User-generated content (UGC) on Facebook can serve as powerful social proof for businesses. When customers post about their positive experiences with your products or services, it can influence others to choose your business.

Businesses can encourage UGC by creating campaigns or contests incentivising customers to share their experiences.

Instagram

Introduction to Instagram for Businesses

With over a billion users, Instagram provides businesses with a vast pool of potential customers. Their user base is also highly engaged, spending an average of 53 minutes daily on Instagram.

Using Instagram, businesses can create an aesthetically pleasing feed that reflects their brand identity. This can help to attract new followers and keep existing ones engaged.

Instagram Live and Engaged User Base

One of the platform’s key features is Instagram Live, which lets businesses livestream video content to their followers.

This can be a great way to engage with followers in real-time and can be used for product launches, Q&A sessions, or behind-the-scenes tours.

This means businesses have a good chance of getting their content seen and interacted with.

The Importance of Visual Content and Consistent Posting

On Instagram, the quality of your visual content is vital.

High-quality, eye-catching images and videos are more likely to attract attention and get shared, increasing your reach and visibility.

Maintaining a consistent aesthetic across your posts is essential to create a cohesive brand image. This can help your business to stand out and be easily recognisable to your followers.

The Effectiveness of Instagram Ads

With Instagram ads, you can target your content to specific demographics, ensuring it gets seen by the people most likely to be interested in your products or services.

The platform’s advanced targeting options allow you to get very specific with your targeting, helping to increase the effectiveness of your ads.

For example, a clothing brand could use Instagram’s targeting options to show its ads to women aged 18-24 interested in fashion.

In addition, they offer various ad formats, including photo, video, carousel, and story ads, giving businesses plenty of options for showcasing their products or services.

TikTok

Rapid Growth of TikTok

TikTok has experienced exponential growth since its launch, quickly becoming one of the most popular social media platforms worldwide.

With over 1 billion monthly active users, it has become an arena where people of all demographics can express their creativity and engage with others.

TikTok’s addictive, short-form video content has captivated audiences, leading to increased engagement and screen time compared to other platforms. This rapid growth presents a lucrative opportunity for businesses to tap into a large, diverse, engaged user base.

Their algorithm also helps to ensure that content is seen by the right people, increasing the chances of it going viral.

TikTok Ads Manager for Businesses

TikTok offers an ads manager feature that businesses can utilise to maximise their marketing efforts on the platform.

Like Facebook Ads Manager, businesses can sign up for an ads manager account on TikTok to create, manage, and measure the success of their ad campaigns.

With detailed analytics, businesses can gain valuable insights into their ad performance, enabling them to make data-driven decisions and optimise their marketing strategies.

YouTube

A Platform of Immense Popularity in Malaysia

In Malaysia, YouTube is one of the most popular online platforms, making it an ideal space for businesses to establish their online presence.

Based on research conducted by Digital Business Lab, Malaysia has the highest video consumption rate in Southeast Asia, with an average of 7.2 hours per week spent watching online videos. 

This presents a significant opportunity for businesses to engage with their target audience more interactively and effectively.

The popularity of YouTube in Malaysia is not confined to entertainment and leisure. More Malaysians increasingly turn to YouTube for educational content, product reviews, and tutorials. 

YouTube’s Potential to Enhance Online Presence Through Video Content

YouTube offers a powerful medium for businesses to improve their online presence – video content.

Videos are dynamic, engaging, and more likely to capture and hold the audience’s attention than text or static images. They allow businesses to convey their message more personally and relatable, influencing the audience’s perception and buying decisions.

YouTube’s robust search engine and recommendation algorithm make it easier for businesses to reach their target audience.

Moreover, YouTube’s integration with other social media platforms allows businesses to share their video content across other channels, further increasing their reach and visibility.

The Power of Live Videos on YouTube

Live videos on YouTube have emerged as a powerful tool to engage audiences and drive conversions. 

They provide real-time interaction between businesses and their audience, creating a sense of community and fostering stronger relationships.

Moreover, live videos can significantly boost audience engagement by encouraging comments, likes, shares, and other forms of interaction.

Your Own Website

Benefits of Owning A Website

Owning your website means having full control and ownership over the content you create.

Unlike social media platforms, where regulations and algorithms can change, having your website ensures you can present your content exactly how you want it.

This independence can provide stability and reliability for your online presence. You can design your site to match your brand’s identity and needs ideally.

Importance of a Professional Web Designer and Developer

Having a professional web designer and developer create your website can ensure it reaches its fullest potential.

They understand the latest trends and technologies in web design and can implement these to make your site stand out.

At Grayscale, we have a highly experienced team of web designers and developers who can create custom websites tailored to match your brand’s identity and needs.

Contact us at support@grayscale.my, and let us help you create the perfect website for your business.

Are you looking for a way to take your digital marketing strategy to the next level?

Gone are the days of waiting hours, or even days, for a response from customer support. Chatbots have gained popularity in digital marketing due to their effectiveness.

When given the choice between waiting 15 minutes for an answer or interacting with a chatbot, 62% of consumers1 opt for the chatbot, according to a study by Tidio.

We will explore the benefits of using chatbots in your digital marketing strategy and provide practical tips on effectively implementing them in this article.

Understanding Chatbots and Their Role in Digital Marketing

Chatbots2 are AI-based software designed to interact with humans in their natural languages. These interactions usually occur through messaging applications, mobile apps, and websites.

They are typically used in any customer service-related operation to streamline interactions between people and services, enhancing customer experience. They can understand written and spoken text, decipher its intent, and respond in a human-like manner.

Chatbots play an integral role by enabling businesses to offer round-the-clock customer service, generate leads, and conduct interactive marketing campaigns.

They can offer personalised recommendations, automate tedious tasks like form filling, and provide up-to-date information about products and services.

Types of Chatbots3

Rule-Based Chatbots

Rule-based chatbots operate based on a set of predetermined rules. These bots can only respond to specific commands and have a limited range of understanding.

If a user inputs a command that is not within the defined rules, these bots will not be able to process the command and offer a response.

Rule-based chatbots can be programmed to answer frequently asked questions, guide users through a website, or assist in the checkout process.

However, their inability to understand complex queries or engage in detailed conversations may limit their effectiveness.

Self-Learning Chatbots

Self-learning chatbots, also referred to as AI-powered chatbots, employ machine learning and natural language processing to comprehend and address user inputs.

These bots can learn from past interactions and improve their responses over time, making them more effective in handling complex queries and engaging in detailed conversations.

Self-learning chatbots can provide personalised recommendations and assistance based on user data and past interactions.

They can also analyse user data to provide insights into customer behaviour and preferences, which can be used to refine marketing strategies.

Hybrid Chatbots

Hybrid chatbots combine the features of rule-based and self-learning chatbots.

They operate based on predefined rules but also can learn from past interactions and improve their responses.

They can provide immediate responses to frequently asked questions, guide users through a website, and assist in the checkout process, similar to rule-based chatbots.

At the same time, they can provide personalised recommendations and assistance and analyse user data to provide valuable insights, much like self-learning chatbots. This makes them a versatile and effective tool for enhancing digital marketing strategies.

Benefits of Using Chatbots in Digital Marketing

24/7 Customer Support

Chatbots are designed to be available around the clock, providing customer support 24/7.

This is particularly beneficial for businesses as it ensures that customers’ queries are answered promptly at any time, enhancing customer satisfaction and loyalty.

A chatbot can handle multiple queries simultaneously, which would be impossible for a human agent, thus reducing customer waiting times.

Furthermore, chatbots don’t require breaks, vacations, or sleep and continue to provide consistent service all year round. This mainly benefits businesses operating in different time zones or those offering services internationally.

Data Collection and Personalization

Chatbots are excellent tools for collecting valuable customer data, such as preferences, purchasing behaviour, and feedback.

This data can be used to optimise the marketing strategy, improve product offerings, and enhance overall customer experience.

Businesses can make necessary adjustments to their services or products by identifying common issues or frequently asked questions.

Moreover, chatbots can use this data to provide a personalised experience to customers. They can send customised product recommendations and offers based on user behaviour and preferences, thereby increasing the chances of conversion.

Streamlining Sales and Lead Generation

By engaging with customers in real time, chatbots can immediately identify potential leads and initiate the sales process. They can provide product information, answer queries, and even guide customers through the purchase process.

Furthermore, chatbots can follow up with potential leads, sending reminders or promotional messages to encourage conversions.

By automating these tasks, chatbots can significantly enhance the efficiency of your sales processes, freeing up your team to focus on other strategic tasks. This makes chatbots an invaluable tool in your digital marketing arsenal.

Cost-Effective Solution

Unlike hiring additional customer service representatives, chatbots do not require salaries, benefits, or training costs. They can handle a large number of customers simultaneously without getting tired or making errors, resulting in increased efficiency and productivity.

According to IBM’s research4, businesses worldwide spend over $1.3 trillion yearly managing customer inquiries.

Implementing chatbots means these expenses can be reduced by 30% as they improve response time, allowing employees to focus on more intricate tasks and handle up to 80% of routine inquiries.

In addition, since chatbots are programmed to provide accurate information, the chances of misinformation being provided to customers are significantly reduced.

How to Integrate Chatbots into Your Digital Marketing Strategy

Incorporating Chatbots into Social Media Marketing

Many businesses now use chatbots on platforms like Facebook Messenger to engage with their audience.

They can be used to respond to comments, answer messages, and even facilitate purchases directly through the platform.

These chatbots can also be used to run social media marketing campaigns. For example, a chatbot could be programmed to send promotional messages to users who have shown interest in your products or services.

Using Chatbots for Email Marketing

Email marketing is another area where chatbots can be highly effective.

For instance, they can be used to automate the process of sending out newsletters or promotional emails.

In addition, chatbots can segment your email list and send personalised content to different groups of subscribers. This can help increase your emails’ relevancy and improve conversion rates.

Implementing Chatbots on Your Website

Integrating chatbots into your website means that customers can interact with them while browsing through your website.

This can be a great way to provide customers with immediate answers to their questions, such as product information or pricing, and help them quickly find the products they are looking for.

This can be particularly beneficial for businesses that receive a high volume of customer enquiries.

Additionally, chatbots on your website can guide visitors through the buying process, offering recommendations based on their preferences and previous interactions.

Future-Proof Your Digital Marketing With Grayscale

At Grayscale, we like to stay ahead of the curve by utilising the latest technologies in digital marketing. Chatbots are one of those technologies that we have integrated into our digital marketing strategies to help our clients increase their leads and sales.

We also provide website development services to ensure our clients’ websites are optimised for chatbots.

Our team of experts can help you create a custom chatbot tailored to your business needs, making it easy to implement this technology into your digital marketing strategy.

Contact us today at enquiries@grayscale.my to learn more about how we can help you future-proof your digital marketing with chatbots.

References

1 Fokina, M. (2023, April 4). The Future of Chatbots: 80+ Chatbot Statistics for 2023. Tidio. Retrieved September 24, 2023, from https://www.tidio.com/blog/chatbot-statistics/ 

2 Cuellar, A. (2019, February 26). How to use chatbots to transform your digital marketing strategy – 99designs. 99Designs. Retrieved September 24, 2023, from https://99designs.com/blog/web-digital/digital-marketing-with-chatbots 

3 Church, B. (2023, September 5). 5 types of chatbot and how to choose the right one for your business. IBM. Retrieved September 24, 2023, from https://www.ibm.com/blog/chatbot-types 

4 IBM. (2021, June 15). Digital customer care in the age of AI. IBM. Retrieved September 24, 2023, from https://www.ibm.com/downloads/cas/GQDGPZJE