How Premium Content & Smart Marketing Helps New-Age Brands Succeed – Content Marketing

Premium Content

Times have changed. We live in the information age, and the average person has better access to a wide variety of information than ever before. People are better informed and better aware of the world around them. Attention spans have shortened while the average income scale has risen albeit disparately.

Socio-economic conditions have changed drastically over the years. Now, inequality is now much more prevalent, competition has increased, and the very fabric of marketing has changed across different sectors.

Technology has connected us like never before and made worldwide information widely available; however, it has also led to significant privacy concerns and instances of infringement on individual freedom. The average consumer is now ‘woke,’ is much more aware of their rights, is more selective, and more cautious when investing their time & money.

Today, consumers have much more freedom while making their buying choice. Premium content of high value and smart marketing strategies are the way forward for new-age brands.

This article explores how value-added content & intelligent marketing can boost customer engagement, conversion & retention for brands of the 21^st century.

Premium Content: Value Proposition & Quality As Key Business Drivers

It is the age of digital marketing, and content marketing is one of the most potent & cost-effective weapons in that arsenal. The new-age customer no longer wants to be disrupted during their sessions and is much more careful with the data they share.

As a result, inbound marketing, consistent premium quality content, and customer-centric promotional strategies are now highly effective methods to draw in the audience. They engage them with a high-value proposition, and convince them to take positive action.

So, what exactly is premium content?

Well, premium content is any high-quality content that offers something of substantial value to the audience. It can be an informative blog, video, guide, e-books, white papers, anything that delivers value which consumers will appreciate instantly.

Premium content should be:

• Highly relevant and directly related to what leads & customers expect from a business;
• Offers valuable information about an issue or a problem;
• Clears doubts, answers queries, enlightens knowledge, or offers quality advice;

The prevailing norm is accessing premium content requires site visitors to share some vital information with the company. Contact and business details, along with their buying intentions, are some specific information that businesses ask. They should allow them to learn more about a prospect’s needs. And ascertain whether they intend to make a purchase or not.

Why Premium Content & Smart Marketing Are A Killer Combination?

The perfect mix of intelligent marketing and premium quality content defines the new-age brands of today. Why does any content marketing strategy need premium content, and how to market premium content effectively?

• Digital Content Is Dominating The Market: Content is a crucial aspect of any digital marketing endeavor.

Online content is used across multiple marketing channels & formats such as e-mail, social media, search engines, PPC aids, tickers, snippets, and everything else under the Sun.

Quality digital content has improved customer engagement and loyalty, and both new-age startups & age-old market leaders are adopting technologies & strategies for creating & publishing stellar marketing content.

• Publishing Premium Content Accelerates Lead Generation: By definition, premium content is any original content written by an expert or authority in a particular domain on a timely, relevant topic of importance.

Premium content can be of myriad types. It must be delivered exceptional value that customers are willing to submit their personal contact information to get it.

Businesses can thus use premium content to get the audience interested in their products or services. Content of premium quality can attract, engage and impress the audience, turning visitors into leads by the masses.

Build better trust and retain customers better by reinforcing a positive brand impression with premium content marketing.

• Gated Premium Content Drives Massive Amounts Of Inbound Traffic:

  Premium content plays an essential role in any digital marketing strategy.

Content marketing strategies focus heavily on guiding visitors to a page, converting those visitors to leads, and then nurturing those leads into customers, using a concept known as the sales funnel.

Therefore, providing potential leads with premium level content has an extremely high probability of capturing their attention & appreciation and galvanizing them into participating in the sales funnel.

Simply put, premium content, coupled with great marketing, is a powerful tool to attract & convert inbound traffic and guide leads through various sales funnel stages.

• Value, Brand Identity & Customer Personas Are Key Elements Of Great Content Marketing: One of the core ideas behind innovative marketing strategies involves successful communication of brand identity and spreading better brand awareness.

Using premium content to communicate brand features and using in-depth customer personas to connect better with the audience are keys to success. In addition, knowing the mindset of customers helps businesses determine the best way to communicate brand messages to different demographics.

The right kind of premium content connects better and more profound, helping them explore, understand, and engage a brand better.

When To Use Premium Content?

Different people find it easy to absorb information from other kinds of content. Simultaneously, different marketing platforms and techniques utilize different content types for promotion. Premium content can be published on any platform but is much longer, more in-depth, and more analytical than average.

Premium content comes into play when brands intend to deliver tangible value to rake in visitors & generate leads with intent. Marketing premium content requires thorough knowledge of specific customer personas and how best to influence & convince visitors to make a buying decision.

Premium content offers much more information of admirable quality than regular content. New-age brands deploy premium content marketing tactics to deliver that extra nudge to leads towards that buying decision.

Mapping content to a lead’s buyer journey is a great marketing strategy.

1. At the Awareness Stage, premium content can be e-books, newsletters, or digital magazines that inform the audience about the brand, the business, the products/services, the value proposition, besides helping prospective customers understand their problems better.

Content delivered at this stage should help readers understand the problems they face. It should make them aware of how the business can help resolve their issues.

2. The Consideration Stage is where prospective leads weigh upon their choices available and evaluate the value & solution offered by the brand. Premium content at this level can be a video catalog or demonstration of the products & services provided to help users make the right decision and showcase value that drive favorable actions.
3. During the Decision Stage, case studies that illustrate the strengths and achievements of the company can be excellent premium content to seal the deal.

At this stage, businesses should market content that reinforces buyer confidence. It should helps them realize that they made the right choice.

Case studies of client testimonials, expansions, successful ventures, etc., are potent media for influencing buying decisions.

The Typical Content Marketing Funnel

How To Create & Promote Premium Content

Crafting premium content and marketing it with maximum effectiveness requires a strategic approach.

• Devise A Plan

Conjure up and invest in a well-thought-out plan that outlines the goals, topics, writers, schedule, development process, target audience, marketing channel, promotional techniques, etc., in minute details.

Premium content marketing is exceptionally effective when planned out accordingly.

• Align Business Intent With User Intent

Customers should be at the center of any content marketing strategy. Analyze their buying & surfing behavior, determine their intent from the data they share and then publish premium content that will most influence them.

What questions are they asking? How much are they willing to commit? Analyze all such information and deliver premium content that provides authoritative & credible answers & solutions to the most pressing questions & problems of prospects, with solid evidence.

• Invest In SEO

SEO is a critical cog in inbound and content marketing. Carry out comprehensive keyword research using potent tools & resources to find out what’s trending in your domain and what people are searching for the most.

Ahrefs.com, Backlinko.com, BuzzSumo.com, etc., are some great places to do extensive keyword research.

In addition, Soovle, Google Analytics, Moz Keyword Explorer, Keywords Planner, Keyword Snatcher, Google Trends, SEMRush are some fantastic tools to scope out keywords, conjure content ideas, uncover insights & opinions, and much more.

Build your content around these keywords to draw in the targeted audience and convert them with emphasis.

• Design & Structure It Right

The quality of premium content must be several notches above the routine ones.

1. Short, snappy, and engaging titles are a must.
2. Use a visually appealing cover that captures attention outright.
3. A seamless narrative and high readability are essential for better engagement.
4. Brand it well and make it visual. Integrate the content well with your other marketing ventures to increase its reach & spread better brand awareness.
5. Deliver facts, use real-life examples and shine light upon successful ventures, achievements, strategies, & milestones.
6. Employ visual content such as images, short-form videos, diagrams, gifs, clip arts to keep readers engrossed and invested.

Innovative marketing is crucial to ensure that the right prospects access your premium content. Here are ten ways to share your premium content with the audience.

1. Website/ Home Page Features/ CTAs/ Pop-Ups/ Slide-Ins: The most important place to promote premium content is the official business site.
2. Official on-page and off-page blogs are great places to tease published premium content.
3. E-mails and organic social media posts can host links to premium content.
4. Paid social media, Google AdWords, and Google Display Ads help target websites, apps & prospective readers with premium content.

And that rounds up this article on premium content marketing. Hope it acts as a credible source of information for any business looking to create & market premium content strategically.

Author-Bio: Ethan Taylor is a content marketing team lead from a prominent digital marketing firm in New York, the USA. He is also a part-time tutor and writer at Assignmenthelp.us, a leading academic assistance service that offers quality assignment help such as Programming help, finance homework help, Chemical Equation Balancer tool services, and much more.