It is undeniable: the consumer behavior has changed a lot over the last few years! And today the online content it is one of the main means used not only to decide to buy, but also to discover new opportunities, clarify doubts and find solutions to different types of problems.
The result of this is also nothing new! I’m sure you understand the effects of this change on companies — who are increasingly increasing their investments in Content Marketing, whether to boost brand visibility and reach, win more customers or even retain and retain them!
And, of course, the competition would not be left out of this one: it is bigger, more complex, and getting ahead has become equally more difficult. Only brands looking for originality, connection and trust stand out.
Now you must be asking yourself: how to achieve a prominent position in the digital environment? The answer you find here! Let’s see what online content is and how it can help your brand better interact with your audience?
What is online content?
Online content is any content that is available on the Internet — from blog articles, social media posts, videos, podcasts, etc.
In order for this content to reach the target audience and be actually consumed, many companies use Content Marketing: a strategy to attract and help these prospects to find what they are looking for.
When developing and applying a efficient strategy of online content creation, you have a number of advantages, such as:
- Inform, educate and entertain your company’s target audience;
- Consolidate your brand as an authority;
- Convert visitors and followers into leads;
- Nurture a relationship with them;
- Offer a product or service;
- Delight those customers and keep selling to them after their first purchase.
In other words, one of the objectives of the production of online content is to make your company a reference and strengthen the relationship with potential customers in such a way that they buy from you sooner or later (and again and again)!
Tip: Why is your content not generating sales? Find out the causes now!
The evolution of online content
To better understand how online content comes gaining more and more space In our daily lives, I ask you to analyze the following hypothetical situation and answer:
If you had to ask questions with a company you are a customer of, which of the options below would you choose first?
- Call a traditional customer service center and speak to an agent;
- Enter the company’s website or application and search for Frequently Asked Questions (FAQ);
- Search Google (or directly on the company blog) if an article answers your question.
I bet you usually choose the last option! And here’s why: practicality and speed of response. With just a few clicks, you can find what you wanted!
And it doesn’t stop there: another behavior, which has been changing for years and has already become quite common, is get more information about a product or service before making any purchase. Is not?
Imagine someone who wants to buy a cell phone: just access the internet and search on google the features and the desired price range, which will appear a lot of content showing the cell phone models that best fit such needs.
That’s why I’m being totally honest with you when I say that it’s essential that companies, like yours, invest in online content to be found and, of course, achieve better sales results!
And with this high demand for online contentcompanies do not fail to have the same behavior: they seek information on the Internet to better understand the actions they need to take to become prominent and reference in the sector in which they operate.
As I imagine this is also your case, continue here with me:
Online content: what to expect for the next few years?
since the consumer behavior is in line with the market trendskeeping up with them is crucial to designing your Content Marketing strategy!
Multiple formats of online content in the same channel
You should keep in mind that there are some online content channels and formats that are more efficient to attract, sell and retain customers — and which are not just trends, but consolidated realities, as is the case of articles and materials rich in blogs, which keep growing year by year in Digital Marketing!
So remember: it’s no use thinking about too many Tendencies without first concentrating their efforts on what has practically become a rule. Combined?
But of course, it is also necessary to always evaluate:
- What do you want to achieve by producing content and publishing it on the Internet? Traffic to your website? More audience interaction? More leads? More quote requests?
- What indicators and metrics will be tracked, so that you understand if you are on the right track?
- What is the company’s target audience? How, when and where does it consume content?
- What techniques should be applied? Copywriting, storytelling, SEO? Believe me: for each content format, there are a number of techniques that can be used to retain attention, engage and instigate some action from those who consume it!
- What will be his content creation and publishing routine?
I say all this because the social networks, for example, also work as a great channel! They are often even more effective than blogs — depending on the objective you want to achieve with the online content and the reality of your company.
Besides that social networks also allow the publication of various content formats, such as Instagram, where there are the famous image carousels, videos on Reels, lives, Stories, etc. — each with its own purpose!
Tip: Content for Instagram: ideas to apply!
diversify between multiple formats on the same channel makes online content more interesting — which results in more audience interest, more traffic, more conversions… And it has to do with two other main trends that I’m going to show you now:
audiovisual content
In recent years, video content has been increasingly most prioritizedparticularly with the rise of TikTok during the pandemic — and the frequent changes to Instagram since then, to keep up with that trend.
As it is an online content format that is very adept at micro-momentsfor example, consumption will only increase!
And it is no coincidence that these social networks, like YouTube, are dominated by several companies — which has been viewed favorably by Brazilians, as 56% follow a brand on TikTok and 61% are subscribed to branded YouTube channels.
As always, this means that those companies that have customer focus and take the opportunity to create audiovisual content, such as:
- Institutional videos;
- Quick Tips;
- Tutorials;
- webinars;
- podcasts;
- lives;
- Customer testimonials, etc.
Tip: Micro-moments: what they are and how they can help your company sell
interactive content
Interactive content is top online content trend for the coming years due to the high capacity to arouse interest, engagement and proximity!
Netflix itself has already spoken out when it launches the movie “Black Mirror: Bandersnatch” or the series “Trivia Quest”, for example, in which the viewer, through the control of the TV, literally controls events, choosing whatever the characters do or answering questions. Cool huh?
And, as you can imagine, this kind of contents is also gaining traction on the Internet! Some examples of interactive online content are quizzes, tests, virtual calculators, games… which can even be inserted along text content.
So that you can see, the supermarket price simulator of one of our customers, called PROTESTE!, has the purpose of helping to reduce grocery shopping expensesshowing a list of establishments with the cheapest price close to the region where the search is carried out:
Start creating online content for your business now!
At this point, it’s no secret that investing in stocks Digital marketing and creating online content is a key aspect for any business that wants to thrive!
When crafting a strategy, it is important that you put the customer at the center of decisions and be able to explore the most diverse formats.
With that in mind, I saved the best for last: we, here at Orgânica, are specialists in Digital Marketing strategies and we use the Inbound Marketing to create, customize and distribute all types of online content in the most diverse channels. We have a team ready to make your company attract, win more customers and, above all, increase sales!
Want to better understand how we can help you? Request a free Digital Marketing diagnosis and let’s take the next steps together to highlight your company in the market!
