Content marketing
1. Create original written, video, or audio content
Users and buyers are keen to see original content from any business. It helps a buyer understand your brand, differentiate you from competitors, and generally be educated or entertained.
For example, if you run a wellness brand that provides customers with homemade soaps and bath products, you could create blog content about the ingredients and their history, uses for the products, and the appeal of naturally sourced materials. Even video content showcasing how those products are made or used is helpful for your customer to understand what they’re buying and potentially investing in your brand long-term. Audio content like a podcast—whether starting your own or guesting on relevant ones—is a useful way to help build out your following and community.
2. Feature guest writers, bloggers, or influencers
Community is a big part of any business, and it doesn’t need to apply only to your buyers. Consider the business ecosystem you’re part of, including who you follow and who follows you, and collaborate where possible to expand your reach.
A great example of this includes bringing on influencers, thought leaders, or anyone else relevant to your business world to create content with or for you, which they can then cross-promote with their audience. A vote of confidence from established people and businesses can also build trust in your brand.
3. Engage users with quizzes and interactive content
Interactive content can be a bit more time-consuming, but consider that if a user is willing to spend time taking a quiz, they are very likely highly interested in what you offer. A quiz can help customers (and you) narrow down exactly what they are looking for. It’s fun for the user and useful information for you later on to tailor any further marketing needs. Quizzes are also a good way to collect email addresses—just give visitors an option to opt into joining your mailing list.