Retaining opportunities is a daily challenge for any marketer. To achieve this, we rely on several strategies and tools. Blogs, rich materials, social networks, are just some of the means we use to attract and convert opportunities.
But, you should already know that one of these stands out among the others, especially when we talk about more advanced stages in the sales funnel. Rich material is the key to turning a visitor into a lead and, beyond that, a business opportunity for your company.
After all, this is a strategy that aims to strengthen the relationship between company and public, through the exchange of interesting content for important information for your strategy, whether to better understand your audience or for possible contact.
In general, rich materials are all content used to attract visitors to a website or blog to register for this material. Therefore, it is interesting, and even important for your success, to use them as bait to capture the registration data of potential customers.
But something that can be ambiguous in this matter is how the strategy should be applied. This is because investing time and resources in something so complex requires strategic thinking.
Therefore, we have put together some tips that can help you understand more about the production of rich materials and the set of actions that involve launching and maintaining the strategy. Continue reading and check out all the details!
There is no right answer to this question. After all, among the countless types of rich materials, one of them may best fit the audience you intend to reach.
So, when we talk about “how to create rich materials”, we are thinking about the possibilities and how they fit into the reality of your company.
Rich material, as the name suggests, is a project that delivers, above all, value to your persona. Therefore, it is important to know what information would make your target audience offer their data for it. As well as, what is the most comfortable format for this to be established.
Eg If your persona is a busy business owner, it might not be a good idea to offer a multi-page e-book or an appointment-based event. For this type of profile, you need concrete information delivered quickly and easily, such as short videos or infographics. Thus, simplifying learning even in a tight routine.
In fact, although the creation of rich materials is broad and full of possibilities and combinations, there are some steps that cannot be missed.
Here at Beatz, for example, we create rich materials for inbound marketing projects to convert leads and build relationships. Therefore, the development process must involve:
We cannot forget that before even guaranteeing your rich material, the public must be convinced that the e-book, infographic, free classes or any other type of material is ideal for their needs. To do this, we need to work on a high-converting landing page, but That's a conversation for another article!
If you've made it this far, you'll have already realized that rich materials are fundamental pieces for advancing a lead through a content and sales funnel, right?
But be aware that this feature can go further. After all, e-books, whitepapers, infographics and other different formats can bring even more benefits to your company. We have listed some of them so you can better understand this strategy. Check out!
Producing rich content can go beyond the benefits it brings to the public that offers data in exchange for the materials. After all, through this type of strategy your brand can be seen as a reference on certain topics.
Therefore, it is common for companies that invest in rich materials to dominate certain areas by contributing reference materials.
The main objective of a company that invests in rich materials is to obtain data to contact its audience. This way, when exchanging your material for registration information, you don't need to store this data and wait for the right moment to use it, you can start taking advantage of it from the first moment you acquire it.
This is because this information is important to understand the profile of your audience and identify the need for changes in strategy. Therefore, it is important to analyze whether your campaign is reaching your target audience, and determine the steps to make it an even greater success for your company.
Today's Internet audience wants to maintain good relationships. If you follow the company's profile on social media, they expect the exchange to be interesting. When rich material is free, the audience will know there is a value proposition.
This generates more acceptance and meets the requirements of the consumer profile. Therefore, in this relationship, the company can establish itself with them and strengthen public participation.
You may already know that content marketing strategies aim to:
This is because content guides users to become consumers. In this cycle, abundant materials are a crucial phase of the process. It's basically a nudge in the right direction; that resource that will convince once and for all that your company can help users. Whether with a product or information.
There is no rule for creating rich materials; their formats vary and require different details. But, one thing can define the success of your strategy: Are you delivering something new?
It's impossible to stand out if what you're offering isn't anything new. Most of the time, the value of a rich material lies in its unique factor. Is this information that only you are conveying?
However, as we saw previously, there are no rules. You don't necessarily need to deliver news to your audience, with data from your own elaborate research. Your proposal may be to make the consumer’s daily life easier.
Therefore, investing in a compilation of relevant information, spreadsheets that simplify routine organization or even a tool for quick calculations can be a good idea. In these cases, you go beyond the novelty and use the rich material as a valuable service for your audience, further expanding the other points we mentioned previously.
Finally, we have the main objective of applying rich materials and definitely the pot of gold at the end of the rainbow. We are talking about conversion.
Leaving point A, your lead needs some steps to take him to point B. The rich material is the tool that will make him the key to a new phase in the sales funnel.
Finally, let's get to the point. To create the best rich materials, you need to pay attention to certain details. We have prepared some tips to help you with this mission. Check out!
Before creating any rich material, it is essential to understand who your target audience is, what their needs, challenges and interests are. After all, the strategy encourages conversion through the exchange of valuable information.
This will help you create relevant and attractive content that meets your audience's demands. Conduct market research, customer interviews, or data analysis to gain valuable insights into your audience.
We already know that rich materials should provide valuable information, but they can also be practical solutions to problems facing your audience. Whether it's an e-book, a whitepaper, a webinar, or any other format, make sure the content is useful, educational, and applicable to your audience's lives or work. This will increase the likelihood of engagement and sharing of your material.
The visual presentation of your rich materials is also crucial to your success. Make sure the design is attractive, professional and in line with your brand's visual identity.
Therefore, use visual elements such as graphs, images and infographics to make the content easier to understand and memorable. Additionally, make navigation and access to content as intuitive as possible, facilitating the user experience.
So, are you ready to implement your rich materials strategy? Continue following the Beatz's blog to check out more tips and improve your campaigns.
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