Content Marketing guarantees positioning in the digital field. It is defined as
“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action”
Content Marketing is based on the analysis of audience data to build a content strategy that adds value, is creative, and goes directly to the interests of the target audience.
Hence the importance of this type of Marketing is to attract and retain a defined audience. It is a process to reach consumers directly by creating attractive, constant, and eye-catching content, to promote consumer behavior.
Bringing Content Marketing to Referral Marketing
Content marketing tries to give the audience the web content they are looking for, and that is why this strategy becomes extremely important when we are creating a Referral Marketing Program.
As we know, Referral Marketing tries to empower customers to bring businesses to life and participate in company decisions, recommending their products and services.
A referral program is a word-of-mouth marketing strategy that rewards customers who become brand advocates. The program allows them to share their brand experience with partners, colleagues, and friends to attract new leads to the business.
Thus, we can involve customers, so that they become familiar with the company and the reputation of the brand.
A customer recommendation is very valuable and to earn it, you need to propose creative and innovative content that gives customers brand awareness.
That is why we use Content Marketing in our Referral Program: to develop and share valuable content to target a specific audience, to get new customers, and, in turn, to increase the loyalty of current customers.
What type of content should we promote in a Referral Program?
Content Marketing tells us to offer content that informs, educates, or entertains the user to "hook" the reader or viewer and, in a pleasant, dynamic, and entertaining way, learn solutions and useful advice on brand management.
Let's see what goals we should set ourselves when promoting Content Marketing in our Referral Program:
- Boost Engagement
Engagement tells us that the public is interested in the content produced by our brand and that they feel identified.
And to achieve that engagement with Content Marketing, we must analyze the target audience, know what their characteristics, preferences, and interests are, and based on them generate adequate content.
- Increase traffic to our website
In a Referral Program, we need the content produced to generate more visits to our site.
For this reason, we must use Content Marketing, using measurement systems, for example, Google Analytics, to know if the strategy is working and if we are achieving all our objectives.
- Build audience loyalty
If potential consumer receives content that provides solutions, advice, or entertainment, they will stay with us.