What is value-adding content?
Many businesses are creating content but don’t see the boost in website traffic or footfall they were expecting to see. As a result, owners are left wondering, what am I missing?
The answer is usually value-adding content.
Value-adding content is one of my favourite topics to talk about with clients. Basically, it’s content that provides additional value or benefits to the consumer beyond the company’s product or service.
What makes it especially powerful is that it can be used across various marketing platforms, such as social media, and through other channels, including email newsletters and blogs. As a result, it has the power to engage and educate consumers where they are most active – and it is the way to build brand awareness in 2023.
What makes value-adding content different?
The key is providing additional value to the consumer by answering their questions, solving their problems, or providing them with useful information. Value-adding content can take many forms, such as informative articles, instructional videos, blogs, infographics, and interactive tools.
For example, Dubai-based styling brand Wear That uses value-adding content by sharing a style quiz with visitors to their website, as well as info on the latest fashion trends and how-tos on creating personalised outfits. On an international level, Sephora has been a value-adding content champion, sharing fantastic info and tools with their target market across platforms.
Here, value-adding content helps these retailers engage their audiences, educating them on flattering styles or suitable colours and patterns. As a result, they have positioned themselves as trusted sources of information and go-to destinations for fashion and beauty advice. They might not immediately make a sale, but consumers will remember the brands that took the time to answer their questions, help them solve their problems and make their lives a little easier.
How can value-adding content build brand awareness?
Because value-adding content focuses on delivering useful information, businesses can establish themselves as more helpful, up-to-date, and even more caring than their competitors in the industry. Essentially, they’re constantly demonstrating their expertise and commitment to their customers. It all comes down to creating trust, which is the foundation of any meaningful (and actionable) brand loyalty.
Of course, we can’t ignore the tech side of building brand loyalty in our digital-driven world. Value-adding content helps businesses drive traffic to their website and improve their search engine optimisation (SEO) efforts. This type of content attracts more organic traffic from search engines, improving search results ranking and increasing visibility. And it’s brands with boosted visibility that see more engaged website visitors and potential customers, as well as increased revenue and profit.
Ultimately, I want business owners and my network to know that whilst creating content is critical, adding value for your target audience is how you get the boost you need to see real results.
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