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GUEST ARTICLE: Impact of advertising on people depends on relevancy of content

Relevant content helps achieve a brand’s goals by generating substantial organic traffic.

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Mumbai: You know an advertisement has done its job when people start talking about it. When people are influenced to visit your website and learn more about your brand’s offerings. However, understanding what captures the attention of the audience and keeps them engaged is of real importance.

Advertising is one of the most powerful tools brands use to build relationships with their audience. An effective ad successfully reaches the target audience and makes them aware of your brand’s products and services.

There are some ads we remember and some we don’t. The reason some ads find a place in our hearts is because we relate to them, and this is where content relevance comes into play. Brands have been relying on different formats, from blog posts and articles to infographics. The only way to get the most out of your marketing efforts is by ensuring the content is relatable.

In today’s digitally-led world, consumers are bombarded with a flurry of content every second. However, consumers only pay attention to what appeals to them and what is relevant to them. Relevant content engages your target audience and lets them know you have exactly what they are looking for. Social media has become a cluttered space for content, and users usually filter out content that doesn’t look helpful. For a brand to achieve relevance, it is imperative to stick to its voice, mission, and goals. Relevant content in advertising can help you achieve pretty much all your goals by generating substantial organic traffic.

Creating relevant content for your brand is an always-on thing. Content and how we consume it change every day. To reach our audience effectively, we must stay on top of trends and keep an eye on how frequently the digital landscape changes. Because with every change, your customers and how they consume content change.

To ensure your brand leads in the industry, you must consider the different content buckets that may be important to the end user. According to several studies, a user interacts with your brand nearly seven times before purchasing. Hence, any brand must have relevant content, which will further act as a push button for the customer. In addition, customers are more likely to interact with your brand if you are consistent in your content marketing and clearly highlight your offerings in the given industry.

Relevant content influences how your audience views your brand and is always in your favour. It gets you more eyeballs when you assist others with solutions to their challenges. You don’t always have to sell through advertising, though at times that is what works best. Moreover, when it comes to winning over your audience’s trust, content relevancy truly makes a difference. The end goal of content consumption should always be to establish a strong relationship with your customers. Because customers buy from you when they have confidence in you, trust brings in sales.

The author of this article is iCubesWire founder & CEO Sahil Chopra.

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