It’s undeniable: consumer behavior has changed a lot over the last few years! And today, online content is one of the main means used not only to decide to buy, but also to discover new opportunities, clarify doubts and find solutions to various types of problems.
The result of this is also nothing new! I’m sure you’ve noticed the effects of this change on companies — which are increasingly increasing their investments in Content Marketing, whether to boost brand visibility and reach, win more customers or even retain and build customer loyalty!
And of course, the competition was not going to be left out of this: it is bigger, more complex, and getting ahead has also become more difficult. Only brands that seek originality, connection and trust stand out.
Now you must be wondering: how can I achieve a prominent position in the digital environment? You can find the answer here! Let’s see what online content is and how it can help your brand interact better with your audience?
What is online content?
Online content is any content that is available on the Internet — from blog articles, social media posts, videos, podcasts, etc.
For this content to reach the target audience and be actually consumed, many companies use Content Marketing: a strategy to attract and help these potential customers find what they are looking for.
By developing and implementing an efficient online content creation strategy, you have a series of advantages, such as:
- Inform, educate and entertain your company’s target audience;
- Consolidate your brand as an authority;
- Convert visitors and followers into leads ;
- Nurture a relationship with them;
- Offer a product or service;
- Delight these customers and continue selling to them after their first purchase.
In other words: one of the goals of producing online content is to make your company a reference and strengthen the relationship with potential customers in such a way that they buy from you sooner or later (and repeatedly)!
The evolution of online content
To better understand how online content has been gaining more and more space in our daily lives, I ask you to analyze the following hypothetical situation and answer:
If you had to ask a question to a company you are a customer of, which of the following options would you choose first?
- Call a traditional customer service center and speak to an attendant;
- Enter the company’s website or application and search for Frequently Asked Questions (FAQ);
- Search Google (or directly on the company blog) to see if any article answers your question.
I bet you usually choose the latter option! And here’s why: convenience and quick response. With just a few clicks, you can find what you were looking for!
And it doesn’t stop there: another behavior that has been changing for years and has become quite common is to seek more information about a product or service before making any purchase. Right?
Imagine someone who wants to buy a cell phone: all they need to do is go online and search on Google for the features and price range they want, and a lot of content will appear showing the cell phone models that best fit their needs.
Therefore, I am being completely honest with you when I say that it is essential for companies, like yours, to invest in online content to be found and, of course, achieve better sales results !
However, with this high demand for online content, companies continue to behave in the same way: they search for information on the Internet to better understand the actions they need to take to become a leader and a reference in the sector in which they operate.
As I imagine this is also your case, stay with me here:
Online content: what to expect in the coming years?
Since consumer behavior is aligned with market trends, following them is crucial to developing your Content Marketing strategy !
Multiple online content formats on the same channel
You should keep in mind that there are some online content channels and formats that are more efficient for attracting, selling and retaining customers — and that these are not just trends, but consolidated realities, as is the case with articles and rich materials on blogs, which continue to grow year after year in Digital Marketing!
Blogging is an incredibly relevant way to generate organic traffic for companies through SEO and thus build their own business generation channel.
And the interesting thing is that, on a blog, you can make content available in text, images, videos, audio, etc. — just like this article, which you are reading now!
So remember: there’s no point in thinking about a lot of trends without first focusing your efforts on what has practically become a rule . Deal?
But of course, it is also necessary to always evaluate:
- What do you want to achieve by producing content and publishing it on the Internet? Traffic to your website? More interaction with your audience? More leads ? More requests for quotes?
- What indicators and metrics will be monitored so that you understand whether you are on the right track?
- Who is the company’s target audience? How, when and where do they consume content?
- What techniques should be applied? Copywriting , storytelling , SEO ? Believe me: for each content format, there are a series of techniques that can be used to retain attention, engage and instigate some action from those who consume it!
- What will be the routine for creating and publishing content?
I say all this because social media, for example, also works as a great channel! Often, they are even more effective than blogs — depending on the objective you want to achieve with the online content and the reality of your company.
In addition, social networks also allow the publication of different content formats, such as Instagram, which has the famous image carousels, videos on Reels, live streams, Stories, etc. — each with its own purpose!
Diversifying between different formats on the same channel makes online content more interesting — which results in greater audience interest, more traffic, more conversions… And it is related to two other main trends that I will now show:
Audiovisual content
In recent years, video content has become increasingly prioritized, especially with the rise of TikTok — and Instagram’s frequent changes since then to keep up with that trend.
As it is an online content format that is very adept at micro-moments, for example, consumption will only increase!
And it is no coincidence that these social networks, as well as YouTube, are dominated by several companies — which has been seen positively by India, since 56% follow a brand on TikTok and 61% are subscribed to brand channels on YouTube.
As always, this means that companies that are customer-focused and take the opportunity to create audiovisual content, such as:
- Institutional videos;
- Quick tips;
- Tutorials;
- Webinars;
- Podcasts;
- Lives;
- Customer testimonials, etc.
Interactive content
Interactive content is the main online content trend for the coming years due to its high capacity to generate interest, engagement and proximity!
Netflix itself has already caused quite a stir with the release of the film “Black Mirror: Bandersnatch” or the series “Trivia Quest”, for example, in which the viewer, through the TV remote, literally controls the events, choosing what they want the characters to do or answering questions. Cool, right?
And, as you can imagine, this type of content is also gaining traction on the Internet! Some examples of interactive online content are questionnaires, tests, virtual calculators, games… which can even be inserted throughout text content.
Start creating online content for your business now!
By now, it’s no secret that investing in online content creation is a fundamental aspect for any business that wants to thrive!
When developing a strategy, it is important that you place the customer at the center of decisions and are able to explore the most diverse formats.
With that in mind, I saved the best for last: we, here at Enjoy Minder, are experts in Digital Marketing strategies and we use Inbound Marketing to create and distribute all types of online content across a variety of channels!
Our team is ready to help your company attract and win more customers and, most importantly, increase sales!
Want to better understand how we can help you? Request a free diagnosis and together we will take the next steps to make your company stand out in the market!
