Creating Marketing Content That Drives Customer Loyalty

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Your marketing content exists for 1 essential reason: your customers. Without them, you have no business. So without marketing content that appeals to your customers, you’re jeopardizing that customer base, and your business as a whole. Conversely, creating engaging and thoughtful marketing content builds customer loyalty. But to produce content that truly resonates with the specific audiences you’re trying to reach, you first need to understand them.

In this post, we’ll learn how to gain this insight about your customer base. Next, we’ll offer some ideas for types of marketing content that can draw audiences in and keep them excited about your brand.

How Do I Learn More About My Core Customer?

You probably don’t know each one of your customers personally. Because of that, you can’t simply ask them for insights about who they are, their relation to your industry and brand, how they make purchase decisions, and more. For this reason, an action-focused customer segmentation strategy can help. To start, you learn key details about your core customers. But further, you also gain insights on how to turn that knowledge into targeted marketing efforts that really connect with those audiences you need to reach. And when you’re creating marketing content with your target customers in mind, you build connections that drive brand loyalty over time. Those are the results you truly want.

Creating Engaging Marketing Content: 5 Types to Try

1. Interactive Widgets & Other Content

Desktop computer with hand on mouse exploring interactive data visualization and other content

Who doesn’t love a quiz? According to BuzzFeed, only about 4% of people who start a quiz on their site don’t complete it … so, about 96% of people are engaged enough to follow through. And the possibilities for interactive media design go far beyond quizzes. How? You can create interactive calculators, maps with survey data, interactive ebooks, and much more.

2. Motion Graphics

Data and icons surrounding desktop computer with play button creating sense of motion graphic marketing content on screen

Video is a powerful tool for storytelling. And consumers and brands alike are taking notice. According to Wyzowl, some 91% of marketers say that video is an important component of their marketing strategy. So whether you employ a live-action video, a fully animated motion graphic, or something in between, you’ve got a great shot at grabbing and holding your audience’s attention through video. You can even start off with short-form video, like a GIF.

3. eBooks & White Papers

Tablet with data visualization hovering above and appearance of page turning to represent ebook digital white paper

When it comes to thought leadership, ebooks and white papers are the gold standard. Historically, reports have been lengthy, text-heavy, and — let’s be honest — a bit boring. But visual content can ignite your messaging! Use infographic-inspired design techniques to pull out key data visualizations, use icons and illustrations to summarize key points, and even create standalone infographics and other content to generate interest in your content through social media or on your site. These techniques help your reports stand out. And, they make you memorable the next time your audience is craving content like yours.

4. Visual Blogs

Hardcover book open with camping scene above creating visual storytelling as marketing content

Similarly to ebooks and white papers, blogs are often long-form content. Audiences are likely to skim text-heavy blog posts or overlook them entirely. Yet, placing images every 75-100 words has been shown to increase content shares! So incorporate visuals into your blog posts to improve comprehension and engagement, boost shares, and break up the monotony of paragraphs of text in a visual age.

5. Visual Content Campaigns

Pink and blue illustrations data visualization motion graphics brochure interactive content creating visual marketing campaign

Whether you’ve tried some of the above techniques on distinct initiatives or are brand new to adding visual content to your calendar, a visual content campaign can reach your audience on every platform they frequent. For cohesion across each of the components in your campaign, you’ll start by outlining a curated set of visual guidelines called a visual language. This is much like a brand book or set of brand guidelines, but is specific to your unique campaign. In this way, you can ensure that from social images to motion graphics, infographics to interactive content, all of the messaging you create resonates with the theme of your campaign.

So no matter who your core customer is, if you really want to reach them, take the time to get to know them. Then, build content that excites them, on the platforms they prefer. This targeted approach shows you are interested in connecting with them in a meaningful way. In turn, it’s a key step in creating marketing content that piques their interest and keeps them engaging with your brand.

Lucy Todd

Author Lucy Todd

Lucy Todd is the Chief Process Officer at Killer Visual Strategies. She is a Seattle native and Western Washington University graduate. Her degree in Creative Writing and her customer service background both inform her work daily. A Killer employee since 2011 and executive since 2014, Lucy has researched for, written, and/or project-managed over 4,000 projects for the company, affording her key insight into our processes and projects. This experience is invaluable in allowing her to lead and empower Killer’s content and project management teams to success. Lucy enjoys managing the day-to-day at the office, offering a unique perspective when a team or colleague feels stuck, and learning from her peers and clients each day.

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