How explainer content can attract customers and boost awareness 

By Josie Palmer
April 22, 2022
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For any retail or ecommerce business trying to boost its visibility, attract customers and garner more sales, you will be well aware of the importance of web content. Content can refer to various mediums, providing various solutions to customers and target audiences via several means.

One key type of content that businesses need to factor within a content strategy is explainer content.

In this article, we’ll talk about what explainer content can do, and why it’s important for any business, no matter how big or small.

It sounds super simple – but something many businesses may fail to recognise is that although a business may know what it is selling inside out, that doesn’t mean that its target audiences do. If audiences aren’t aware of the overall aims of a business, and how it can help them, they will likely engage with a product far less.

All businesses have internal goals and a mission statement. Whether a business is selling a SAAS solution, offers a unique online platform, a tailored service, or a bespoke product, in some way or another, every business needs a unique spin to really lift off. All business owners know what that unique spin is…

But do their customers?

This is where explainer content comes in. Whether it be a product how-to, an introductory homepage video, an FAQ post on Instagram, or a live Q and A once a month… These are all ways a business can boost brand awareness and inform consumers of the product or services on offer.

Most importantly, explainer content can remind customers how a product helps them. It’s all about the customer. Businesses spend a large proportion of internal resources researching their industry to find out what frustrates people, and where key competitors are lacking.

Capitalising on the results of this research is where the ‘golden ticket’ can be found, as this shows customers that the product or service is completely attuned to an issue they have or a problem they are looking to solve.

What types of explainer content are there?

Explainer videos are one of the most successful and popular formats of explainer content that yields results. How-to guides, product launch blog posts, and step by step user guides are all valuable content that helps customers learn about a product. If it doesn’t exist already, create an easily accessible FAQ section that’s easy to locate, with further call-to-actions to get in touch if necessary.

Search engines reward companies that take the time to create informative, authoritative content that customers will find useful.

Engaging explainer content not only makes it easier for customers to learn about a product, but will organically increase a webpage’s visibility for key search terms relating to that product, too. If that wasn’t enough,  it demonstrates to Google that your business spends time investing in its customers rather than product promotion. After all, Google is a search engine and its mission remains the same:

To organise the world’s information and make it universally accessible and useful. 

I’ll leave it there – this really is the tip of the iceberg and whistle-stop into the subject! Hopefully, it has demonstrated just some of the value explainer content can have. What are you waiting for?

If you’re an ecommerce marketer or business owner, and you’re looking for more useful tips on how to boost sales and awareness, sign up to The Evergreen Way!

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