What Is Content Marketing And How Can It Improve The Way You Do Business Online?
As a small business owner, you know your brand is only as strong as its brand ambassador (That's you.). But how do you gain more power to get noticed in an over-saturated and over-stimulated marketplace? One of the most effective ways is through content marketing. This article introduces that term.
Meet Jack. He's promoting tax software. Jack's admen create stunning print ads that position his product as the tax savings superhero. And Jack himself writes a case study that shows how his product saved his client more than $1,800. His case study turned into an article, which led Jack to a podcast interview on a weekly tax advice show. As a small business owner, which promotional avenue appeals to you more? While you may like bold, beautiful adverts, you want to share first-hand accounts of how well your product works. Techniques that achieve this need real-world content.
This is content marketing. It's the creation and sharing of information to engage your target audience. It's open and honest. It's driven by experience. It isn't the meat of your typical ad. Its results don't usually shimmer from advertising agency shelves, but it can help small business owners quickly move from page five results to a top ranking pundit. It's a "show, don't sell" approach, and it works.
From article writing, distribution and publishing to thought-provoking weekly podcasts, content marketing encompasses many forms of information sharing. It can be a lengthy white paper, a short article or a quick tip. Maybe it's an op-ed piece in a weekly newspaper or a blog. Over the years, its methods have moved from 2 a.m. infomercials to podcasts. Content marketing easily satisfies the show, don't sell method, because it wholly connects with people who want to find the information they need.
Whether you're engaging potential customers or connecting with existing clientele, content marketing delivers high quality, relevant and valuable information that highlights your insights and expertise. If visitors to your site get to know what you're telling, they are more likely to get to know what you're selling. Content marketing builds customer loyalty from handshake to sell, not the other way around. This is critical to building lasting online business relationships.
Content marketing doesn't just enhance brand loyalty, it raises brand position. This happens organically as new and existing customers trust your professional opinions and begin to come back for more. This also happens as your content marketing efforts spread throughout the Internet. Marketing this way helps improve search engine ranking, thereby positioning your website higher in search results. This is key to maintaining an elevated level of online brand awareness. The more you say, the higher up you stay.
How do you start content marketing? Create content that shares user experiences, industry news or your own professional insights. Most small businesses start out blogging or launching a Facebook page. Email newsletter pundits create tips. Others write articles. A few brave souls produce podcasts. Whatever you do, try not to sell.
Content marketing is only successful if you take time to listen closely and understand new and existing customer needs, views, goals and fears. Tap into your target audience's mindset through effective market research. Get to know what they need to know. Respond with informative content they can use in their daily lives. And most of all, to truly connect with your target, show, don't sell.
Meet Jack. He's promoting tax software. Jack's admen create stunning print ads that position his product as the tax savings superhero. And Jack himself writes a case study that shows how his product saved his client more than $1,800. His case study turned into an article, which led Jack to a podcast interview on a weekly tax advice show. As a small business owner, which promotional avenue appeals to you more? While you may like bold, beautiful adverts, you want to share first-hand accounts of how well your product works. Techniques that achieve this need real-world content.
This is content marketing. It's the creation and sharing of information to engage your target audience. It's open and honest. It's driven by experience. It isn't the meat of your typical ad. Its results don't usually shimmer from advertising agency shelves, but it can help small business owners quickly move from page five results to a top ranking pundit. It's a "show, don't sell" approach, and it works.
From article writing, distribution and publishing to thought-provoking weekly podcasts, content marketing encompasses many forms of information sharing. It can be a lengthy white paper, a short article or a quick tip. Maybe it's an op-ed piece in a weekly newspaper or a blog. Over the years, its methods have moved from 2 a.m. infomercials to podcasts. Content marketing easily satisfies the show, don't sell method, because it wholly connects with people who want to find the information they need.
Whether you're engaging potential customers or connecting with existing clientele, content marketing delivers high quality, relevant and valuable information that highlights your insights and expertise. If visitors to your site get to know what you're telling, they are more likely to get to know what you're selling. Content marketing builds customer loyalty from handshake to sell, not the other way around. This is critical to building lasting online business relationships.
Content marketing doesn't just enhance brand loyalty, it raises brand position. This happens organically as new and existing customers trust your professional opinions and begin to come back for more. This also happens as your content marketing efforts spread throughout the Internet. Marketing this way helps improve search engine ranking, thereby positioning your website higher in search results. This is key to maintaining an elevated level of online brand awareness. The more you say, the higher up you stay.
How do you start content marketing? Create content that shares user experiences, industry news or your own professional insights. Most small businesses start out blogging or launching a Facebook page. Email newsletter pundits create tips. Others write articles. A few brave souls produce podcasts. Whatever you do, try not to sell.
Content marketing is only successful if you take time to listen closely and understand new and existing customer needs, views, goals and fears. Tap into your target audience's mindset through effective market research. Get to know what they need to know. Respond with informative content they can use in their daily lives. And most of all, to truly connect with your target, show, don't sell.