When people search for information online, they don’t want to be sold to. Or ambushed. Or pushed. Of course, however, your job as someone who is part of a business is to sell. These two ideas may seem like they are at cross purposes, but content marketing can help you promote your company without being so “in your face” or ‘sales-y” about it.
Content marketing is the process of distributing and sharing useful, valuable and relevant information that your target market is looking for. It goes by many names – from custom publishing to private media to branded content. But no matter what name is being used, the goal is the same: Content marketing is used to attract and engage a clearly defined target market to drive a specific action.
Content marketing works because your customers have changed. Their needs and expectations are different than they once were. They are jumping through hoops to avoid advertising. They don’t want to be sold to – they want to learn. They want tips, new information and sound guidance. And publishing content feeds all of those needs.
Publishing helpful information gives your audience exactly what they are looking for, and brands your business as a company that can be trusted and should be liked. As a result, when the time comes to buy what you have to offer, the customers that have downloaded your report, subscribed to your blog or visited your YouTube channel are more likely to buy from you. They know you and have experienced your expertise firsthand – and they are ready to take this relationship with you further.
Getting started with content marketing is as easy as making a list of the top questions that your customers typically have before they engage with you, and then creating content that answers those questions. Use that content as a foundation for your content marketing program and you’ll see great results in no time.
For more information on how a Content Marketing strategy and plan can help you or your clients, contact me for a free copywriting consultation.