Think back to the last time that you bought from someone new. It could be for your business or for personal reasons. Why did you buy from them as opposed to one of their competitors? How did you come across them?
My most recent business purchase, was to invest in a programme from a business that I had followed for a long time on social media. I had met the owner at an event, was on their email newsletter list and had recently joined their closed Facebook Group.
Its not quite the 7 points of contact that are commonly touted as needed to make a sale, but you get the gist. I had gradually built up a trust that the business was credible, I liked her content and I could see how the service could benefit my business. Content or digital marketing working at its very best.
This blog is all about content marketing and how can it benefit your business.
The challenge: Marketing your business whilst meeting your client’s needs
Having worked alone for the last three years, two of my main challenges when it comes to marketing my business are time and money. I love new and shiny, shiny things that come out and can be easily distracted, however on a weekly basis I need to be sure that I am working on looking after my clients and meeting their needs. This is essential if I am to be able to continue to run the business and build the right foundations for growth. At the same time, I should be out there being visible, marketing my services and creating a funnel for future opportunities.
This is where content marketing comes in, particularly when planned out in advance and executed strategically. Content marketing is an organic method to help raise awareness of your brand with your target audience. This can happen before (or as well as) moving to a phase where you might be ready to add in paid advertising or other marketing investments.
What does content marketing cover?
“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis
Really it is any content that attracts your ideal customer to find out more about your business. It can come in many different formats; blogs, infographics, podcasts, white-papers, eBooks, guides, case studies and even to an extent, social media.
When you are planning out a content strategy for your business, start with the basics of your USPs and your ideal customer. You can then build a map of different topics which might add value to an existing customer or future lead. As an example this could be a frequently asked question, a common problem that your product or service solves or a new trend that your business aligns with.
What are the benefits of using content marketing as a strategy?
Aside from the relatively low cost in either your own time or outsourcing to someone else to write for you, by creating and sharing good quality content, you can really start to reap the below benefits of raising awareness of your brand amongst your target audience.
- Increased visibility
- Word of mouth – referrals
- Wider reach
- Improves effectiveness of communication
- Build the all-important “know-like-trust” cycle
“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” – Jay Acunzo
If you feel ready to move forward with your content efforts, always keep value in mind. Brainstorm some ideas of how you can help solve a customer problem!
Blogging is usually the starting point for many content marketing campaigns so plan out what you might blog about for the next 3-6 months and how many times realistically you are going to do it. As with all digital marketing, it will be a test and refine process to see what resonates as you build your audience.
Ready to blog more frequently but stuck for time? Let me help with your summer content marketing so that you can spend time with your family. I'm a parent and a content marketer so I am well versed in the juggle but fully aware how important it is to keep consistent with business blogging. This is why I have launched a limited edition blog booster package for business owners like you.