Content Is Still King…
Well…VALUABLE content is king. We are all in the publishing business like it or not. I’m sure by now you’ve heard term content marketing. “Content marketing” is frequently used in digital marketing spaces and can mean different things depending on the context.
Basically, content marketing refers to the process of creating and distributing valuable, relevant and consistent content [for free] that your customers care about using a variety of formats and media to get them to pay attention to what you’re offering. The goal is to attract your target audience to engage with your content and build trust to ultimately drive profitable action and award you with their business. We want to drive profitable customer action.if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
Focus on the customer
One of the biggest challenges business will face with content marketing is focusing on the needs of their customers, and topics that matter to them, instead of talking about themselves. If we, as businesses, deliver consistent, ongoing valuable information to buyers, the idea is that they will ultimately reward us with their business and loyalty.
What Is Content Marketing Exactly?
According to WikiPedia, Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
These days, companies are creating more and more content than ever before. Between blog posts, email campaigns, social media posts, landing pages & websites, everyone is starting to act more and more like a publisher every day.
Content marketing institute defines it like this:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. – Content Marketing Institute
Your content is what moves your customers down the sales pipeline. Purposeful, relevant and valuable content will increase conversions in a way that even the best sales pitch never will. It lets your potential customers know what they’re getting into before they buy from you. You have the chance to speak to them before you actually speak to them. How incredible is that!
Why Should You Use Content Marketing?
Here are three important reasons:
- Customers expect content
- Content differentiates you from your competition.
- You want your customers prepared before you talk to them
Consider this: people search online before making purchases now more than ever. When someone searches online, they are looking to find a way to get information they need, make a purchase or to solve a problem. So basically you have a couple of choices – you can publish content online so these users can find it when they search, and use it to better their lives and businesses, or you can hope your phone book ads and billboards finally start working. Sorry…too direct?
Good content marketing will make a person stop in their tracks, actually listen to what you’re saying, think about it, and behave differently than they would have otherwise. Directing your content creation around a business objective causes it to work directly to attract, retain and delight your customers throughout their experience with you.
Life Cycle Marketing
Every purchase has a back-story, a history of smaller interactions with a company before a decision is made. This journey, or customer life cycle, is different for every business and individual to each customer. Customer groups have similar needs and problems, but each person learns and buys a little differently. Everyone of them begin their journey with your business with different levels of awareness of your products and services so having content that meets them exactly where they are on this journey is critical to guiding them through your sales process.
Content Marketing + Email Automation Changes The Game
The true power in content marketing come when you can personalize and tailor the content a potential customer is seeing from you. Through the use of email marketing , CRM and marketing automation, you can provide exactly the message each customer needs to see at the time they need to see it. Learn more about email automation.
Have a Multi-channel presence
Facebook, Twitter, Pinterest, other social media and blogs give you a wide reach and allows you to approach people where they are with a message that is relevant and in context with why they are there. Integrating your entire online presence with your CRM, analytics and email marketing provides powerful levels of engagement and the ability to publish exactly the right content, to exactly the right people, at exactly the right time.
Sum it up for me
The bottom line is content builds authority and trust, not skeptisizm in the minds of your customers. By consistently publishing great content you will become a trusted source for your customers and they will begin to love you and not ignore you.
If you want to get started with content marketing, we can help you create actionable guidelines to create and distribute your strategic and valuable content.