Picture a world in which your marketing materials weren’t greeted by a bored roll of the eyes, a swift banishment to the junk folder, or a one-way trip to the recycling bin. Imagine instead that prospects are eager to receive the next piece of content you send their way (whether by email, snail mail, or through online and social channels). They look forward to seeing what you have to say, and happily spend ten, fifteen, thirty minutes or more devouring it, before sharing it with their friends and colleagues.
It’s every business owner’s dream for their marketing to be uber-successful, but it’s something that’s incredibly difficult to achieve.
The key is content, or more specifically content marketing, a strategic approach that focuses on the creation and distribution of highly relevant, valuable, and consistent content.
The objective of content marketing is to first attract and then retain a very clearly defined audience – the people you most want to work with – and ultimately drive them to take profitable actions.
But What Is Content Marketing?
The basic ethos of content marketing is that it enables you to provide your audience with helpful, valuable, actionable information that has a positive impact on their lives. This builds trust, loyalty, and in time leads them to naturally buy from you.
It’s a very different buyer experience to the hard sell that sees you cold calling and constantly pitching people your products and services.
Rather than sending out sales pitches about your stuff, you create highly valuable content relating to that stuff. Your audience are happy because their questions have been answered, their problems solved, and their lives improved by your content.
By working subtle references and soft pitches of your products and services into your content, and encouraging people to subscribe to your email list, you can ensure you gently nurture relationships and transform readers into prospects, and prospects into paying customers in a non-salesy, non-sleazy, highly positive manner.
The Bottom Line: Content Marketing Is Good For Business…
A great content marketing strategy is good.
It’s good for your lead generation, your bottom line, and your customer satisfaction. In particular, content marketing has three core benefits for businesses, namely:
- Reduced costs
- Increased sales
- Higher customer acquisition and retention rates
The key to effective content marketing is ensuring it’s both valuable and relevant to your target audience. If it’s nothing but a sales pitch, it’s neither, and will fall on the slush pile of all the other informational marketing materials out there.
Businesses churn out information all the time. The fact your business is producing ‘stuff’ doesn’t mean it has a content marketing strategy. More likely, you’re simply spamming people (albeit unintentionally). This is what makes content marketing such an interesting prospect in the crowded modern digital market – it gives you the opportunity to stand out, make a statement, and get noticed for all the right reasons.
Intrigued? Check out some more of our own content on content marketing to learn more, or book a free, no-obligation consultation below – we’ll talk you through exactly what content marketing is and how we can put it to work in your business…
Our Head of Marketing, Hazel Butler, is an award-winning author, copywriter, and editor. Part ghostwriter, part blogger, part videographer, and part strategist, when she’s not endlessly penning content for our clients Hazel’s happily concocting the perfect marketing plans to propel their businesses forward.
Get to know her...
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