No matter what industry you’re in, being seen as an expert is critical to earning new business. But what are you doing in your sales and marketing efforts to communicate your expertise? Maybe you’re placing ads using traditional media like TV, radio, billboards or flyers. While these advertising channels may help drive sales today, they lack authenticity and create very little connection between you and your audience. That’s why I encourage you to invest in content marketing. By using content marketing to become an expert in your industry, you’ll gain both short and long term value for your company and for your brand.
When you hear the term “content marketing,” you might not really know what it means or how to get started. Or you might think it sounds like a waste of time. It can be difficult to understand how writing content that isn’t overly sales-focused can drive opportunity with existing and prospective customers. Let me help dissect the world of content marketing by addressing some of the most commonly asked questions.
What in the world is content marketing?
Basically, content marketing is the practice of communicating with your audience without selling. It’s non-interruption marketing, so instead of pitching your products or services, you’re delivering information that helps make your buyer more intelligent – and it also positions you as an expert on the subject. The purpose is to attract and keep customers by consistently delivering valuable information (content) with the intention of changing or enhancing consumer behavior.
Companies send us information all the time, but most of the time that information is not very relevant or valuable. That’s what makes content marketing so valuable in today’s environment of thousands of marketing messages per person per day. Great content marketing makes a person stop, read, think, and behave differently. It’s being used by some of the greatest organizations in the world, such as Microsoft, John Deere, and more. Why? Because it works.
Why does it work?
According to Roper Public Affairs, 80 percent of business decision-makers prefer to get company information in a series of articles versus an advertisement. 70 percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say company content helps them make better product decisions. Think about it this way. What if your customers looked forward to receiving your marketing? They do when they know they have quality content coming their way.
How do I make this happen with everything else on my plate?
Hey, I get it. You’re busy – and who has time to put together a content marketing strategy, much less stay on top of writing content consistently? That’s where a handy tool we’ve started using comes into play. It’s called CoSchedule, and it’s great to use because:
Become an Expert in Your Industry
Regardless of what you’re currently doing to advertise now, consumers want to know that you’re an expert in your industry. They want to be confident that you know what you’re talking about when it comes to the services you provide, and a content marketing strategy can help you do that.
If you want to become an expert in your industry through your own content marketing strategy but aren’t sure where to start, let us help. Reach out to us anytime to start creating your own successful content marketing campaign.