Rather than pitching your products or services, you are giving them information that will enable them to make more informed decisions. The essence of this strategy is that if we, as business owners, deliver consistent, ongoing valuable information to our prospective buyers then they will ultimately reward us with their business and loyalty.
You wouldn’t be surprised if I told you that it really does work. It’s being used by some of the greatest global marketing organizations of today, such as Microsoft, Proctor & Gamble and Cisco Systems to name but a few.
- Its main aim is to increase sales with a small budget by delivering quality and valuable information.
- Its primary benefit is the ability to hold attention longer than a traditional advertisement and faster than a brand development.
- It’s a very effective way to interact with the human senses, a method which seemed impossible a few years back.
- Products and services can not only be read, but can also be seen and heard instantaneously.
Do remember however, the purpose is not to spam or scream about your offerings in the hopes of making a sale, but rather to educate and inform your target audience.
The principal behind the thinking is that by giving valuable free information, then brand recognition and industry expert status is obtained over a very short period of time. It’s another way of empathising with your audience.
So what falls under content marketing?
Videos — creating and uploading videos on YouTube is a great way to connect you with your target market. Video has proven to be probably the top method for interacting with your audience online. If done well it’s like having your prospect sitting with you in your living room.
Articles — are a powerful way to communicate with your audience. Not as powerful as video and audio, but strong nonetheless.
Web 2.0 — Go to HubPages.Com, or WordPress.Com and you’ll get an idea of what web 2.0 properties consist of. These are places where you connect the dots or send people directly to learn more about you or the subject of interest.Now it has to be said that just because content marketing is a seriously great way to interact with your prospects you cannot take anything for granted.
If you put out rubbish content then don’t expect to make any progress. The basics of good copywriting and video production still apply. Heavens knows there’s enough rubbish on Youtube to last several lifetimes.
This doesn’t mean you will need to go on an expensive social media-training course or will require expensive equipment to make good videos. There are some excellent cheap software programs for making video or if you don’t feel inclined you can outsource the whole process for a very reasonable cost.
Treat your social media marketing, particularly content marketing, as if you were preparing a fine meal. It’s not a snack to be thrown together but more like a gourmet meal that requires careful preparation and the finest ingredients. Add in your own touch of tender loving care and you will have a meal ( product ) fit for a king.
Finally one last thought, content marketing usually requires some thought and effort for the best results but you won’t get any results, good or bad, if you don’t take action. If you don’t take any action your business will starve to death before it’s even born.
Want your business to survive and grow? Take massive action, tweak and then take even more action until you get the results you want.