One of the buzzwords that has risen to prominence over the last decade is ‘content marketing’. Basically it means that you are preparing content (writing articles or designing images) and adding it to the body of knowledge that is out there on the web.
Traditional marketing and advertising would suggest putting your services and strengths out there in the marketplace to encourage people to call you. You keep the gold hidden away because that is what you want people pay for.
Content marketing takes a different approach. It positions you as an expert in your field, where you prove your worth as a supplier by showing you know what you’re talking about. So why would people be interested in this? We are currently working with a number of clients on some content marketing strategies and this question comes up all the time. Why do it?
- It positions you as an expert. The marketplace is crowded. Many of your customers are deafened by the white noise of advertising – where everyone is in their face talking about how cheap they are or how good their product is. What makes you stand out? The smarter marketers out there are talking about the benefits of the products bring. Content marketing enables you to not just talk about your products and services, it allows you to talk about your expertise behind those products and services and why people should talk to you.
- It generates goodwill. The web has always been a place where goodwill has been important. One of the reasons many companies have found it difficult to sell subscriptions or memberships on the web is that people ask a question that is straight from the class of marketing 101 – ‘what’s in it for me?’. They won’t pay for information before knowing it’s worth it. Content marketing enables you to do that by showing that you are knowledgeable, but you are trustworthy but you are also willing to give a little to get a little.
So could you benefit from content marketing? Absolutely. We would love to talk to you about how you and your organisation could benefit from being an expert and giving a little bit back to your prospective customers.