So you’re heard the term “content marketing” thrown around by marketing professionals and on social media but you just kind of nod your head and pretend to know what they’re talking about . . . Don’t worry, we’re going to clear it all up for you!
In a nutshell, content marketing is all about, well, creating content. It’s about sending a marketing message but doing so by providing valuable information to the consumer–your audience.
This is totally different than most forms of “traditional” marketing. Instead of throwing an advertising message at your consumers, you’re giving them something they can actually use. Instead of trying to avoid your message, they actually want to consume it.
Content marketing usually takes the form of blogs, videos, infographics, podcasts, webinars, books, etc. For example, maybe a yoga studio puts out a podcast about meditation. It definitely provides valuable content to users–a lesson in meditation–but the ultimate marketing purpose is to drive new customers to their yoga studio. Or a chiropractor may distribute a white paper about common back ailments. Yes, it’s informative to people but more importantly, the people that read the paper may come to the office for more information.
Why It’s Important for You
The reason content marketing is important for your business is because it helps your potential customers with the first two steps of the buying cycle: awareness and research.
Content marketing helps build trust early on. Consumers do a ton of research when making a buying decision, whether it’s a new hair dryer or a spot in a nursing home. And where do they do their research? On the internet of course. So when you’re content shows up in a search–your webpage, YouTube videos, blog posts–consumers are getting valuable information from you and that builds their trust in you. When it comes time to make that buying decision, you’re already in the forefront of their mind.
Creating the content isn’t difficult. You already have expertise in the product or service that you are marketing. Instead of keeping it in your head, get it out there in the form of an informational podcast, a free downloadable guide or an article. Then use your social media marketing to broadcast it through all your channels and get it out to your audience.
The most important thing to remember is to keep your content valuable. People will click right past your information if it doesn’t interest them or benefit them. Your marketing message should be in the content, but not at the forefront.
And as always, if you want to take your content marketing to the next level, we can help with that! Contact us any time.