According to Wikipedia, “Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases.” (Uh…what? Don’t worry; I’ll break it down for you in Earth terms.) Content marketing has traditionally been thought of as blogging…however, it shouldn’t be. It should be about using a variety of digital media content on a variety of platforms with a single purpose.
Great content marketing tells a story
And just like a story in a book, the story of your business is detailed and multifaceted. It’s not just a bunch of blog posts. It’s videos and pictures of your business’ location, your merchandise, you conducting business and your customers enjoying your product or services (if they’re cool with it, of course!). It’s interesting, relevant content that’s always relevant to your customers’ wants and needs. So make sure you’re visible online in a variety of interesting ways…it’s all about keeping in touch with your customer base! Every piece of content you add to your website, blog, Facebook, YouTube and Twitter account should work in tandem to tell the story of your business online and reach out to the community you create around your brand.
Why you should use content marketing to court your customers
1. To gain trust
It’s a fact of life: people always want to do business with people they trust. When you tell your story online using a variety of digital media, that makes your business very “real” – and a “real” business is a trustworthy one. You know the old saying, “If you can see it, you can believe it”? Telling your story online shows your customers and prospective customers that your business is transparent – you want to be visible and have absolutely nothing to hide from.
2. To engage with your audience
Not only does telling your story via a variety of digital content give you an opportunity to demonstrate your “realness”, it also gives you an opportunity to engage with your target audience online. The content you put out into the world (wide web) gives them something to see and talk about with you and with their friends (and you want people to talk about your business, right?). Social media marketing is successful when people are spreading messages via word of mouth; telling your story online will allow that to happen naturally because your message isn’t a stock sales message…it’s a rich, interesting narrative.
3. To increase visibility while lowering costs
In order to successfully spread your business’ message online without spending an arm and a leg on PPC advertising or appearing spammy, you need a variety of content. When you tell your business’ story through a number of digital mediums, the content you create becomes content you can use to spread your message via your blog and social media sites. And, when done right, you get a sweet bonus – search engines eat it up and can give you a huge boost in traffic and visibility!
WebMaxedU shows you how to lay the foundation for successful content marketing…how to start a website, add a blog to it, and use social media. Good thing you’re here, huh?
Are you telling your business’ story online? Tell us how you’re doing it and some of the successes and/or challenges you’ve faced along the way in the comments.