The term Content Marketing is used so often and I wonder how many people know what it means. The name implies that it has to do with the marketing of content.
In thinking about this topic, I could not clearly articulate its meaning beyond what has been stated above.
There are two definitions that I will share so that you and I can be on the same page. This is important as we outline the six reasons you need to make content marketing king in your business.
The first definition comes from Dictionary.com. Here is what it says:
Content Marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
The second definition comes from contentmarketinginstitute.com. Here is what they say:
Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Almost every article or book that you will read on Content Marketing makes it clear that it’s the content that makes the difference as far as traffic to your website is concerned.
It’s amazing how many people claim to be in business and have set up a website yet do not have content that speaks to what their business is about. Not only is that so, but most of their posts are outdated or not updated.
People are not going to waste their time going to a site that does not distribute valuable, relevant and consistent content. They might give you one chance and if they do visit your site and find it not be of value, you’ll not get a second chance. People’s time is too important for that.
Here are the 6 Reasons Content Marketing Is King and why you need to treat it as such in your business:
1. Brand Awareness and Perception
You and/or your business is portraying a certain image to the public. Given the chance, the public will make up their minds as to who you are without having adequate information on you.
This may come from what others have said or simply by them forming an opinion based on their gut feeling.
Here’s where content marketing makes a difference. What if you were to consistently put out content that you decide should represent you or your company? This consistency along with valuable and relevant information would possibly drown out the perception they had formed within a vacuum.
You get to do this.
2. A wider reach
The more content you create and more consistent you are in distributing such, the wider of an audience you will reach.
As a podcaster, I distribute audio content on a weekly basis. I’ve done this consistently for months on end and as of this post, my show has been heard in 99 countries.
I would have never thought that my voice would have such an audience reach when I first began. However, as I’ve stayed with it, it’s finally paying off as far as reaching a wider audience outside of my family and friends.
3. Generate or Capture leads
Reaching a wider audience is only one side of the coin. Being able to connect with those who are consuming your content is the other.
This is where most people who are doing content marketing fail. It is not an easy task. Many of those people are overwhelmed by different forms of content and can only devote so much time to consider yours. as so many people are vying for those
Offering something unique and of high value is one way to attract them to you. This effort is known as lead generation. You are offering them something of high value in exchange for their time.
There is something else of importance you want from them, which you will hear more about in #4.
4. Grow Your Email List.
As stated in Reason #3, connecting with your audience through lead generation, is of vital import. This is the method by which you are able to build a relationship with them, nurture that relationship and eventually convert them into paying customers. That’s is your end goal.
Growing your email list is one of your most valued transactions. Through this connection, people will get to interact with you and get to know you more. The more they know you, the more likely they’ll do business with you.
Choosing an email platform to host your list is also important. There are so many choices available. Two of the most popular ones that I currently use are Aweber and MailChimp.
They, like most others, allow you to send automated emails to your list.
5. Make Money Through Sales.
Selling is one of the hallmarks of any business. You must sell your service or products. By building the relationship with your potential customers, they’ll more than likely want to buy what it is you are selling. They’ve come to believe in you. They want something from you that will help them solve a problem.
Your content marketing is geared towards this ultimate goal. This means planning is important.
This is something I’ve struggled with and have been working very hard to do better at. I’ve finally figured out how to do so with the help of audios, videos and most importantly, hiring a coach.
6. A Chance For Repeat Customers.
Once you are able to convert those consuming your content into customers and they purchase your service of product, they will more than likely become repeat customers.
It’s often said that if you can get someone to purchase from you once, they are more than likely to purchase from you a second and third time.
I’ve heard that it is cheaper to keep an existing customer than trying to gain a new one.
These 6 Content Marketing Reasons are not exhaustive but I believe they cover what you’ll need to get started.
If you would like to listen to the audio version of this post, you can do so HERE. You can also listen to a previous show that I did on this topic: 5 Content Marketing Techniques To Boost Your Brand Awareness Online Ep 259
