When it comes to marketing, CONTENT is King, Queen and Stable Boy!
The strength of your content marketing and its ability to connect your ideal customers with your business is fast becoming the key indicator of business success.
But why is content marketing so powerful and can it really make THAT big of a difference to your bottom line?
In this article, we’ll dive into how you can use content marketing to double your business and look at why content marketing should be on the top of every to-do list.
Every damn day.
We’ll also be sharing our top six tips on how to get started with content marketing so you can see dramatic changes in your business.
By the end of our wrap on content marketing you’ll have an overview on:
Brew a cuppa tea and let’s get comfy!
“Content Marketing” is the use of content to communicate a message to your ideal customer, with a specific goal.
Online Marketing Guru, Neil Patel says Content Marketing is “a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.”
Marketing maestro, Seth Godin says: “Content Marketing is all the Marketing that’s left.”
Ian Lurie, CEO, Portent, Inc sums it up nicely: “Content isn’t ‘stuff we write to rank higher’ or ‘infographics’ or ‘long-form articles.’ Content is anything that communicates a message to the audience. Anything.”
For a breakdown of content marketing from past to present, check out this video:
And just why should you care so much about content marketing?
Well, it’s the way the world (and all its consumers) are now connecting with and interacting with brands and businesses.
The stats don’t lie…
The success of your business, brand awareness, sales and retention starts and ends with content marketing.
With Advertising, you are publishing a designed ad for one specific purpose: a sale.
It’s usually instant, has a short life span and is ‘telling’ a customer something via a ‘push’ or disruption.
Here’s an analogy to this: You’re happily watching the latest episode of The Bachelorette, an ad telling you all about the latest hair removal cream blasts onto the screen in all it’s pastel and pop music glory! It’s “disrupted” your experience to “push” a product in your face.
Traditionally, advertising can be placed in areas like:
Nowadays, advertising is also on social media, google and online directories.
On the flip side…
Content marketing is based on storytelling. With strategically crafted content (designed with your ideal customer in mind) you have the chance to impress a customer and allow them to get to know how you can solve a specific problem.
To continue our hair removal analogy…imagine you’ve searched for a new razor to buy online. You find an article on Google about the differences between shaving and using a hair removal cream. You click and have a quick read. The article makes some good points and gives some surprising facts. It directs you to a website with video interviews of women just like you, who have made the switch from shaving to hair removal creams and you decide to buy it and try it. Congratulations, you’ve just quickly and successfully been marketed to, via content.
By pre-planning and laying out an information-rich path for them to follow, you are giving your customer the best opportunity to know, like and trust you.
You create a relationship with a customer via your content and ‘win’ their business once authority, trust and likeability is established.
Your content can be published in areas like:
Content marketing can also occur offline. Things like: company-branded magazines, physical booklets, even live events can all make up part of your offline content marketing strategy.
You can create different types of content to suit your customers:
What do most of us *do* 10 times a day? “Google it!”
The Google Gods connect us, mere mortals with the answers we seek. And boy, do we seek!
Never before in human history has “the marketplace” been so accessible.
It’s remarkable to think I can google, find, enrol and start an online course on “How to speak conversational Spanish” in less than five minutes.
And that’s just how long it could take a prospective customer of yours to google, find and enrol/buy/sign up to you or your business; LESS THAN 5 MINUTES.
However, you need some skin in the game.
You need to have strategiesd, pre-prepared some dishy answers to your savvy customer’s key questions and publish them online for them to find you.
Think of your content as a ninja, waiting patiently for your ideal customer to search for it, either on google, social or on your website.
Then Bam! It’s go-time.
For your customer to find you (with speed and ease) you must appease the Google Gods and get your sweet ass content online, visible and searchable.
49% of users say they use Google to discover or find a new item or product. (Think with Google, 2019)
[Note well: a solid SEO strategy to partner with your content plan should be part of your strategy]
The short answer is; YES it can.
Content Marketing statistics are IMPRESSIVE, to say the least.
Put simply, more quality content designed specifically for your ideal customer means you, your brand and message are more visible and your customers will find you, click through, view you and ultimately decide to ‘join’ you or not.
Traffic – leads – sales. All increase with a QUALITY content marketing strategy.
Absolutely! In fact, content marketing should be a key element in your customer retention strategy.
So, there are two ways to make money in business: either you’re selling to new customers or you’re reselling to existing customers.
With content marketing, you can PLAN for both revenue streams and have a strategy in place to see your business grow by working to an intentional and well thought out content plan.
Let your content shine for you, speak to your customers at exactly the right stage and either sell to them or re-sell to them, while you’re off doing other (hopefully fun) things.
Share your content or “repurpose” your content across various channels. If you have an email database, send them an email letting them your latest article/interview/podcast has just dropped.
Say you start publishing articles and repurposing that content over a few channels…you might start checking your inbox every thirty minutes for the flood of enquiries that will surely be waiting for you, right?
Sometimes, it’s not so.
Content marketing is a long game. Brew a cuppa and get cosy! You’re building content (and customers) for the future.
Also, because your content will be perfectly curated for your ideal customer (right?!) it will not appeal to everyone, and that’s OK! Would you rather work with 10 clients who don’t light you up and end up being more of a headache than a heart connection, or 5 really dreamy, *perfect* clients?
Your content is there to attract, but it’s also there to keep the Karen’s clicking somewhere else. (By the way, if your name is Karen, I hope you have a sense of humor)!
So if you’re publishing and repurposing and using all the content marketing ‘tips’ to try and make some headway in your business, but less than impressed with your results, then look firstly at your strategy.
Are you putting your customer first, thinking about what they need to know at the right stage of their journey with you?
Are you speaking in their language about issues that are relevant and real for them?
Are you using emotion, realness and empathy in your copy?
There you have it! Content marketing is both art and science, but it works. If it’s not working for you, continue to review your strategy OR make contact today with our team and we can do that for you!
The masters of the interwebs hold all the keys! Make friends with Google.
> Content marketing is based on storytelling.
> With strategically crafted content (designed with your ideal customer in mind) you have the chance to impress a customer and allow them to get to know how you can solve a specific problem.
> Think of your content marketing strategy as your best ever *star* salesperson, who’s always working for you!
> Content marketing is a long game.
We’re here to help brands and peeps looking to play a big content game! We would love to get our stretchy, strategy pants on and go to town with your copy and content.
Here are a few ways we can help you now:
Contact us today for an obligation-free chat all about your copy and content!
Owner and Head Copywriter, Bohemia Copy + Content Studio
15+ years experience in content marketing and copywriting.
Word Lover. Mama. Wifey. Eternal Optimist.