If they don’t, there’s surely no reason you should do it, right? Well, the truth is this: content marketing has been around for decades for one simple reason:
Content marketing works. And people love it.
And here’s why they love it.
Content Marketing educates your audience.
Would you rather buy something about which you knew very little? Or would you rather feel confident that what you were buying would positively change your life? Yeah – we’d pick door #2 any day of the week! It’s the same with your target audience. They want to feel like they’re getting something that will not only help them, but that they’ll know how it helps them. Unless it’s some sort of technical explanation about coding. Then I don’t want to know how it works – just that it does.
What sort of educating does content marketing do? That’s the great thing about content marketing: you get to help decide on what information your audience is seeing! Here’s a hint, though: it should be stuff that your audience wants to know. It should also be about your business or industry. If you’re a hair salon, they probably don’t want you teaching about open heart surgery. Just like they would be horrified if a heart surgeon tried to dye their hair. *shudders*
It also establishes YOU as an authority.
It’s pretty hard to write about anything you don’t understand, right? You better believe it. On the other hand, if you’re able to write about something – and it makes sense! – then you obviously know what you’re talking about. That’s the great thing about publishing content – it sets you up as an authority and a reliable source of information on that particular subject or industry.
Being an authority is a good thing: it means that people trust what you have to say. So, that when you say that you’d buy your own product or services for reasons A, B, and C, people know that you’re being transparent and honest. So they buy for those same reasons.
What do we mean by that? Well, just like a bridge connects two sides of a river, content marketing is a great way to keep you connected with your audience. It makes sure that both of you are able to get the information you need.
- You’re connected, so you can survey your audience and provide them with the services and products they need most.
- They’re connected, so they can get the information that they crave to make an informed and fantastic decision.
Which brings us to a final question: are you using content marketing as part of your marketing portfolio?
If you’re not, what’s stopping you? What had us stopped for a while was that we didn’t know where to start. Then we got some great advice – advice that we’d love to share with you! So if you’re ready to put content marketing to work for you so that you can be seen as an authority, connect with your audience, and better educate your clients, give us a call.