How do you market your business in the most effective way?
Content Marketing is one of the top answers.
Your customer of today is becoming far more resistant to paid and direct advertising (often calling it 'intolerable' and 'disruptive'). Instead, they're actively hunting for content that is about them and discussing topics that they're actually interested in before they make a purchasing decision.
Unfortunately, businesses don't seem to be catching on and are continuing to spend the majority of their budget on interruptive advertising, while overlooking the power of copywriting and content marketing to genuinely engage their audience.
Here's a guide on why content marketing is essential and why you should be focusing your marketing efforts on it.
Prefer to listen, rather than read? Here's the Podcast summary!
What is Content Marketing?
There are hundreds of definitions out there as to what content marketing is, however they all revolve around the following core concept:
Content marketing is a marketing strategy which involves the creation, publication, distribution and evaluation of valuable content which both attracts and engages customers via the promise of relevant information they actually care about.
Basically, the reason for its effectiveness is because, instead of focusing on selling a product, like more traditional marketing and advertising does, it focuses on making the message about your audience and being part of their world.
Content Marketing doesn't interrupt your customers; it presents relatable and relevant information which solves their problems and meets their needs on their terms. Because of this, it's welcomed, rather than disliked.
It's generally done via social media, blogs, websites, videos, ebooks and other downloadable or interactive tools that share your brand with your ideal customer.
What is an example of Content Marketing?
Can't see the power of Content Marketing? Consider this.
Think of a hardware store like Bunnings. Sure, they could do a lot of expensive direct, 'above-the-line' advertising to push their hardware products to customers in the hope that some will be interested. "Buy these nails." "Buy these pieces of wood." "Buy these tools." And so on.
So, why do they produce a lot of free DIY videos showing people how to build things around their home?
It sounds like they're giving away trade secrets and free information without talking about Bunnings (or their stores) at all, right? Surely, if they show people how to build stuff for themselves, they're putting themselves out of business.
But consider this:
In their hunt, they stumble across Bunnings' DIY videos, and it tells them exactly what they want. Suddenly, Bunnings as a brand becomes completely relevant to their customer.
They stop interrupting what their audience is interested in, and instead become what they're interested in.
While some people may take the video's instructions and buy their materials from other stores, chances are, once they've watched it, the customer will go to Bunnings because they know all of the materials in the video were from a store. Especially if the video says something like: "All of what you need is available in aisle four."
See the advantages?
Instead of saying: "buy this product", the brand is saying: "this weekend, you can build that cubbyhouse for your kids that they've always wanted, and be their hero."
Their marketing suddenly goes from forced messages, to relevant. That's the power of Content Marketing and it's one of the most effective ways to drive inbound leads to virtually any business.
Are you convinced yet?
Let's now discuss the benefits content marketing offers your business- ie: the why.
Why should your business use Content Marketing?
Copywriting and Content Marketing offer the following advantages for your business that make it worth spending time and money on.
1. Content raises brand awareness
People don't generally look for brands or products- they look for solutions to their problems. Producing content that addresses their pain points means that you will come up more frequently when they're searching for relevant solutions. This makes you a viable purchase option.
So, if you want your audience to find you at the right time when your business is relevant to them, create content that puts your product or service into context in their world, so that your brand gets on their radar.
2. Content builds trust
By sharing information and expertise with your audience and the public, your business goes from being a service provider to a key opinion leader. This builds trust in what you do, because your content provides tangible proof that they can look at.
This breaks down barriers to people contacting you.
3. It's great for SEO
Google and other search engines like fresh and relevant content such as blogs and articles. Producing these regularly will boost you up in organic searches, which makes it far easier for your customers to find your website when they're looking.
4. It generates leads!
This is why we do marketing, right? To attract potential customers and lead them from general awareness status, to purchase mode. Creating content helps people find you.
5. It attracts the right audience
If you are creating content that is targeted specifically toward your ideal customer, then naturally, they will be the majority of people who are interacting with it. In other words, content marketing effectively pre-qualifies a lot of your leads automatically, due to the nature of the topics you focus on.
6. Content nurtures customers
Content not only attracts strangers; it also keeps them and your current customers around by reminding them of your brand in a way that they want to be reminded. By writing blogs and articles that guide people from awareness, through to consideration and decision, you are helping them through their buyer's journey on their terms, with relevant information and engaging content.
It also gives people a reason to come back to your brand and website! This loyalty is definitely a compelling reason why you should be investing in content marketing.
7. It's cost-effective
Content creation can have varying price tags depending on what you want to make and what you wish to spend on production- but in general, content marketing is very cost-effective, especially given the potential results it can generate. Most of it, such as blog writing and social media, is free (other than the time you invest).
8. People will want to share it
Content that's interesting, clever and relevant usually gets shared because people often think that their friends and family will also find it beneficial. This kind of endorsement is invaluable when it comes to marketing.
People don't tend to share direct advertising to their networks.
How Can Melotti Media Copywriting Help You?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Message Marketing Bureau
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.