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What is Content Marketing & How can it help a business?

by | Jan 18, 2021 | 0 comments

What is Content Marketing?

Content marketing simply put is the act of marketing a business with valuable relevant content. These can be insights and best practices that are shared to help answer questions of the interested readers and listeners. Providing educational information to people that they can benefit from.

Whether you’re answering frequently asked questions on your website or providing helpful tips on things within your industry and niche. It can be as simple as explaining what it is that you do and what your experience level is with it. Take it a step further and do a deeper dive into the inner workings of the process and that is truly valuable content.

How can Content Marketing help a business?

There are many ways that content marketing can help a business. A business can establish itself in its market by sharing its expertise. This can be done by creating and distributing relevant content to engage with your target audience.

Content marketing is a strong tool and a helpful resource for small and midsize businesses. Entrepreneurs are able to reach and compete against much larger companies by having content that shows they are just as good if not better. Using the selling point of being more hands-on as a benefit of more customized and customer-friendly service.

What are the different types of content?

Content can range from blog articles, e-books, videos, podcasts, and webinars. That’s just to name a few. The thing to keep in mind with content is it is your opportunity to connect with your target audience. Conveying valuable and relevant information that they can benefit from. This can be done online, in person, in advertisements and so much more.

Seminars and interviews would be an example of content that can be used both online and in person. Allowing a business to display their expertise first hand. Engaging directly with the audience or sharing insights that they can apply after the fact. While providing business representatives an opportunity to give the audience someone and something they can relate to and with.

While most strategies consist of those that own the content. It is possible to rent the content and benefits of it via reposts. This is not necessarily ideal but it is effective depending on your marketing strategy. If a business doesn’t have the established experience. But they do have the expertise. The option of promoting and sharing insights of those that do is viable. Offering your opinion on the content and attaching your brand to it gets a foothold. This strategy is relying on being relatable and providing a reason for people to take a chance on the business. In some cases that can be due to pricing or familiarity. There are use cases for this approach and a good starting point with marketing strategies for the less tangibly experienced businesses.


What is an effective Content Marketing Strategy?

The Know, Like, Trust strategy is one of the most effective content marketing strategies. It relies on human nature and conditions. The key to building and establishing a business is to establish the know, like, and trust principle. This principle leads potential customers through the buyers’ journey and to sales.

  • Know- Establishing Brand Awareness for a business with strategy and purpose. Getting on people’s radar by providing insightful valuable content.
  • Like- Establishing Brand Recognition for a business with consistency and valuable content. They’ve read and or listened to what you have to say and it resonates with them. Going from not knowing you exist to being open to hearing more of your opinion and content.
  • Trust- Establishing Brand Loyalty & Brand Ambassadors. They’ve tried and tested your theories and find they ring true. Transitioning into knowing that they can trust your information. Increasing the value of it.

These days there are so many DIY’ers (do it yourself) that providing great content can win your brand loyalty. It may be people who may not actually purchase your products/services. However, they trust your information and find themselves referring you to people who don’t want to do it themselves.


How to use Content Marketing to find your target audience

One of the key factors of content marketing is that it can help educate you on who your actual target audience is vs. who you think that they should be. This is where analytics and reporting become important. An effective business strategy is constantly evolving and learning how to fine-tune itself into something that gets consistent results.

Content Marketing analytics help point a business in the direction of who is engaging with your content. How they’re engaging with your content. In addition to telling, you more about them through their interactions. Applying this information and analytics is crucial in identifying who to target as your audience. A savvy marketing strategist will tell you that it is not constant. Audiences evolve as more information becomes accessible. They become more knowledgeable. They start asking better questions and making more informed decisions.  They won’t be who they were when they started out.

How to generate more leads, revenue and spend less marketing with content marketing

As stated, a business could benefit from marketing to DIY’ers that don’t actually purchase your product or services. There are still benefits of marketing to that target audience. They have the ability to generate leads and revenue for your business. The value of a brand ambassador should not be underestimated.

Here are just a few ways that you can benefit from content marketing:

  • Using content marketing to fine-tune your marketing strategies and campaigns will save you money. Running more accurate and goal-orientated campaigns. Putting your marketing budget to better use.
  • Sharing case studies that help to move potential customers through the sales process with less friction.
  • Testimonials, reviews, and word of mouth generating organic leads that you didn’t have to pay to find.

Summarizing Content Marketing & how it can help a business

Hopefully, this provides you with a better understanding of what content marketing is and how you can benefit from it. Taking a look at the different types of content marketing and providing a use case that can be effectively applied. Applied to identifying a target audience as well as effective ways to use the information.

My goal was to not only provide the definition but give you a working example with this article. Specifically, for those that want to know how to ask better questions when seeking out content marketing support. Learning how to cut through those that offer services without a sustainable strategy. One that doesn’t build and establishes your brands’ awareness, engagement, and loyalty.

A proper content marketing strategy will have a marketing mix that allows you to reach your target audience in several ways. Building a level of trust that brings longevity to businesses no matter their market or industry. If you’re in need of content marketing services. You can find out more about our content marketing services here.

If you are a DIY’er that wants to be able to tackle this on your own. You’ve been provided with enough of a starting point & strategy that you can make some headway. If you’d like to take it a step further. I encourage you to take a look at the bonus resource that compliments this article. It covers implementing a system around your content to generate leads. “Grow Your Business While You Sleep”.

You can also take advantage of subscribing to the Entrepreneurs Newsletter. Created to provide articles with insights meant to keep you informed and provide insights on how to complete tasks yourself. You can subscribe to the Entrepreneurs Newsletter here.

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About Sean Atkinson
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