If your email inbox is anything like mine, it’s flooded with offers and sales for different products and services. Despite the volume of emails, it's not as hard as you might think to make your business’s message stand out from the crowd.
Every business wants to be seen as an expert in their field, and every business has knowledge to share. And, by sharing your knowledge you can position yourself as an expert and set yourself and your message apart from the rest of your competitors. The information you provide also helps people make smart decisions as informed consumers.
One of the most effective ways of delivering that message is content marketing. Content marketing is when you create and distribute content that is both relevant and valuable to your audience of customers and potential customers. That content could come in many forms including newsletters. Creating or updating your routine newsletter to include articles and tips for your clients and customers can help add a new dimension to your brand. Many times content is created for a newsletter but can be shared via blogs, social media and press releases.
By becoming a trusted source you can attract, acquire and engage an audience of readers-turned-customers. By constantly providing them with relevant, valuable information, they will eventually come back to you in the end and reward you with their business.
According to Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. Additionally, 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions.
Content marketing is constant marketing; it’s an ongoing process. Remember that you are building up a relationship and that you are marketing now for a transaction that may not occur for weeks, even months. But you are investing in the potential client and building value with them. You are turning them into the kind of strategic, informed consumer who would choose your brand – and it’s strategic, informed thinking – over the others.
You are the brand they now know as informative and instructional, the one that made them a wiser consumer, so now they will reward you. In fact, according to a study by Eloqua and Kapost, content marketing produces three times more leads than traditional marketing per dollar.
Content marketing is a good addition to your marketing strategy. By sharing the information pieces in a variety of channels, your business can increase awareness. Content placed on your company's website can also benefit your SEO. A successful content marketing plan is well-integrated into your other marketing tactics and helps make all facets more successful.
Jeanne M. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com