Content is king in today’s digital marketplace
Deciding what content to share across your marketing channels should be a key part of your marketing strategy. The first step is to be clear on what you wish to achieve, understand your target audience and the challenges they face. With this insight, consistently sharing relevant content and starting a conversation with them, will put you in the forefront of their mind when they need whatever product or service your business provides.
What is Content Marketing?
Content marketing runs across all of your marketing activity which helps a business to help retain and attract potential clients. It can take many forms including: vlogs, videos, website, blog, email marketing, social media or advertising.
According to the Content Marketing Institute, content marketing is: “ . . . a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.”
Engaging and relevant content can mean the difference between achieving your business goals and not. Truly understanding your customer, their pain points and how you can help them will enable you to produce relevant and interesting content for them. The aim through content creation is to showcase your expertise, build authority and a connection with your target audience. Once this has been achieved they then choose to engage with your service or purchase your product.
Taking a consistent approach to your content marketing is important, for example to just post three blogs in two weeks and then nothing for six months, will not achieve the reach and engagement you may be aiming for. We know that content is important, below we highlight the key benefits:
- Your audience will get to know and understand the personalities behind the business, which is becoming increasingly important.
- You will achieve better engagement across your marketing channels, in particular across social media.
- It will help to build trust with your audience, by demonstrating your knowledge and expertise.
- It will help to boost your SEO (search engine optimisation) approach.
- Help to position you as an authority in your sector.
- Build brand awareness.
With the above benefits in mind, taking a content led approach to your marketing, especially as a small business owner will help you to creative a point of difference vs your competitors.
