Why Content Marketing is a Critical Business Strategy
As a licensed service professional, getting to that next level depends on your ability to bring clients to that level as well. You can help inform them with a Content Marketing business strategy.
The most successful business professionals are consistently on the cutting edge of technology, trends, and on social media. They engage the general public and interact with them.
It’s no secret that traditional methods of advertising have been highly disrupted. Magazine ads, television commercials, even banner ads on websites are all things people easily ignore now. You only have 6 seconds to make a first impression and capture their attention.
However, the fundamentals of marketing haven’t really changed. The most successful marketers can still accomplish two things:
1. Identify key demographics to define the clients they should be reaching out towards.
2. Provide useful information to that audience in order to persuade them that a product or service is right for them.
In this age of ubiquitous smartphones, how do you effectively keep eyes glued to your page and encourage conversions?
The key is Content.
Many marketers and consultants are leveraging content marketing to bring attention to their clients’ brands and bolster credibility.
Potential customers aren’t looking to be sold something. They’re seeking information.
Consider how often you use Google. You enter a question and find a “How to” guide on that topic. That informational article then links you to a product or service to help with that issue.
These article guides are what content marketing is all about. Similarly, Content on social networking has exploded, and it’s not just on LinkedIn.
While many use Twitter and Facebook to keep up with their friends, relevant updates, and news. There’s plenty of untapped potential within social media channels to strengthen your marketing campaigns.
Let’s take a look at what content marketing is and why so many professionals are investing in it as a part of their overall marketing strategy.
What is Content Marketing?
Content marketing began as a subset of a holistic search engine optimization (SEO) strategy to improve visibility on the search engine results page.
As Google in particular advanced its algorithm, the old strategy of blasting the internet with key words and spam links were rendered ineffective. Gone are the days of posting gibberish to every message board, comment section, and dubious listing site you could find.
The search engines now wanted relevant, useful, and fresh content with organic links that would demonstrate real value to the public.
Companies and consultants began pivoting towards a new strategy. They now have to create unique and valuable content that informs their potential customers.
Posting fresh content rewards them with higher search engine results. As most marketers know, being on the first page of Google affects business tremendously.
What Kind of Content is Useful?
It’s difficult to be a one size fits all with your content. The most successful content marketing campaigns focus on specialized niches.
However, no matter what industry you’re in, there are generalized types of content that are useful and often searched for.
For example, everyone loves a good, “How to” article. Have you ever locked yourself out of the house with only your credit card? There’s a “How to” article that will show you how to get into your home without your keys.
There are all sorts of general interest articles that gather high traffic to their sites.
Want to make your own cheese? There’s an article for that. Do you want to know how to find the best real estate agent in your area? You get the idea.
Explain to your audience how they can accomplish something in clear, concise articles.
Why Rely So Much on Content?
To put it simply, content is relatively cheap.
There is no ad space to buy. You don’t need to hire an entire team of graphic designers, focus groups, or consider any of the other traditional advertising expenses to run an ad campaign.
All you need is to have a writer, an idea, and a plan. Content marketing strategies are scalable as well. It doesn’t just start and end with a “How to” article.
You can leverage your social networks to find and answer questions.
Writing articles that solve common problems are extremely effective. Share your articles on all your social media platforms to spread a wide net.
Come up with a FAQ you can post on your site to gather links. Frequently asked question sites are consistently popular because they provide easily digestible content that is immediately shareable.
From there, you can create and promote as much content as you’d like. Blogs, newsletters, and email blasts are all part of a comprehensive content strategy that will build an audience.
Professionals in any field can benefit from exploring a content marketing strategy.
Everybody has a story to tell. You have an advantage: Your experience.
You have a unique voice. Share your insights and perspective in your industry to gather an audience.
Providing a fraction of that knowledge to the public for free can be a fantastic investment.
Readers will want to know more and will convert to being clients.
Leverage your professional social networks to better understand your audience and start writing to Increase, Growth.