Content marketing is a great strategy to use to grow your business and take it to the next level, but before we go any further let’s first clarify what content marketing is.
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” (Content Marketing Institute 2014).
Content marketing is not new however the old way of marketing is what we call push marketing, that’s where a company would push their services and products in your face through traditional mediums like television, radio, newspaper, flyers etc, and they didn’t court you, they had no interest in getting to know you.
They didn’t show any concern about what you the consumer wanted, it was all about them. To be fair content marketing is not a new concept there has been some companies that have been on the cutting edge for a long time now, and we see the success they have had over the years.
One of those companies is John Deere tractor who in the early 19th Century created Pharaoh magazine for farmers giving them tips and advice on how to be better farmers.
When these farmers wanted, a new tractor guess where they went, yes you got it John Deere and they’re still around today.
Here are 3 ways you can use content marketing to grow your brand.
There are three things to think about when creating content, first it must be valuable to your consumer, is it something that will be of benefit to them, the way you figure that out is to ask what problems are they having? and if you know your target audience you should already have that answered.
second, the content needs to be relevant. Does it apply to them and their current situation? If not why should they care.
Third, the content should be focused on the consumer not the brand. Don’t spend time talking about how great you and your company are, and what you have achieved, talk about the consumer, put yourself in their shoes, see things from their perspective, call them ask them what are their concerns.
2…After You Created Great Content
You created this great content, what now, what if no one reads it?
Unlike in the early 19th Century when John Deere created his magazine, the cost of distribution has drastically reduced.
Today regardless of the size of your business, whether a one-person operation or a fortune 500 organization you can reach millions of people worldwide with little or even no budget.
You can work on strategically building your brand and choosing the right Social Media Networks to distribute your content.
You can also use place sponsored ads on platforms like Facebook and Outbrain to reach millions of people.
3…Give Give and then Give some more
Offer solutions to problems that your competition would normally charge for. A lot of small business owners are of the mindset that if they give too much then consumers won’t have any reason to come to them for their paid services, and that is far from the truth.
When you give value for free the belief is that if they got that much for free imagine how much more they will get when they pay you for your services.