Content marketing is essentially the exact opposite of the tired, outdated marketing methods that we have come accustomed to and religiously avoid – those annoying, in-your-face marketing methods that are obviously trying to sell you something. We have been bombarded for so long by this empty and meaningless content that a lot of people don’t even register it anymore. Those tactics are seemingly no longer fruitful and actually have an adverse effect on your possible clientele than they are meant to have.
Content marketing, on the other hand, is more about directing your efforts at your target demographic as much as possible. Sammy Todd, marketing manager at the Chartered Institute of Marketing, said this to The Guardian: “Talking about things that matter to each of your target markets is key. But this doesn’t always mean creating new content from scratch each time – just knowing what local angle to exploit.” Todd further added that any company should attempt to be an industry expert and that they should find “an area that isn’t being exploited elsewhere.”
[Image Credit – ShutterStock Content Marketing]
Essentially, a good content marketing strategy not only generates quality content on a consistent basis, but it creates content that people are actually looking for and are interested in engaging with. The bottom line is that it needs to present some kind of value to the person engaging with it.
How to Integrate Content Marketing in your Current Marketing Efforts
So how do you create content that is valuable and relevant? Here are two tips that are drawn from the tried and tested methods that have been adopted by some of the biggest industry players out there.
How to Make Your Content Valuable: Don’t Sell, Tell
No one wants a sales pitch anymore. It is important to get the value of your product or services across without actually selling them to the potential consumer. Instead, a good tactic is to inform or tell your prospective client information that helps them make their own informed decision. For example, instead of saying “Our apples are the best apples, take a bite today!”, it would offer more value to the customer who is looking for apples for you to go into detail about what makes an apple really good, what experience someone should have with an apple, and the many different kinds of apples that are out there. If I am looking for something sweet instead of sour, it would be good for me to know to stay away from Granny Smith apples, but that a Fuji apple might be exactly what I am looking for.
The fruit metaphor aside, don’t just tell your prospective client to pick you; give your client answers to the questions they are asking themselves since they are already seeking you out, and give them quality information to form their own conclusions.
How to Get that Content Out There: The Company Blog
Companies can benefit significantly from maintaining a company blog. There is only so much that you can do with the content of your website and your social media accounts. A blog permits you to create quality and engaging content on a consistent basis and allows you to go into much greater detail than you can on your website itself. Put simply, it is an excellent content marketing delivery method. If you haven’t already started a company blog, then consider this your next step in your content marketing plan. It can be as simple as finding interesting website templates, such as these options, and developing your site into a professional and engaging design for potential consumers. Then you need to create that valuable and relevant content on a consistent basis in order to keep that target base engaged.
Be sure to include captivating media content and visuals as well, like podcasts or video, infographics, and dynamic images, in order to offer the most amount of value to the prospective client. There are also many quality content marketing tools out there that can help you start a successful blog campaign that are worth looking into.