Content marketing creates and distributes valuable, relevant, and consistent content that your customers will enjoy and learn from. It reaches potential customers and builds awareness of your current offers.
Content marketing is about your audience, what they value, and how you can educate them. This helps create a relationship with your audience before you even talk to them.
Your content marketing strategy delivers your message to your audience using blogs, social media, visual content, and premium offers.
Content Marketing Is a Change From Traditional Marketing
Traditional marketing pushes your product into your audience’s personal space, time, and comfort. But advertisers forget that consumers tune out the “noise” associated with traditional marketing.
Consumers put themselves on “no-call” lists, flip past newspaper ads, and purchase premium music and tv services to avoid the ads that you produce.
As opposed to traditional methods, content marketing is not disruptive. With content marketing, your audience is actively searching for a solution. Your content isn’t going to disrupt their search, but instead help them find their solution.
Customer- and Client-Oriented
Content marketing assesses and acts on the needs of a potential customer.
If you talk about what your potential customer finds valuable, the value of your content increases automatically.
Educating or solving a problem for your potential customer creates loyalty and trust. Would you do business with someone you didn’t trust?
Informative, Not Interruptive
The goal of content marketing is attraction and education, not interruption. You want your brand to become a valuable resource, not an annoyance.
Your potential customers are already looking for you. You just need to provide the content they’re looking for so they can find you.
Why Businesses Need Content Marketing to Find Prospects
Now that you understand what content marketing is, let’s discuss why you need it.
Content marketing helps you leverage the customer buying cycle. Every customer goes through a process to make a purchase:
- Awareness. A customer realizes that your business can fulfill their need or solve their problem.
- Consideration. A customer evaluates how your business and your competitors can fulfill their need.
- Preference. A customer chooses a solution, which leads to a purchasing decision.
- Purchase. A customer makes a purchase.
Create Content for Each Stage
Customers have different questions at different stages of their buying cycle. Create content that effectively answers those questions to stay relevant.
Content is only valuable if your prospects can find it, so make your content available. Promote it by pairing blog posts and content offers with a social media campaign, and support your content with SEO, CTAs, and other inbound marketing tactics.
Do you want to learn more about content marketing? Download our Content Marketing Essentials for Modern Lead Generation guide!