For all the buzz surrounding content marketing, it’s hard to believe this is a relatively new way to market.
Content marketing works differently than traditional advertising.
Traditional advertising steals attention through interruptions. For instance, you are watching your favorite show. The climax is about to occur. Suddenly, you show is replaced by an ad for men’s deodorant.
Your attention has been robbed.
Content marketing works differently. The content marketer distributes content that a person gives the marketer permission to receive.
Her attention is given willingly rather than stolen.
What Type of Content?
Content can take a variety of forms. This media-type content is produced and distributed with the target audience in mind.
Content types include
- Video (YouTube, Vimeo, or hosted on a website)
- Web Pages
- White Papers
- Case Studies
All of these forms of content are free to the consumer. The consumer can access the content on her own device at any time she wants.
The content provides value to the consumer. It either educates, entertains or does both. What the content does not do right away is try to sell a product or service to the consumer. The content educates the consumer about a problem she is facing and makes her aware that a solution is available.
Marketing in this manner builds trust between the business and the consumer.
Content Marketing: Does it Work?
The short answer is yes. Content marketing works.
The longer answer is content marketing will increase your web traffic. More traffic means more views on your products. More views on your products equals more sales.
More sales translate into more money in the bank.
So yes, content marketing works.
But content marketing does even more for you. It increases the reputation and visibility of your brand. And that will do something more important than a one-time sale with a new customer.
Content marketing helps you build relationships with customers. Some of these relationships won’t generate a single sale. What they will do is distribute your content to others, who will go on to buy from you.
Many of those you develop relationships with will buy from you. Many of those relationships will evolve into become lifetime customers.
How Quickly Does Content Marketing Work?
Results may vary. But content marketing is a long-term strategy. After all, relationships take time to build.
You build these relationships over time by continuing to provide the customer with valuable content that’s also relevant to their lives.
When it comes time for them to purchase a product, their loyalty will lie with you, so they will purchase from you. Not from your competitor.
Content Marketing: Is it for You?
Content marketing is one of the most effective marketing methods on the internet for online and offline sales.
If you want to build relationships with your customers then content marketing is your best bet.
Just don’t get left behind by competitors taking advantage on this innovative marketing program. You take advantage, too!
What experiences have you had with content marketing? Tell us in the comments.