Good quality content that’s updated frequently, and that provides your audience with valuable information can work like a magnet in building a following for your brand. It can help to build relationships with customers and, most importantly, can lead to sales either directly or through “word-of-mouth.”
The key to this type of marketing is to pull the audience in, build lasting impressions, and give the audience something of value for free, just by reading your frequently updated pieces of content. If you’re still on the fence, here are a few advantages to a content marketing strategy versus a more traditional advertising approach:
Content marketing educates customers (your readers)
Many times, people don’t purchase a product simply because they don’t realize how valuable it could be for them. Sure, a salesperson can jump on the phone and tell them all these things, but content can work on the side, soft selling and informing your audience of what could work for them – on their own time. For example: if a wholesale vitamin business provides their customers with frequent health tips and suggestions on certain supplements they supply, the reader will learn something and may find a solution to a problem they’ve been trying to solve.
Content is “sharable”
In more traditional terms, this could compete with “word-of-mouth” advertising. If someone with a reputable opinion about your product shares their experience with it on Facebook or Twitter, their following would have an automatic connection with that product. Think about what people share online. They share content. If you look at any Facebook stream, about 90 percent of outside content that is shared are links to content, not a link to a website.
Content marketing provides value to the customer whereas traditional ads may not
Customers often try to ignore or get away from advertisements or hard-sell pieces as fast as they can. With content that’s tailored to what customers want or need, they may end up spending more time reading, developing a relationship with your brand, and remaining engaged with your products.
Content allows more engagement with your audience
You’ll have more of an ability to see how your customers react to messages you’re displaying or a product you’re promoting. Giving your audience the opportunity to comment and correspond directly with your brand gives you the chance to listen and make decisions based on what you’re learning.
These are only a few examples of how a content marketing plan can work for any business. If you want to learn more, check out these previous posts.