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Content marketing – Learn how to use content to market your business!

Content marketing works.  In fact, I believe it really works….. you’re reading this article aren’t you?

Most small businesses are not familiar with the term “Content Marketing”, yet you probably deal with it every day.  News and entertainment websites, website like this one, which offer business advice, you are visiting a site that uses content to market itself.  Content Marketing can successfully be used to market any type of business and it is unbeatable when it comes to attracting new customers, leads, enquiries and subscribers.

Here’s how Content Marketing works:

You build and market a website and fill it with FREE information that has real value to your prospective customers, whilst offering them the opportunity to purchase goods, services (or both), which are closely linked to the information you give away.

For example, on our blog we provide hundreds of marketing ideas and regular, valuable, free marketing advice.  People read the information, use the ideas and share what they find here with others.   Then, some of those people see the quality of our information and decide to enquire, when they need expert marketing help.

A common objection we hear when recommending this route to our many customers is…

“If I give all this valuable information and knowledge away freely, surely people will simply do the job themselves?”

Well yes, that is of course a risk, however, there are 3 groups of people (in general), who will read your information; blog posts, newsletters and social networking updates etc.

These are:

  1. Group 1, they are what I call serial freebie seekers.  This is a small group of people never ever pay for professional help.   They will never be prospective customers, so you lose nothing.
  2. Group 2, thankfully this is the largest group.   These people will try and do things themselves, but will end up hiring professional help when they are not achieving the results they need.   Ultimately they will see that it works, but they will understand and value genuine expertise.
  3. Group 3 is the smallest.  These are the rare people, who value their time and also ‘get’ that by hiring an expert to do something correctly for them, it works out a lot less expensive, the results are better and things happen faster.

In summary:  No one in the group 1 is going to spend a penny with you anyway.  You’ve lost nothing by giving them free information.   Some of group 2 will use your information and have a go at doing the job for themselves, whilst others in the group will see that they need expert help, and some of those people will end up contacting you.   Group 3, if you demonstrate through your Content Marketing that you truly are an expert in your field, you become massively more likely to get a call from them when they need help.   They already know all about you and your work.  They trust you.

Content Marketing is a huge subject and we will pick that up in a later blog.

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