Your customers are most likely, even now, searching for you on the internet. Are they finding you, or someone else? Content marketing is a powerful way to make sure the people who need your products or services find you.

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What is Content Marketing?

The Content Marketing Institute defines it as “creating and distributing relevant and valuable information to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

The idea behind content marketing is that instead of chasing customers down, you make your business easy to find for customers who have a problem that your product or service can solve. By providing valuable information that your customers either want or need, you can keep your business top of mind – and top of search engine.

 

What Should I Write About?

Valuable is the operative word. In developing your content marketing plan, the very first questions to ask are, “Who are my customers, and what problems do they have that I can solve?” You need to identify who they are and research their habits, interests and other relevant information that will help you understand their needs. You are in the business of solving a specific set of problems, and your task when marketing your business is to understand your customers needs so that you can speak to them directly. This is known as developing Buyer Personas.

 

How does Content Marketing Help Me?

Your content serves two purposes. By utilizing key words and phrases that are commonly searched by your customers, you build your SEO – in other words, you make your business more “searchable” to people who need your product or service. Secondly, addressing common problems that your customers face establishes your business as an authority on things they care about or information they need.

Content marketing provides value to potential customers by educating or entertaining them on their time. This is a crucial difference between traditional (or outbound) marketing and content marketing. Traditional ads, calls, door-knocks, etc. invade and interrupt people – these methods focus on your needs as a business. Content marketing focuses on the customer. It places your business as the resource when your customer is ready for your product or service.

 

Questions about implementing a content marketing strategy for your business? Contact us!