Second in series
In the previous post I talked about the importance of content marketing for small businesses. Much of this is true for medium-sized businesses too. Heck, large brands use content marketing, but they often have large agencies to help.
Let’s focus on your small- to mid-sized business.
Perhaps we should define content marketing before we proceed further. When I speak to clients about content marketing, I describe it as: The creation and sharing of information that’s valuable to your prospects and customers. Content marketing is worthwhile because it can help establish or build your brand, cultivate thought leadership within your niche or industry, and ultimately generate leads. It’s like a magnet drawing prospects to you.
But content marketing is not advertising! And it’s not sales-y. This is an important distinction. After all, if a prospect wants to read your sell sheets, they can probably find them on your website.
How do we define effective content marketing?
When we measure results, we can see the needle moving. People discover your company, and feel that you are the one who can solve their problem. And then a funny thing happens. Prospects call you. Isn’t this type of inbound marketing every business person’s dream? To be freed of the burden of cold calling?
When your content is effective, people consume it and then share it, because it's practical and usable, and targeted to your market. Yes, it showcases your expertise, but in a subtle way. When you publish a case study about the success of one of your clients, for example, the narrative should be written in a way that shines the spotlight on them, not you.
In the next post, we’ll expand on this idea and talk about HOW to create excellent content so that you can enjoy the benefits of inbound marketing.
Visit the Trafalgar Communications website for information about how we can help your organization to tell its story through traditional and new media.