During a meeting a participant dismissed content marketing as fluff.
Shame on me for failing to show the value of content marketing! I hope I can make amends here.
The key takeaway from content marketing is it lets you start a relationship. Once established, you can deepen that relationship through shared experience and problem solving.
Start a conversation
Much of what we consume on the internet seems inconsequential or trivial. I’m thinking cat videos here. But even a cat video can lead to a conversation with a “cat whisperer,” who can then help solve your cat’s behavioral problems.
So, use your content to start a conversation.
Not sure how to break the ice? Then brainstorm for topic ideas by answering these 5 key questions:
- What problems do you solve?
- What do you want people to ask you about your business?
- What do your customers say about your business?
- What are your competitors doing?
- What’s trending in your industry?
Once you publish your content, however, make sure you share it in email and social media to keep the conversation going.
Tell a story
In his presentation on Personal Branding, Jack Molisani of ProSpring Staffing talked about a video for Facebook Ads.
The video tells the story of Camille Newman of Pop Up Plus. She’s a fashion designer for plus size women and uses Facebook Ads to promote her Pop Up Plus shows. Facebook Ads, however, is a minor character in the video.
Newman’s case study demonstrates why content marketing isn’t fluff:
- Showcase how you solve other people’s problems
- Shine the spotlight on your customer’s success (and their success is not about you)
“Establish expertise” is one of the 4 E’s of content marketing (engage, educate, and entertain are the other 3).
In The Best Content Marketing Case Studies You’ve Never Seen (And How They Did It) webinar, Marcus Sheridan said you need to be the thought leader in your space.
To be a thought leader, you should consider these 5 subjects as you brainstorm for topic ideas:
- Pricing for products and services
- How your audience can solve a problem
- Comparisons of products and services
- Reviews of products and services
- Which products and services are the best ones
Have you ever seen a headline that says you only have so many seconds to make a good impression or your business will die?
Your business or nonprofit will be stuck in a boom and bust pattern if you constantly chase after quick first impressions. One minute you have money, the next minute you don’t.
This is why content marketing isn’t fluff. It’s slow marketing that builds relationships.These relationships deepen over time, help you grow, and even stay alive when there’s an economic downturn.
Image courtesy Canva. Photo by Jeny–174800 from Pixabay