Content marketing is far from being the new kid on the block, yet many organisations still don’t realise how effective it can be for growth.
Everyone wants to be seen as an expert in their field, or the go-to when their customers need the right answers, but it’s all about the right content. Your strategy should be to create valuable content for your customers, to build interest and trust without any kind of sales pitch.
Sounds simple but it can be difficult to stay on the right side of the fine line that separates a sales pitch from what your customers actually need from you.
For me, my preferred content method is blogging but it doesn’t have to be writing. If you’re visually or audio focused, you could use videos or podcasts, but the trick is to pick one and ace it.
If you want to make content marketing work for your organisation, keep these points in mind:
Be the answer
You know why your product or service is amazing but you can’t just fire endless sales pitches at your customers. Ultimately, they want to know how you can help them, and how you can do it better than anyone else. So find your niche and your USP – what exactly is it that makes your organisation different and better than others?
Educate, entertain or inspire
Don’t just ramble on about how brilliant your business is. If your content doesn’t offer value, your audience will lose interest so it’s important to ensure everything you produce does one of the above.
Identify your ideal customer
You can’t be everything to everyone, so don’t waste time trying. Use your content as a way of connecting with the customers you want, and the ones who want to find you. Who are you creating content for and how do you want it to help them?
Speak your customers’ language
Don’t say ‘sapphire ink-filled writing implement’ when you can say blue pen. Jargon is annoying! If what you offer is technically complicated, find a way to explain it simply and clearly. But at the same time, don’t assume that your customers have as much background about your offering as you do – talk to them in their language.
Find your own voice
People connect with people, not with services or logos, so don’t be afraid to let your personality show in all of your content. Stand out! Add your own stories and let your customers get to know the real, authentic you. By doing this often enough, you’ll build a great brand and with that comes engagement and trust!
Summit Content 