How to Use Content to Consistently Attract Prospects & Customers

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“In order to be irreplaceable, one must always be different.” Coco Channel

Recently I’ve noticed that several bloggers have written that ‘content is not king’ as reportedly quoted by Bill Gates in 1996. I believe that good content is as much ‘king’ as it ever was. However, due to the flood of information that’s now available online, in order for your content to standout and consistently attract prospects and customers it has to be more than just ‘good enough.’  It has to be of high quality and provide a lot of value.

Content Marketing vs Interruption Marketing

Content marketing is sometimes referred to as inbound marketing. Inbound marketing, on the other hand, is the opposite of interruption marketing. Here are two examples of interruption marketing: Most people will readily agree that one of the most annoying experiences is sitting down to eat dinner with your family and you’re interrupted by the telephone. At the other end is a Telemarketer selling something you have no interest in. Another example would be businesses sending direct mail to prospects who are not their target market for products those people have no interest in.

Despite the proven value of the Internet and online marketing, direct mail can be effective if it is done strategically and sent to your target market.  Sending direct mail to large numbers of people who have no interest in your products or services is a waste of time… but I digress.

Content that you post online has to be relevant and timely. The goal of every piece of content should be to do one or more of these things:

  • Deliver helpful content that is aligned with your customers’ interests
  • Attract customers organically
  • Turn strangers or prospects into customers who become your raving fans
  • Show your expertise and how your knowledge and expertise can bring about a transformation to others so they want to work with you.

Benefits of content marketing

Positioning: Content marketing can increase your credibility and authority and positions you and your business as expert resources that people can trust.

Persuasiveness: Businesses that leverage their credibility and authority are able to attract more buyers and do this more frequently. Because they’re seen as having an authority status they can often ask and receive higher prices for their products and services over their competition.

Partnerships: You become more attractive to other businesses and increase your opportunities for business partnerships.

What does this mean for your business?

By consistently engaging in content marketing – providing valuable content – that attracts prospects and customers, you can:

  • Achieve expert positioning
  • Expand the reach of your brand
  • Attract more prospects, clients, and customers
  • Attract Joint Venture partners
  • Gain more referrals
  • Have more FUN in your business.

 


Comments

How to Use Content to Consistently Attract Prospects & Customers — 4 Comments

  1. I love that quote by Coco Chanel!

    A weakness of mine is the balance between, on the one hand, providing good, informative content and, on the other hand, making sales. I have observed that some marketers lead seamlessly from an informative post into a promotion for a product. And of course, as a reader I want to buy the product because I’m so convinced by the informative post that the product is great. I’ll need to be able to do that better for my content marketing to be a vital part of a successful business, instead of just a hobby.
    Hollie Hawley recently posted…Do I Stay Or Do I Go?My Profile

    • Yvonne A Jones on said:

      Hi Hollie,

      Thanks for coming over from Sue’s Socialites and leaving your awesome comment.
      I’m glad you liked the quote as well. What you speak about is a common dilemma
      that many marketers have…when and how much to promote? You mentioned that
      marketers lead seamlessly from information into promotion, and yes, it does take
      practice and developing the skill. You can also spend some time analyzing what
      they’re doing and how they’re doing it and then apply the skills.

      At the same time you can write a really great informative post and have a Call-to-
      Action within the post and make it so subtle that it does not feel icky. Getting
      to know your market, what their needs are will provide you with content and offer
      a way for you to provide a solution by inviting them to work with you or use your
      product. Hope this helps. We can also talk in a complimentary strategy session –
      http://www.YvonneAJones.com/contact-me

  2. great post Yvonne, getting the balance right is crucial, I believe that content is king but their has to be the link to taking it a stage further, it doesn’t have to a financial purchase, it can be the lead to get someone to sign up for your list or other option
    Mike Gardner recently posted…Developing Self-ConfidenceMy Profile

    • Yvonne A Jones on said:

      I agree, Mike, there should be some type of Call to Action that allows for the relationship to grow and
      to provide opportunities for you to serve your customers even further. As you said it does not have to
      be to make a purchase, but an opportunity for them to continue learning from you in some way. Thanks for
      your insight.

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