|“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.