Google marketing. Go ahead I dare you. It’s a mess right? Everything from the million different types of marketing to everyone that can explain it to you. And I guess in a way, I’m no different. But one thing that I can tell you, having tried other types of marketing, that I have not seen a more successful way to market in a genuine and caring way than content marketing. And the great thing about content marketing is that it is one of the most popular ways to market for online businesses.
Great Things Content Marketing Does For Your Business
Expand user base. By providing consistent, valuable content, you establish your expertise in your field, no matter what it may be. You have something to contribute, something to say, and something that holds it’s own when put to the test. By producing this content, you build a trust in both you and your knowledge. By building trust, you have a higher chance of being shared, quoted, and generally exposed more to a larger audience.
Diversify user base. I’ll use an example for this one. You are a blogger who blogs about all of the amazing benefits of minimalism. You deliver information on home tips, fashion, and minimalism as an experience. By generating this content, you are sharing a lifestyle that can be embraced by people who are interested in minimalism, or you can spark the interest of people living in 350 square foot studios that have to adjust to smaller living, without the commitment of the label minimalist. Making you information relevant to people outside of your niche can diversify your user base and expand your reach even further.
Establish or increase online sales. Not to sound like a broken record, but trust building, content creation, consistency, and accessibility are all holding hands and skipping through the field that is covered in not daisies or anything silly like that, but your sales funnel or sales process as it is also known. These skipping concepts are the foundation that sales are built on and I’ll tell you why again and again. People don’t buy from companies, they buy from people. Like you people.
Increase brand awareness or credibility. I’m sure you’re seeing the pattern here, but hello, trust, my old friend. Visibility and trust. That’s what this accomplishes.
Create an online community of users. Probably the single most important thing on this list. Community. I’m going to sound a little harsh and sorry in advance. The numbers don’t matter. Period. Your followers numbers are vanity numbers that don’t add any value to your business at the end of the day. Period. Want to know what those mean? Nada. You know what is actually important? Engagement. Plain and simple. Five followers that are highly engaged is better that 500 who you hear crickets from. Community is all about that give and take.
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Why Content Marketing Works Online
It creates personal connections. I cannot say this enough and I will yell it from every rooftop I end up on, hand to God. People buy from people! You are not going to have the results that you want for your business and engagement if you are not a person and bee boop around the web like a robot. Make those personal freaking connections. Like people’s stuff. Comment on people’s stuff. And don’t do it to get something. That’s where ick starts to seep in. Be a human person and human people will resonate with you.
Content marketing helps to establish your expertise. If this is your first time on my website, you may read this post and say, “This chick doesn’t know what she’s talking about.” That’s fine. Thanks for coming and have a great one! But if this is something that has caught your attention, you are probably going to look at other posts I’ve written about similar topics or realize that I have an idea of what I’m talking about by seeing that I write about marketing, positioning, and branding and the relationship between them. So no, I’m not 35 years into my career and I’m not a Harvard grad, but I do know what I’m talking about and that you can take to the bank. Same for you. Share your knowledge and people will begin to see you as a reliable resource in your industry. Oh, and share for the sake of sharing. Human people and all that jazz.
It engages your audience. This ties back to that community building and give and take of being part of a community. I recently watched a video that was recorded in 1992 of a little girl speaking to the U.N. and what she said, I realized that what she had to say wasn’t just applicable to the environmental issues she was addressing, but also to the online world that so many of us spend so much time in today. We are a community 7 billion strong. We have our little pockets and people we get along with, but overall we engage on some basic human levels. Caring, support, encouragement, and belonging. We all need these things. Engage with them from a real place and you will be amazed at the attention you garner.
The Stuff That Makes Or Breaks Content Marketing
What really matters. That’s always the question right? Well here’s a quick breakdown of what matters and what doesn’t when it comes to content marketing.
Engagement matters. These are the people that keep showing up again and again. They comment, they like, they email, they message. They are on board.
Followers don’t matter. It’s better to have five highly engaged people than fifty people that are not. Conversions come out of engagement, not how many followers you have.
Value and quality matter. Give it all away! All of it! It comes back to you in spades.
Pricing doesn’t matter. But this works in your favor. Sales is all about that trust and relationship. Once that is established, your price point won’t matter.
Consistency matters. Make a schedule and stick to it. You must! Activity combined with value and quality means you are present, you are in it, and you’re not going anywhere. That’s the kind of person people want to work with.
I’m hoping that this post really helps to explain why content marketing is the bee’s knees when it comes to an online business. Does it work offline? Yep. Do other types of marketing work online? Yep. But content marketing brings so many benefits to the business owner who is doing business from their passions and building their personal brand.