Content marketing is the process by which businesses engage with their target audiences through creating, producing, curating and disseminating useful content.
As prospective buyers are increasingly inundated by more marketing messages than ever, they’ve become discerning.
People now tend to engage only with branded content that’s relevant to their specific interests and valuable in terms of helping them achieve their aspirations.
This branded content can take many forms. It might be, for example, a blog post, a video, an infographic, a webinar, a wiki, a podcast, an email, a fact sheet or a newsletter.
The specific benefits of content marketing include:
To succeed at content marketing, businesses need to think of themselves as publishers or media companies rather than as advertisers.
This helps to build trust. When the members of an audience consume content that’s useful, informative and relevant to their needs, and feel that the source of that content isn’t trying to immediately sell them something, they learn to trust that source.
Trust is the greatest sales aid. It’s the foundation of long-term engagement. Without trust, buyers are likely to be less enthusiastic about a business, and less loyal.
It pays for businesses to invest in ongoing content marketing programs (not just short-term campaigns) that provide entertaining, informative, relevant, educational content that buyers may otherwise be willing to pay for.
The content in any content marketing program should, therefore, always help first and sell second.
If your business delivers such content, on a regular basis over an extended time, it helps your audiences and will help you build strong relationships with them.
Consequently, these audiences will naturally want to buy from your business.
Do you want to find out more about content marketing for your business? Contact Momentum Connect to see how we can help.
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