"Traditional marketing and advertising is telling the world you're a rock star. Content Marketing is showing the world that you are one."
Content Marketing Institute
Content marketing draws prospects like nothing else
because you’re giving them what they crave, not trying to hook them with wild claims of how great your product or service is.
...But what does content marketing look like?
If you dream of having customers that are raving fans, you can indeed have them.
But to do so, you have to show the world that you are a rock star by telling compelling, authentic stories that your prospective customers crave.
And guess what?
They don’t care about your company or your selling points, they care only about their needs and interests. So your stories have to be about what’s important to them.
That’s content marketing.
According to the Content Marketing Institute:
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.
Content Target & Purpose
Content marketing is about developing content for the specific needs of each of your typical customers. Developing buyer personas allow you to understand the following for each:
What problems keep them awake at night?
What their priority initiatives are.
What sources of information and influence they use.
How they make decisions
How will you get them to engage?
What information are they looking for? What questions are they asking?
In what way are you able to provide them that information, thereby establishing trust?
Where in the buyers journey is the prospect?
It is easy to think of “content” as just text on your website.
But content can be any number of formats, and it is wise to explore all your options.