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Guide to Better Content Marketing

Expecting customers to succeed with your product without your help is expecting too much
 
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Content marketing means creating and sharing informative, valuable, and free content to attract and convert prospects into customers, and customers into repeat buyers.



Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

The type of content you share needs to be closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

The primary goal with content marketing is not typically to make a direct sale (although it happens), it is to obtain permission to deliver content over an extended period of time, preferably through email (again, more on this later).

The secondary goal is to become a “thought leader” (buzzword, but I’ll explain) in your industry. The benefits of this is that your content gets you on the radar of larger publications, who will then link to you naturally.

When you are heading the charge in a certain field through content, you become a natural choice to link to in the mind of journalists and larger bloggers, and these links can obviously result in real revenue from new customers.

People are naturally more inclined to shared content, after all, original content is what drives the Internet. Many potential consumers are looking for information that solves a problem, not an immediate sales pitch. The trust, credibility, and authority that content marketing creates knocks down sales resistance, all while providing a baseline introduction to the benefits of a particular product or service.

Content marketing solves the Know, Like and Trust problems in the following ways:

Know: People are often hesitant to do business with a company they’ve come across for the first time. Getting on their radar with free content that they are likely to come across on the web is a great way to give people a sense to “know” what your business is all about.

Like: Similarly, if this content is valuable, people will begin to like your business more. Reciprocity is a powerful force, and free content begins the process instantly.

Trust: After time (and preferably an email opt-in), those who consume your content will likely buy from you. Those who have already bought from you will trust you enough to jump at your latest releases or upgrades. Your business needs to keep providing utility outside of content of course, but getting to know your customers and providing them with valuable information can go a long way in getting people to trust what you put ou

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop…read… think… behave… differently.

Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing have concluded that content marketing isn’t just the future, it’s the present.

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