Why you should care about content marketing
People do business with people they know, like and trust. It takes time and effort to build a relationship with your customer, just as it takes time and effort to build and maintain personal relationships in life.
One of the best ways to get to know your customers, and to help them get to know you, is by consistently sharing relevant content with them. Content marketing is the act of creating and distributing content your customers will find useful, enlightening and interesting. By delivering that content directly to their email inbox, you will start to become an integral part of their lives. For example, this newsletter is a piece of content marketing that is helping you to get to know me right now!
The kind of connection and brand loyalty created through content marketing is exactly what leads to lifelong customers, an increase in referrals, and more passive income. Your customers will become brand ambassadors for you and your business.
What may be holding you back…
It’s clear you need to be creating and sharing great content – blog posts, social media updates, videos, email blasts, and the list goes on. Chances are there’s a particular medium of content marketing you like best. If you love to write, then creating blog posts a great place to start. Perhaps you’re a whiz with the camera on your iPhone and enjoy sharing photos or creating videos. But, how are you supposed to find the time to create and publish all of this content when you’re busy running your business?
It takes time to write a blog post, not to mention shoot and edit a professional-looking video. You know you need content, and you know that content should express who you are as an individual and a business. But how can you possibly add one more item to this week’s to-do list?
How to solve the time issue
You need brand-centric content that demonstrates who you are, but that doesn’t mean you need to personally create that content. Instead, you can outsource your content marketing to a ghost writer, a video editor, a social media manager or an email marketing expert.
Once you find a reliable, affordable freelancer through a website like Elance.com, schedule a phone call or online meeting so they can get to know you and your style. If you’ve hired them to create a blog post, for example, you might spend 20-30 minutes on the phone with them offering your ideas for the blog (or video, or social updates…). A savvy freelancer will know exactly how to capture your voice and infuse the content with the feeling of your brand.
Content marketing can be a boon to your business as well. It will allow you to stay top of mind with your audience. They will look forward to the information that you share. When an opportunity arises for people in your audience to either buy from you or refer your company to someone else, you will be able to attribute that success to your content marketing.
The key to content marketing is consistency and personality. Outsourcing content creation and distribution will free you up to run your business while allowing you to reap the many benefits of staying in touch on a regular basis.