When you hear marketers talk about “content” and “content marketing,” what does it mean to you?
If you’re like most people, you may think content refers your blog and website, maybe your email marketing. You may think that content marketing means sharing your blog or website, or perhaps it includes some SEO tactics.
For many people, marketing professionals included, this is pretty much it.
Except your blog and your email marketing is only the tip of the iceberg.
We hear so much about content marketing. You may be just as bored as I am with all the content marketing clichés that have been beat to death on so many marketing blogs over the past couple years.
“Content is king.” “Content marketing is dead.” “Content rules the world. ” … blah blah blah.
So what do we believe, and more important, what are we supposed to do about it?
In my humble opinion…
Content rules the world. Content marketing is essential. And it always will be.
The confusion comes in for many due to the lack of understanding as to what “content” actually means.
What is Content?
In the simplest of terms, content is any information you put out to the world to showcase your brand, company, products, services, etc.
The content umbrella includes:
- Photography in your online and offline marketing materials.
- Copy on your website
- Every social media post you make, including text and graphics
- Every blog comment you leave
- Emails you send as email marketing
- Emails you send to prospects and clients that you don’t call email marketing
- Your email signature
- Speaking engagements
- Webinars and teleclasses
- Your business card
- Your company brochures
Yeah. All that. So when you hear those trite clichés about content marketing, now you’ll know what they’re talking about. And you’ll be able to figure out how to improve your content marketing, and what you next move should be.
Why do we need to do Content Marketing?
Now that you understand what “content is”, I hope you haven’t succumbed to a panic attack. Take a deep breath here.
Simply stated, we need to market our content, as in content marketing, so that people know how fabulous we are!
People learn about you and your skills, your authority in your industry, via your content.
Your content marketing efforts will get people interested in you and your business, generate leads, get clients, make money, and keep growing your wildly successful empire.
Sure, there are a few content marketing principles every business should follow. If your purpose is to be of value to your audience and your clients, you need to focus less on sales and more on providing relevant information they need that will save them time, money and/or make them feel great.
Unfortunately, the nuances of content marketing are still misunderstood. It’s easy to suffer from delusions of “build it and they will come” when it comes to marketing. After all, your content is hot right? And you have followers on multiple social media channels, and on your email list, so of course people are waiting to absorb every juicy nuggets you share!
Well… so do your competitors.
Consider the number of people your target client may follow, or how many email lists your target client may subscribe to. Everyone’s clamoring for their attention.
This is why you have to consistently provide high value to your prospects and clients, so that you stay on their mind and stand out from the cluttered inboxes and timeline.
Content marketing is an integral part of your business. If you begin with the goal of providing high-value, quality content that your audience needs, you’re well on your way to reaping great benefits from your content marketing efforts.
Deliver expertise and solutions from a place of value and service and your audience will support you, adore you, and reward you with their time and their business.
How will you expand your content marketing efforts? Please leave a comment and let me know!