Today, we’re pulling another lesson from the newsletter archives. This is from back in 2015, but the way things are going with today’s online trends, this information about content marketing is more relevant than ever. Let’s get right to it.
Marketing traffic genius Justin Brooke posted this message on his Facebook this morning:
Bold statement from a badass dude…
And yet, he’s right.
CONTENT MARKETING: A strategic marketing approach focused on creating and distributing VALUABLE, RELEVANT, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.
(Source: Content Marketing Institute)
You see, the biggest reason you need to have a content marketing strategy is that people jump on the internet looking for a solution to their problem. They’re looking for solutions (not necessarily looking for you).
If you’re only building sales message for people looking specifically for your product/service, you’re missing out on at least 80% of the potential sales opportunities.
Content marketing builds audiences, engagement, trust, and relationships.
Venture Capitalist David Skok writes:
“The main benefit for me is that people know who I am, and are able to figure out from my blog whether I might be a good fit for them as an investor.”
It used to be that companies would compete by trying to come up with the cleverest advertising message – trying to steal away market share from others by claiming their product/service was better…
That’s not the case anymore.
The average consumer searches the Internet more than 14 times before making a purchase decision – so while you might tell them you’re the best, your consumer is going to research you, your competition, and all the alternatives available to them to ensure they are making the smartest decision possible.
Today, you’re competing to be the company that’s most helpful…
The company that’s helping their customer to make smart, educated decisions…
To help them get to the ultimate result they are after by offering tips, techniques, strategies, ideas, tactics, and other such education… Even before they pay you their first dime.
For example:
- Intelligentsia’s Coffee’s Brew Guides: step-by-step instructions for brewing the perfect cup of coffee
- Wistia’s Learning Center Videos: helps business owners become better video marketers
- Callaway Golf’s Videos: teaches you how to improve your swing for an excellent golf game
- Virgin Atlantic’s Instagram: photos of the top must-see sights around the world
- Think with Google: great resource where Google shares consumer insights with other business owners
- John Deere’s The Furrow Magazine: educates farmers about new technologies and business ownership, rather than selling them specifically on John Deere products
This is precisely why you see companies like Google spend millions of dollars creating whitepapers, special reports, infographics, articles, blogs, and educational webinars.
And why 70% of B2B marketers are creating more content than they did one year ago. (Source: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf)
In the words of Robert Rose, Chief Strategist at the Content Marketing Institute:
“Marketing is telling the world you’re a rock star. Content marketing is showing the world that you are one.”
