If you are a running small business, you may be wondering why content marketing is so important.
Or maybe you don’t really understand what it is?
According to the Content Marketing Institute:
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
What that means is that you or your business should be creating blog posts (or video, audio, slides) with useful content for your current or future customers.
This content is specifically written or created to attract clients or customers and get them to trust you as an authority and potentially buy from you in the future.
But is that the only reason to be doing content marketing? After all, I am sure you have better things to do!
I know I would rather be kicking back on a tropical island with a cocktail in hand.
There are however, approximately 15 bazillion reasons to get into content marketing, and below I will go over a few of the most important ones.
By producing quality content in your niche, customers will come to see you as an expert over time.
Sound too much like marketing mumbo-jumbo?
Think of it like this – imagine you sell swimming pool equipment.
With me so far?
Ok. Now let’s say you write a blog post or produce a video explaining how to remove algae from your swimming pool walls.
(Note: I just checked what swimming pool experts write about on Google, so this is realistic)
This is a common issue for swimming pool owners, so they are very happy to learn how to fix this problem.
Now, when these pool owners go searching on Google, they find your amazing blog post and amazingly their problem is fixed as a result.
So, who do they go to next time they need help with their pool (equipment, chemicals, filters) ?
You – the expert who helped them solve their problem.
Writing engaging and useful content is always a great idea.
But what you also need to do is open yourself or your business up a little bit, and let your customers get to know you.
Tell your story.
Although this seems a little off-topic, you should always personalize your content a little and relate it back to your niche if you can.
So for example I wrote in a recent email to my subscribers about how I ruined a podcast through bad mic preparation. With something like a webinar you cannot afford to make such a mistake.
In essence, I related my hard-earned lesson back to my topic of the day (webinars) and taught my subscribers something important at the same time.
Such things also help to show that you are a real person, and not perfect either (who is?).
This is something big business has an issue with, and can really separate you from the big boys!
Another great benefit of content marketing over traditional spray-and-pray style marketing is that your content stays around forever. (or until someone turns the internet off)
Not only that, but if it is really helpful or “share-worthy” your readers or customers will share it with their friends and followers on social media.
Of course, you can also provide awesome customer service and use some traditional word-of-mouth marketing, but great content works well too.
This comes back to solving people’s problems through the creation of great content. Or as Hubspot put it in their blog post:
You’re in business because you provide solutions. You’ve got answers. You’re the (wo)man with the plan.
If you help someone, and solve a huge problem they have. They will surely tell people about the great experience they had. Even if they have never buy anything from you, they become a fan and supporter.
Imagine the power of that kind of marketing!
SEO has changed a lot in the last few years and it is no longer enough to have a great website with a few backlinks to get found on Google.
Google wants fresh, useful content that attracts readers and gets them to share and come back for more.
And if you listen to the guys are Social Media Today:
Content Marketing will help you kill it on the SEO front, as search engines get smarter at delivering the right information to users, content marketing needs to be at the centre of any SEO strategy.
What that means is that you need to be consistently creating content that people want to read and perhaps even write home to their mothers about.
By creating lots of great content on your blog, you are providing not only a way to connect with your customers, but also lots of words for Google to index.
You will also be found for these keywords or phrases and ranked for them too. That means front and center on Google.
So write about things you want to be found for. Write regularly. And write helpful content.
The customers will then come to you.
There are many more reasons why content marketing is a great idea for your small business, but with these four ideas, I hope I gave you a reason to get started.
Creating content is what modern marketing is all about and if you are not on the bandwagon yet, now is a great time to start.
Are you creating awesome content for your customers and visitors?
Ashley is obsessed with SEO and WordPress. He is also the founder of Mad Lemmings. When he is not busy helping clients get higher on Google he can be found doing crazy sports in the Swiss Alps (or eating too much chocolate - a habit he is trying to break).