Content marketing is different from conventional marketing; you can call it as pull marketing in which you make so much content available all over the place (the Internet) that it becomes very easy to find you. It is about building long-term relationships with your visitors and followers, on your website/blog, or on social media and networking websites. Through your content you are constantly seeding new conversations. You not only educate people about your products and services you also provide them solutions through your experience and expertise.
So where does the marketing fit in?
It’s not like the conventional marketing. Instead of promoting your products and services you promote your content, and it doesn’t always have to be about your business. There can be lots of information that is, although not about your business, but is useful, and is indirectly related to your business. Your information should solve people’s problem instead of pushing your marketing message. Does this mean you totally ignore your business and simply focus on solving people’s problems? No, it doesn’t mean that.
When you are providing your content, make it amply clear what business you are. Create contexts in which you can talk about your business. While trying to explain something, take live examples from your business. For instance, on this website I provide content writing, marketing and strategy services. For me it’s easier to refer to my services because they are closely related, but most of the content on the website is educational and informative.
Content marketing involves:
- Constantly generating and publishing highly useful content
- Making it easier for people to find your content through search engines and social media and networking websites
- Engaging people in conversations regarding your content
- Providing people a platform for exchanging ideas vis-a-vis your content
- Reaching out to people in other forums and social media and networking websites
Content marketing is an inexpensive, highly effective method of establishing and promoting your brand. It’s also a double-edged sword. Since your content marketing effort is closely attached to your brand identity, you have to be very careful about what sort of content you publish and promote.
So do you have a content marketing plan? If yes, please share your experience and wisdom. If no, why do you think it’s not an important part of your marketing strategy?