Content is your opportunity to provide value. Whether that be to prospects, leads or existing customers, quality content demonstrates your expertise and builds trust in you and your brand. Don’t be put off by ‘giving away for free’. Content marketing can take many forms, some of which are open, but many can require an exchange with the customer. Whether that be for a website visit, contact information or even payment.
Sporadic and random content can be damaging and actually negate the positive aims of the content. This is where a strategy is key.
Good content marketing is all about the long game. Setting out a clear tone of voice and letting your customers know where you stand on topics, starts to build a relationship. Customers can now resonate with you. Speaking to customers as you would day-to-day is how you should envisage your content. Their struggles are now your struggles. What are their questions? What language do they use?
It is then vital that the content is optimised. This is all about making sure your customers actually understand the message you are putting out. Whether that be ensuring the content is at the top of the search engine results or making it scannable, so they can read it fast. You want your knowledge and expertise to be consistent and easily available.