Content drives the Internet, and consumers are constantly looking for information that solves a problem. The trust, credibility, and authority that content marketing creates knocks down sales resistance to the benefits of a particular product or service.
High quality content must fundamentally change a customer's direction, it does that by teaching and motivating the customer in specific ways.
So what kind of content does it take to change the customer's direction? Anything that is written and distributed for the purpose of attracting, acquiring, and/or engaging customers are considered part of content marketing.
Not every business is in the publishing business, but businesses that don't create content for marketing purposes are missing out on major opportunities.
Marketing is about building trust, and engaging with your customers. Anything that is written and distributed for the purpose of attracting, acquiring, and/or engaging customers are considered part of content marketing.
Storytelling is something we all do in our personal lives. It's a short leap to helping your company tell its story as part of your content marketing. The skill in writing comes from being able to tell a story well and writing in a tone and voice that resonates with the reader.
We create content to educate our customers or prospects about ways they can solve their problems and address challenges they face.
Quality comes from understanding that creating content isn't the same as PR, and it certainly isn't advertising. Seems like an obvious point, but wade through the deepening thicket of content programs and you get mixed results.
Content Marketing is Not Selling
Basically, content marketing is the art of communicating with your customers and prospects without selling.
I am a terrible salesman but I am a fairly good writer. I can describe a product and its benefits very accurately and if there is someone out there looking for that particular product I am confident they will find my content beneficial.
I don't go looking for customers exactly but I do present products in areas where those who are or maybe looking for a certain product hangs out. This maybe a social media site or a blog. So how do you know if your products is desired, if you are on a dog site you will not likely be promoting Kitty litter.
Many people think they need to be good writers or salesman to market content. If you can tell a story and relate benefits of a certain product or service that is basically all that is required.
There is money to be made with content marketing through article marketing. You don't have to be a prize winning author to receive a share of that income.