The creation and distribution of content has become such a significant aspect of effective marketing that it requires a high place in the strategy conversation in most every business.
Some might go as far as to suggest content marketing has become the most effective way to build a business.
The word content is confusing enough as it’s bantered around these days, but it’s also difficult for many small business owners to come up with a big picture view of the role content plays in the acquisition of clients.
Strategically, the word content must mean more than a blog post or a blank sheet of paper each day. You must begin to think of your content as a total body of work that is being built to serve your business over time.
You must understand and create content for the most important keyword phrases for your industry, the essential themes of education in your business, and your company’s core points of differentiation.
You must also think in terms of your content as a tool that moves prospects from awareness to conversion and in this effort there are at least five types of content that you must address. Each type must be considered as part of your overall content strategy.
I’ve listed each below and I also discuss them in the audio track that accompanies this post.
Content that builds trust – One of the first jobs of your content is to bridge the gap from awareness to trust building. Your SEO efforts actually marry with this type of content to make sure you are both found and found in abundance.
Content that educates – Once you create awareness and trust a prospect will be hungry to find out much more about your unique approach, your solution, your story and your organization.
Customer generated content – Getting your customers involved in the production of content builds loyalty and community, creates proof of results and gives you another avenue for content creation.
Other people’s content – one of the primary jobs of marketers these days is to provide some insight to the stream of information that our customers face. Filtering and aggregating content produced by others is not only a great service, it’s a great differentiator.
Content that converts – this last category is one that gets overlooked in the write for writing sake view of content. Ultimately, great content has the ability to call and convert prospects to the action of buying.
source – http://bit.ly/2shS2HR