Content marketing is the backbone of your marketing strategy.
No one is interested in seeing your pricing matrix or service options when they’re looking for the answer to a basic question – they’ll probably end up frustrated and bounce from your website.
However, a lead who finds a clear, comprehensive answer to their question or a detailed solution to a problem they didn’t know they had is likely now interested in who you are and what you have to offer.
It tells people who you are and why you should buy from them.
While it’s true content is used to drive sales, the content itself shouldn’t be about sales.
I published this post and this post at Mamu Media that explain the ins and outs of successful content marketing – here are a few of my key takeaways.
Effective content marketing provides value to your audience.
It should answer a burning question, suggest an intuitive solution, or offer thoughtful insight.
According to the Oxford Dictionaries, content marketing is a type of marketing that involves the creation and sharing of material (such as videos, blogs, and social media posts). It does not explicitly promote a brand, but is intended to stimulate interest in its products or services.
Don’t make a sales pitch.
Anyone can jump up and down and yell about how great their business is. This isn’t the time for that.
Content marketing isn’t focusing on the features and benefits of your services, nor is it pushing sales. It’s about demonstrating your desire to build long-term, mutually beneficial relationships.
Why are your services the best? Let your business speak for itself through content.
Focus on the needs of your target audience, and you’ll position yourself as a trusted advisor.
Consider these questions:
- What are the biggest challenges my clients (or candidates) are facing right now?
- What issues are keeping them up at night?
- What opportunities are they looking to capitalize on…and where do they need help?
- What issues, related to the services you provide, are they most interested in learning about?
- What objections do they typically have about the kinds of products and services I sell?
Move beyond nitty-gritty industry specifics.
Think about the staffing industry. Yes, our core services are temporary and direct-hire staffing – but anyone interested in workforce management could be considered a potential client.
Consider topics like these, which could be of interest for any HR department or manager:
- incentive programs for hourly employees
- how to connect benefits and employee retention
- changes in employment law
Broadening your scope demonstrates flexibility and a true willingness to work with new clients.
Offer your readers something different.
At Haley Marketing, we like to stand out and stay top-of-mind – the best way to do that is by offering content no one else does. Take a look at your value-added content, compare it to what others are offering, and make changes accordingly.
Unsure you even have value-added content? Don’t know where to start?
That’s where we come in. We’re committed to helping you succeed – contact us today to get started on a marketing strategy that works best for you.