Content Marketing

“More content” is a phrase you hear all too often from digital marketing professionals, but what is content marketing really and what makes it so important? The formal definition of content marketing is “a process for creating and distributing relevant and valuable information to attract, acquire and engage a clearly defined target audience.” Sounds easy enough…create information to put on your website, post to Facebook or include in your newsletter and then wait for the calls to come rolling in. The problem is that most companies focus on WHAT the content says and the sales it generates when they should be focused on WHY they are creating it in the first place. 

You’re in business to make money, so naturally you are pursuing content marketing to increase your sales. However, the definition of content marketing doesn’t mention increased sales; it talks about attracting, acquiring and engaging a target audience (your customers and prospects). And therein lies the problem with most “content marketing” goals…they often focus too much on customer sales when the real metric is customer engagement. Content marketing, when done correctly, builds trust, positions you as an expert and gives your customers the knowledge they need to make good decisions on products and services you offer….even if that means not choosing you. 

Content marketing is about freely giving something valuable or interesting to your customers without expecting anything in return. You need to get your customers and prospects engaged by informing, educating, building familiarity and most importantly, trust! If you focus more on how many people are engaged in your content, revenue will eventually follow. 

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