You will have probably heard of Content Marketing and in this article we’ll explore why useful content should be at the core of your marketing, especially in relation to your website and online activities.
Traditional marketing is becoming less and less effective; we are adept at ignoring online pop up ads, often ignore magazine ads and do our best to skip TV advertising.
But what is content marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
In a nutshell, content marketing is communicating with your customers and potential customers without selling and in a non-interruptive way. Instead of pitching your business and its services you provide information that helps and educates customers. The belief behind this strategy is that if you provide consistent and valuable information to customers they will reward you with their business and loyalty. And they do; that’s why top marketing companies use it. But it’s not just for big business, it works equally well for small businesses too.
For example, on the subject of alarm systems, if an alarm business consistently provides me with relevant and valuable information on related subject matter then I will develop trust in that business and they will be my first stop when I am ready to buy. However, in the definition above the important words are ‘valuable’ and ‘relevant’ so if the same alarm business sent me irrelevant information then I would probably consider them to be no different to other companies trying to ‘sell’ to me.
Irrespective of your general marketing strategy, content marketing should be part of your process, not something separate. Quality content is the key and you should have it in mind when you are considering your strategy.
Thanks to the reach and immediacy of the Internet, content marketing lends itself well to your online activities. Include valuable and relevant information on your website, your newsletters, your marketing emails and your social media posts. Just make sure you are targeting the right people.
If you need help with content marketing, your website or any of your online marketing then get in touch with OwlTree. We will be happy to help.
Warran Bolton
OwlTree Web Solutions Ltd
I am the co-founder and a director at OwlTree Web Solutions Ltd.
OwlTree is a web design and development consultancy that specialises in helping businesses and…
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