Why I’m Obsessed with Content Marketing
In case you’re not familiar with my marketing ethos: the core of effective marketing is authentic communication with your audience.
Think of it as forming a friendship.
Like any friendship, it develops through:
- sharing yourself,
- your views,
- and finding common interests with one another.
You’re unique. You’re the only person in the world with your perspective, your nuanced approach to business, and your voice. Use that to leverage your position in the market through content marketing.
Content is the first impression for new audience members and a continued conversation with those already engaged.
It’s your creative way to reach out and form genuine connections with those who are predisposed to be interested in your product or service.
Massive Online Opportunity
As an online small business owner, the bulk of your interactions take place over the internet.
Incorporating valuable, authentic content is the key to a successful online presence.
Why?
First, people are consuming massive amounts of online content every single day. Whether or not this is a good thing is up for debate, but the numbers don’t lie.
Global online content consumption skyrocketed in 2020, which makes sense considering we were quarantined and desperately trying to connect with one another.
Content as a strong foundation
As I’ve discussed before, marketing is an ecosystem. No singular aspect works without other tactics being in place.
A common customer journey takes a minimum of nine touchpoints before conversion.
This means that you need to have a foundation in place to nudge your future customers toward investing in your product or service.
Rarely (essentially never) does someone encounter your business and immediately purchase.
First, they’re going to google you, check out your social channels, and read your website. If you have impactful, engaging content in place, you’re in a much stronger position to capture a conversion.
I recommend my clients select 2-3 content types to incorporate into their strategy. The types depend on what you want to create, share, and what your bandwidth looks like.
Examples of online content to incorporate into your marketing strategy:
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Blogs
-
Email
-
Podcasts
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Video media
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Social platforms
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Digital publications
Additional reading / references:
Forbes Global Online Content article
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