Amazing things will happen when you listen to the consumer.”
–Jonathan Midenhall, CMO of Airbnb
There’s a good chance you’ve heard about the power of content marketing. The inbound marketing technique is an effective means to engage current consumers and attract new ones with the power of story. Through content marketing, businesses may transform the ways in which consumers view and interact with their brand. It’s practical, it’s effective, and ultimately, it builds those deeper connections that no other marketing tactic can do. Among the many advantages of content marketing, we find that effective content drives website traffic, builds brand awareness, and develops greater human values such as leadership and trust. Now that we understand content on a social level, it’s time to uncover the ways in which content can get to the root of your entire business model, your products. On the most basic level, your business is here to sell a product or service. So, how can we leverage content to tell the story of your product or service effectively?
Show Don’t Tell
Many times, when businesses pursue different marketing tactics, it can feel as though they are shouting from the rooftops “We’re amazing!” Content is a quieter tactic. Instead of shouting, content serves to show the value of a product in a way that speaks to consumers on a more innate level.
Your Brand to The Rescue
Your customers are here because they have a problem that you can solve. Through content, you may delve deeper and deeper into the experience of your consumers and understand what their greatest pain points are relative to the things you may provide. Through content, you may elaborate on how you as a service are there to enhance their experience and quality of life. Through content, your business becomes a two-way conversation in which your consumers feel valued and heard. Turns out, the greatest business strategy is simply to care.
“People don’t buy what you do, they buy why you do it.” – Simon Sinek
Starting the Conversation
Why do you do what you do? What in your experience compelled you to start a business and to enter into the market you are currently in? Chances are, there’s a deeper reason for the things you do and your consumers want to hear all about it. Through story, your product becomes much more than a product; it becomes a mission and a lifestyle.
Did you know, 47% of buyers view more than three pieces of content prior to connecting with a sales representative? This shows how content initiates that first conversation and starts to tell the story of your products. Be sure to make a good first impression!
Targeting Your Reach
The reality is, not every consumer in the online space is interested in the product or service that you intend to sell. Developing content, you may begin to define and create your own audience with ideas that are relevant to your targeted crowd. By combining content that is relevant to both your products and your audience, you can work towards website traffic that reaches the people you really want to reach. That process may involve some trial and error, but it’s okay. It’s all about learning what engages your consumers and what doesn’t so you can adapt your business to meet the needs of the public. Because that’s what you’re here for, right?