By now you should know that creating content that sells is important. But, do you have a clear understanding of why it’s important? Good content is the soul of content marketing.
As the owner of a small business and a small business website, you should understand that content marketing is the practice of creating content solely to market your business or product.
This doesn’t mean that content market consists only of sales material. But, the content is created with the primary intention of getting people to buy your product or subscribe to your newsletter
When you are creating content for your website, remember why. When you are writing blogs and posting updates on social media sites, your first purpose is to sell. Secondary (and equally important) is to inform and entertain.
In fact your content should do more than just try to sell. If you want your content marketing to be successful, the actual content you are using must be multifaceted. Basically make your content shine. Let it be informative and entertaining but use it to lead people to your proverbial water.
Despite the fact that the purpose of content marketing is to draw sales and to draw people to your company you cannot make it a sales pitch. Think of it like a travel brochure. When you flip through the brochures for a travel destination they showcase the beautiful scenes and activities available.
You’ll learn about the history and local eateries, even the hotels. But, very rarely (if at all) will you see prices or giant “order now” text spattered throughout. They don’t need to include this text because if the content is written well, it’s doing the sales job on its own.
Content marketing is important for several reasons but one major reason: technology.
If you pay for cable or satellite, you can probably fast forward your commercials. How often do you really read the pop ups on your computer or scan the advertisements? It’s easier for people to tune out advertisements.
Content marketing speaks to people who would normally skip over your website or your blog post because it contains information they want or need or they are interested in. It gives before asking for something.
Content marketing recognizes that people are in a hurry and people need a reason to take time to read what you have to say or to investigate what you have to offer.
By utilizing this tool and really understanding how this type of marketing can be used, you’ll find it easier to create the type of content you need to make your website successful.
photo by: Krzysztof Urbanowicz