With traditional marketing, you use ads and sales messages to try and attract prospective customers. Content marketing (CM) is where instead of interrupting people, you put high quality content out into the marketplace for prospective customers to find. Your help people do what they’re trying to do with no strings attached. The idea is prospects will then buy more of what you have to offer because it helps them achieve their goals.
Your customers don’t care about you, your products, or your services. They care about themselves. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.
In practical terms, content marketing is really the art of marketing more by selling less. You communicate with potential customers and help them rather than sell to them. You provide so much ongoing information prospects ultimately reward you with their business and their loyalty.
Your content becomes “epic” when it engages the customer and motivates them to take action. To achieve that, your content must:
• Help the customer solve a problem they have.
• Be consistently delivered rather than one-off.
• Project an authentic voice.
• Have a point of view which positions you well.
• Avoid sales speak or self promotion.
• Be absolutely best of breed.
As a business, your goal is to become part of the content fabric for your customers. If you do, selling to them becomes relatively easy. Your goal should be to develop and distribute the absolute best information in your industry. If not, why should your customers care?