You’ve heard me talk about “content marketing” before. In case you’re a bit rusty on your terminology, content marketing is the process of creating relevant content and using it to attract and engage your audience. So rather than saying “here is my website, here are my products, buy them”, content marketing creates content (such as blogs, articles, or videos) that is relevant and valuable to your audience, and uses it to engage them.
Ultimately, content marketing has the same goal of every other form of marketing—to generate new business. But rather than “pushing” your products or services, you’re sparking the interest of your audience, educating them, and encouraging them to purchase from you when they are ready to make a purchase.
While the concept of content marketing isn’t new, the emergence of the internet and social media have provided a perfect environment for it. Whether it’s writing blogs and articles or posting photos on Facebook, there are a variety of channels available that allow you to connect with your audience and send them content that offers them valuable information while simultaneously reinforcing your CelebrityExpert® status.
Today, we’re going to dive a bit deeper into this process, first talking about what typeof content to create, and then exploring the various channels you can use to reach your audience. Let’s jump in!
Remember, the goal is to create content that has value to your audience. You want to give them a reason to keep reading (or watching, or listening)! There are many ways to do this—below are a few ideas:
Offer Tips. As a CelebrityExpert®, you’re in a unique position to provide helpful information to your audience. As an accountant, you could provide a “top five” list of tax preparation mistakes to avoid. If you’re a dentist, you could provide a tip each week for a brighter smile. The possibilities are endless—just remember to provide value to your audience!
Report Breaking News. Passing on breaking industry news that is relevant to your audience has two immediate benefits. First, it’s helpful information for your audience. And second, it reinforces your position as an industry expert. As a retirement advisor, for instance, your audience would certainly be interested in news relating to changing tax law.
Tell Stories. One of the best ways to engage your audience, educate them about your products or services, and demonstrate your expertise at the same time is by telling stories. Whether it’s a cautionary tale of an individual who didn’t follow your advice or a personal success story, stories are an effective means of getting your point across in an engaging way.
Using Pictures & Videos. You’ve heard that a picture is worth a thousand words—and so is a video! Pictures or video of your team in action, your products, or yourself can be very effective when they’re done right.
Distributing Your Content
Now that you’ve got an idea of how to create engaging content, let’s talk about where you can use it. Below are several great starting points: