How time flies. We’re already close to the end of the first half of 2017. Like every wise business owner, you’re probably in the process of taking stock of your lessons, losses and profits, while looking forward to correcting or improvising where need be. But, whatever you do, if content marketing is not a key component of it, just throw the entire plan in the trash. For those who don’t know. Content marketing, according to the Content Marketing Institute, a foremost hub for all things content marketing, is
“…a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Content marketing mostly takes the form of infographics, webpages, podcasts, videos, pictures etc.
The power of content marketing lies in its capacity to circumvent the traditional marketing process. In the old way, the customer either came to you, or you came to him, then a long period of haggling and salesmanship to convince the customer that your product or service was better than the rest. If the customer said yes, thank God. If not, well, better luck next time.
But with the 21st century wave of content marketing, the buyer and seller only meet when the buyer is convinced he wants the services of the seller. Why? Because he has come across a lot of “valuable, relevant, and consistent” (remember our definition above) content that is appealing and sells itself to him to the extent that he thinks, “I need to do business with the person who created this”.
We see this at work when adverts are streamed before a YouTube video, an image is circulated on the net about a promotional offer, or a blog article promotes a product, or concept, like this one.
With that said, you’re probably thinking, where do I start? Well, you could start a blog, where you write about your services and give free tips to people (potential clients) about simple things they can do own their own without your help. The trick about this, is that while on the surface, it might seem like you’re offering your services for free, but you aren’t.
The message this passes across to the client is that “These guys are so good and full of quality they don’t mind giving some away. This stuff has been really helpful to me. I should get in touch with them when I need help for things above me”. In fact, some Establishments in Nigeria that are statutorily banned from advertising, for example, law firms, have resorted to content marketing, to circumvent this rule. Most top law firms in Nigeria, run blogs or regularly release articles detailing recent developments in a particular sector, eg. Intellectual Property, and advising Nigerians on how to make the most of them. At the end of such articles, they put their contact advising you to get in contact with them for more detailed advice as regards a particular situation.
Also, if you decide to resort to blogging, make sure to splurge on the images. Analytics have shown that online posts with images have 94% more views than those without. So you get? More views, more potential clients, more happy trips to the bank.
Your next step should be to tap from the power of digital influencers. According to Jess Estrada, they
“… are people with significant networks (followers, readers, etc.) who can speak to a broad range of products and services with the ability to sway opinions in their favor.”
Most celebrities could easily pass for influencers, but how many of us can afford them anyway? You could simply go for a person with at least, 1,000 followers on social media platforms. 90% of consumers trust recommendations from their digital circles over and above traditional advertising, which is seen as plain acting, in making buying decisions.
But maybe your schedule is too tight, and the production line is jammed. You’re quite convinced about the need to take content marketing a bit more seriously for the rest of the year, but you just don’t have the time. Well, not to worry, there are digital media firms, Infusion Media being one of them, that offer content marketing services, alongside a team of writers and editors to create content that suits the taste of your clients. Feel free to contact us to take the weight of your shoulders while you focus on building your business.