What’s the one thing you do before trying a new restaurant, buying a new product or visiting a new city? Check the reviews. The aggregation of reviews and opinions about a product, service, or place can mean far more than a targeted sales pitch. That’s why content marketing is so important. It’s an opportunity to provide balanced information, develop relationships with potential clients, and spark conversations, without being a sales bully.
Here are three specific ways we see the benefits of content marketing play out.
Content marketing is a creative and versatile tactic to create and increase brand awareness. Providing useful and engaging content raises interest from potential clients. Awareness is the first step to a sales conversion and so the initial hook is necessary to move forward with the truly desired next steps.
Customers are looking for thought leaders, people who know what they’re talking about. Content marketing provides an avenue to demonstrate the skills and expertise of a company. It also is a way to establish trust with the customers. This isn’t a direct sales ploy. All gimmicks removed, content marketing creates a following among the customer base and then indirectly offers a solution through your service or product.
Content marketing is also an outlet to reinforce the purpose and vision of a company. While content should be fresh and new, it should also all point toward a common goal. Sustainability, health, technological innovation—whatever it is that drives your company’s mission, vision, and goals—content marketing reminds customers of these tenets on a regular basis.
Where have you seen the benefits of content marketing in your company? We’d love to hear your story. And if you haven’t implemented a strategy at your firm yet, let’s talk. Red Mallard would love to help.