If you own a business and have considered content marketing, what is stopping you from doing it?
Content marketing has been around for ages, but I’m talking about a fairly new way to attract and convert customers.
The modern incarnation of Content Marketing that many small businesses don’t embrace.
So what IS stopping you?
Is it price?
If money is your focus, let’s stop and get right to the point …
I provide branding services for professional services firms. I’ve been doing this for years and now consider it part of my job to explain the concept of content marketing to clients and potential clients.
I would be doing them a HUGE disservice if I didn’t.
So, how do you find the right customers and save money at the same time?
To start, let’s think about it this way …
What is expensive?
If you own a small- to medium-sized business with a small- to medium-sized marketing budget, you may have …
Created a commercial for a local radio station (DEAD MEDIA).
Purchased a full-page ad, or multiple ads in trade publications (GOING, GOING, GONE. Your dollars, that is).
Or placed banner ads all over the internet. (No better than print).
I could go on, but there’s a better way to spend your marketing dollars
A proven way.
A way to get more return on time and money invested.
Yep. Sure. You betcha.
It’s less expensive then, well, just about anything before it. And guess what? Content marketing can work if you approach it the right way.
So again, why is it so valuable?
Well, let me ask you this: How much money have you dished out on print advertising over the years? Are the ads bringing in new clients?
Listen, I do this stuff for a living and I know the answer.
And sorry folks, print ads are …
Difficult to measure.
And you’re on someone else’s media property.
Content marketing—your blog, your podcast, your downloadable content— is yours, baby. Oh, yeah! We call that owned Media.
Okay, it’s not free. Your hours—consulting, copywriting, design—all figures in, but it’s still less expensive than the alternatives, plus you own it.
So, How Can Your Business Get Started with Content Marketing?
First, it doesn’t have to be next month, next week or even tomorrow. You can set the plans in motion today.
And guess what? Coming up with topics doesn’t have to be a painful process.
There’s a guy I’ve been following around for years. He helped bring his pool business back from the brink by focusing on content done right. Marcus Sheridan was, and still is, know as the “Pool Guy.” You can check out his story here.
He preaches this stuff like gospel and his message is well worth listening to.
A tool from his arsenal and a great way for a company like yours to get started…
Start answering questions. Customer questions. Start with 10 or 25 or 50. Then keep going. Don’t stop.
In fact, a list of 10 questions could be the foundation for…
a valuable industry eBook. Something potential customers might want to download as a pdf (that’s content marketing).
your first 10 blog posts. (this is content marketing too).
you might even create a video (Yep, content marketing).
And, even better, the 10 detailed answers you come up with could become the launching pad for many great topics.
So, if you’re looking to amp up your marketing efforts, start thinking about the above practices and less about tired media that doesn’t get the job done.
Why not get started today by coming up with answers to 10 questions that trouble your potential customers, then think of 10 more. This might be the very best way to bring your company into the new world of online marketing, and who the heck knows? You might come up with 100 blog posts and completely change your business.
So, what say you? Are you know thinking about starting a content marketing strategy?
If not, what is stopping you?
A lack of ideas?
Well stop thinking about limitations and start thinking about the possibilities. Today is the day to get started.
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