Content marketing and why you should be doing it
The new way of marketing your business is by using Content Marketing. Many large companies are doing it with great success and so should you. Here’s why.
What is content marketing?
Simply put, you create valuable content about your profession and pass on all of your knowledge and expertise with how-to guides along with valuable tips and advice to your customers in the form of blogs, social media posts or even Instagram stories. For example, if you are a plumber in Weymouth, you could write an informative article about changing a tap. You provide expert knowledge, demonstrate how to do the job, the tools needed, how long it will take and explain difficulty levels, etc. In turn, the reader learns how the process works and feels empowered to do the job themselves. You have directly helped a customer for free!
Sounds wrong, doesn’t it?
That’s the point. You are helping your customers as well as creating new ones, you are making yourself the go-to people for advice about plumbing in your town. Your posts will probably be liked and shared more, your business will be recommended and your website bookmarked. You are positioning yourself as the guide on the subject whilst at the same time, adding value to your customers. You’re one of the good guys. The more you write, the more your business appears as the most helpful plumbing business in town. See how that works?
But I’m too busy…
Assuming you are a busy person, set aside an hour a month to sit and write your blog about helping your customers overcome a problem and then publish it on your social media and website. That’s obviously twelve really useful blog posts that you have to call upon to re-purpose as you need to. Evergreen content. Valuable stuff. You could even write about a current hot topic of the day if it somehow relates to your business. You could go viral!
When do I start?
The sooner the better. Take an honest look at your existing social media posts and website content. Do they add any value? Are they useful to your potential customers? Or do you just talk about yourself?
Now, replace all of your old posts with your new fresh, helpful blog content and your business will become an authoritative resource for customers. Customers that are more likely to reach out to you first when experiencing a plumbing issue! You have positioned yourself as a guide, creating brand awareness and could even have created one or two brand evangelists!
Writing is like a muscle, the more you exercise it, the easier it gets. Once you get used to writing and researching blog information it becomes second nature. But it takes time to get results. You have to put the work in to see a return.
Nobody knows your business better than you do but don’t advertise that fact, let your content marketing prove that for you.
Colin Stratford. So&So marketing.