The choice for good marketers is never about implementing a “content marketing” strategy vs. a “traditional marketing” strategy. It’s always about the objectives. What are your marketing objectives? How can content marketing and/or traditional marketing help you reach these goals, given X amount of resources (time, financial and human)?
Content marketing draws customers’ attention and makes your brand familiar and trusted. It helps make your business “known for” something other than what you sell. And it gives your customers something to talk about to other potential customers. Small businesses especially can benefit from content marketing because it doesn’t cost a lot of money to see results. Content marketing has so many tangible benefits that it makes you wonder why more small businesses don’t pursue it.
Establishing trust with customers through content marketing is easier said than done. The following isn’t an exhaustive list, but what I consider four important criteria necessary for building trust. 1. Authority To establish authority, first you have to actually be an authority. No faking it with your customers. They’ll know whether you’re an authority they [...]
I believe that a content marketing strategy can help any organization grow and prosper, but it takes more than a list of tips and platitudes to make it work. It requires a shift in perspective. If you’re a stakeholder or a consultant, it often requires persuasion and—worst of all—patience.
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