As a business owner you can use many ways to grab your prospect’s attention. Some work well, others not so much. And if you were successful at getting their attention but managed to annoy them in the process, you will have done more bad than good. Content Marketing, defined as “the creation and sharing of valuable, relevant, and consistent content in order to acquire and retain customers”, can be a great way to connect with your target audience.

Here are some reasons why:

1. By creating valuable content in the form of articles, white papers, videos and so on, you get to establish yourself as an expert in your field. Prospects can learn something, and you were the tutor!

2. This content should be fairly easy to create. I mean, it is YOUR business and you should be knowledgeable in your field to begin with. If you feel that your writing skills are not good enough, you can always hire someone to create the content for you (based on your instructions, or an interview) or edit it.

3. Content Marketing can be used to achieve many goals, including Brand Awareness, Lead Generation, Audience Engagement, Customer Retention, or Up-selling/Cross-selling.

4. By sharing your content on social media you can get into a conversation with your target audience. You can learn from them, while further cementing your authority as an expert in your field.

5. Content is easily shareable, and people want to host good content on their own websites. This makes Content Marketing a wonderful tool for linkbuilding, aimed at improving your rankings in the search engines.

Whether you use content marketing to get more leads, build your authority or improve your search engine rankings – it is definitely worth your while to write articles, create videos and infographics.

[Published in The Wellington Advertiser, June 2016 for the Centre Wellington Chamber of Commerce]

Nardo Kuitert

Nardo Kuitert

Digital Marketing Consultant

As a Digital marketing Consultant Nardo is helping businesses making more of their online presence by optimizing their trust factors for better conversions.

He wrote the On The Web column on behalf of the Centre Wellington Chamber of Commerce from 2006-2016.

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