Yes, content marketing. It’s 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 webtopia. (No better than print).
I could go on, but there’s a better way.
A proven way.
A way to get more return on time and money invested.
Content marketing, the modern online version.
Yep. Sure. You betcha.
It’s less expensive then, well, just about anything before it. And guess what? It’s more effective too.
So again, why is it so valuable?
WELL, how much money have you dished out on print advertising over the years? Are placement costs 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 on the other hand … Your blog, your video, your downloadable content, … it’s yours, baby. Oh, yeah! We call that Owned Media.
Okay, it’s not free. Your hours, consulting, copywriting, design – it all figures in. But it’s still less expensive than the alternatives, plus you own it.
How You Can Get Started Today?
Your business can get serious things done by jumping on board the content marketing wagon train. And it doesn’t have to be next month, next week or even tomorrow, it can be 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.
One of his methodologies AND a great way for a company like yours to get started …
Start answering questions. Customer questions. Start with 10 or 20 or 30. Then keep going.
In fact, any 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).
Those same 10 topics could easy become you first 10 blog posts. (this is content marketing too).
You might even create a video (Yep, content marketing).
And those 10 topics become the launching pad for many, many more. Once you start exercising your noggin, you’ll be surprised how far you can go.
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.
In fact, why not get started today by coming up with answers to those 10 questions, 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 on board? Have you and your staff started a content 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. Let’s go!
Just in case you’re interested, the ‘Pool Guy” and many others with serious content marketing credentials … they’re all featured in a little eBook I’ll be releasing this month. If you want in, simply use the handy dandy sign up form at the very top right, under the big red book.
I own McBreen Design. A Seattle design firm with a strong focus on content marketing. I help small companies and organizations bring their vision to life with brand strategy, design and content. Get in touch and let me know what I can do to help.