Why Content Is King
The Easiest Way to Serve Your Customers
In today's that-was-so-yesterday digital world, business fads come and go faster than Usain Bolt on race day. Wait, who's Usain Bolt? That's exactly our point. Just last year he was a household name, but now . . .
However, there is one trend that's definitely here to stay. Content marketing has proven to be so powerful, it's revolutionizing the way that many companies are doing business—including Dave's.
So what exactly is it, and can small business profit from this trend? To find out, we sat down with Steve NeSmith, Dave's Director of Social Media/Email Marketing/Web Content, to go over some of the basics. Here's his take on one of the most-effective digital marketing tools.
EntreLeadership: How do you define content marketing?
Steve NeSmith: At its most-basic level, content marketing is simply telling fresh, relevant stories about your business, product, service or event to your audience. It can also be about your customers and how their lives have been made better by what you do. It's a soft-sell technique instead of a hard one. You are drawing people in with valuable, pertinent information. You usually have a call to action hidden somewhere in the content, but the emphasis is on the story. Hopefully in the process, you're endearing your customers to your brand.
Something a lot of folks don't realize is that content is more than text articles. It can also be video or even a still image or a quote--all communicate very well.
EL: What are some of the channels you use to "spread the word"?
SN: Obviously, there are traditional offline channels. But with so many of our customers online now, we've determined that digital channels are the most efficient for us. We publish stories directly to our website and use social media like Facebook, Twitter, YouTube or LinkedIn. We also use email marketing quite a bit (like this newsletter). It's not as sexy as social media, but it can still can be very effective, especially if your audience has opted in.
EL: Speaking of social media, what would be the first piece of advice you would tell a small-business owner who's just getting started?
SN: Before you invest a lot of time and energy into social media, you have to know your audience—not only what they want but also the results you're looking for. Then, define your goals and the best way to engage your target market to reach those goals. Social media is a great marketing tool but only if you're intentional about it. You don't have to post every day or even every week at first, but monthly can be very effective.
EL: What's the best type of content to offer?
What I've learned is that the most powerful content is timely and relevant, with an emphasis on timely. Connect it to something that's going on in the world, an industry or your community—something that's front-of-mind with your audience. More people will pay attention and respond or share. As far as relevance, it has to meet a need or improve a situation. People are always looking for tips. If you're selling outdoor products, tell them what the weather forecast is going to be for the weekend. It can be that simple.
Content marketing is much more than getting your name out there. It's one of the best ways to serve your customers, build rapport, and drive results. And what's even better? Costs are minimal. So if you haven't tried it, what are you waiting for? Get online and get going.
For an example of content marketing by the EntreLeadership team, check out our new EntreLeadership website, which just launched, or download our latest EntreLeadership Podcast. | Share this: |  |  | |
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