What is Content Marketing and How Can You Use it to Grow

Managing Director

Content marketing is one of these things that scares the crap out of businesses, whether they are non-profits or for-profit. They see the big guys doing it and they have no idea how to get started.

Add on top of that not knowing who you are talking to, what they want to hear about and the right way to tell them can leave you frozen in fear. But it doesn’t need to be link that.

Content marketing is information delivered to a specific target audience for the purpose of education, awareness, and sales. That information can be delivered any number of ways and usually the most successful campaigns are the most strategic.

So what are some examples of content marketing campaigns? You know those videos that you see on Facebook that you don’t know why you are seeing them but they are showing up or maybe a friend shared it because they thought it was interesting? Then you watch it, click their link in the bottom and then you show up on a page that is talking about that video? Then, they might try to move you over to another video or blog post or another page on their website. Once they have you there, they try to get you to give them your email address or call them?

That is content marketing. They have used content to educate you or get your attention and then move you down a funnel using content and to try to get you to raise your hand and self-qualify.

AHA! Self-Identification!

Photograph by Swaraj Tiwari via Unsplash


Self-qualifying. Can you imagine what it would be like if every person that came to you to use your product or service was already fully qualified, already educated on the service that you provide, and knew your process to a certain extent? What if you didn’t have to spend as much time getting them to understand why you are charging the price you are charging and instead got to spend more time on delivering that that value to them and moving them closer to their goals and objectives?

“Content marketing is information delivered to a specific target audience for the purpose of education, awareness, and sales.”

Because you are developing content that talks about the service you provide to the specific audience that you are choosing to target, the people that will be reaching out to you have already been informed on the value that you provide to them. There is also the added benefit that you will be more easily seen and identified as an expert on the web because of all of the information you are pushing out. As a result, you will be top of mind when your qualified prospect starts looking for someone to provide the service you offer.

It also seems like a lot of work.

Well here’s the hard part. It typically is. However if you have a system in place that helps you identify exactly what you need to be doing with a piece of content at any given moment, then you at least simplify that work so that you aren’t frozen thinking about what to do next.

So let’s get you started.

3 Key First Steps to Getting Started with Content Marketing to Grow

You can probably guess what I’m going to say first. Identify your ideal target audience. This target ideal prospect is the person who is (typically) easiest to work with, the most profitable, and, more often than not, the one that you are the most equipped to be able to educate on the value you provide.

Second, find out where your target audience is when they are in the process of evaluating a purchase. Sometimes this can be forums. We always say that Facebook can be for most but it isn’t for everyone especially when you factor in where they are when they are making a buying decision. They might be on YouTube. They may be heavy consumers of webinars. Find out where they are.

Then, third, hang out there. Once you know where your target audience is, develop a campaign that allows you to reach out to that audience in the different places that they are around the web and build and deliver the content that they like to consume in those places.

Need Help?

If you need help putting together a content strategy or would just like to make sure that you are putting your best foot forward and fast tracking your success, we’d be happy to help.

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