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The Power of Good Content
The Power of Good Content
You’ve landed on this page, so I’m assuming you’ve heard that having plenty of content on your site can greatly benefit your business. You may have grumbled to yourself, “I don’t have time to make a blog! How is this going to help my business, anyhow??” Whether you have a new or existing business, having great, quality content on your site can help boost traffic, social following, and ultimately sales. How can a simple blog do all of that? Let’s look at it from the user’s perspective.
Let’s say you’re just browsing the web, perhaps you’re looking for some information on how neon signs work, but you’re not particularly interested in purchasing a neon sign. Would you rather read an article about how neon signs work or how great the neon signs are from a particular store? You probably want an article that gives you the information you’re looking for, right? And if that article happens to be on a website that sells neon signs, like this infographic, then that website will instantly be more appealing. And if the information is REALLY good, you may browse around the store to see what products they offer. See? You’re almost a customer.
Okay, so now that you can see how users perceive great content, let’s look at it from a marketing angle. First of all, what is content marketing?
Content marketing is the creation and distribution of valuable and relevant content that is consistent with the interests of target audiences.
PRACTICE
Sounds good, right? But how does it work?
Benjamin Taylor, on iMedia Connection, said it well: “Engaging a customer works exactly the same as every other human interaction. First you need them to notice you, and then to be interested in you, and then to engage with you.” Creating quality, interesting content will generate that customer interest in your company. Unfortunately, this step often gets ignored, and too often, businesses use their blogs to push their products instead of creating meaningful content for their customers.
BloggingThere’s a reason why people like me don’t enjoy being “marketed to.” If you want me to care about your product, you have to give me something in return - a visually appealing, useful infographic, or a how-to article. Engage me; pique my interest; your advertisements can’t do all the...
Continued
Let’s say you’re just browsing the web, perhaps you’re looking for some information on how neon signs work, but you’re not particularly interested in purchasing a neon sign. Would you rather read an article about how neon signs work or how great the neon signs are from a particular store? You probably want an article that gives you the information you’re looking for, right? And if that article happens to be on a website that sells neon signs, like this infographic, then that website will instantly be more appealing. And if the information is REALLY good, you may browse around the store to see what products they offer. See? You’re almost a customer.
Okay, so now that you can see how users perceive great content, let’s look at it from a marketing angle. First of all, what is content marketing?
Content marketing is the creation and distribution of valuable and relevant content that is consistent with the interests of target audiences.
PRACTICE
Sounds good, right? But how does it work?
Benjamin Taylor, on iMedia Connection, said it well: “Engaging a customer works exactly the same as every other human interaction. First you need them to notice you, and then to be interested in you, and then to engage with you.” Creating quality, interesting content will generate that customer interest in your company. Unfortunately, this step often gets ignored, and too often, businesses use their blogs to push their products instead of creating meaningful content for their customers.
BloggingThere’s a reason why people like me don’t enjoy being “marketed to.” If you want me to care about your product, you have to give me something in return - a visually appealing, useful infographic, or a how-to article. Engage me; pique my interest; your advertisements can’t do all the...
Continued
