Answering Questions. Solving Problems.
Sharing engaging content that addresses specific needs in your market is a unique and powerful means of advertising. Compelling content starts conversations. Conversation starters gets links, references and attention, leading to greater exposure and a higher position in organic search results. Great content rewards your prospective clients with answers to their questions, solutions to their problems, and establishes you as a trusted and knowledgeable resource in their minds.
What is Content Marketing?
Content Marketing involves offering useful information in the form of web-based media aimed at educating and communicating with prospective clients. The goal is to engage directly with people interested in your business through permission-based methods such as opt-in online newsletters, blog subscriptions, and podcasting. This is accomplished by freely distributing informative content targeted to your niche market–content that establishes your authority and creates trust and rapport with potential clients while showing them the benefits of doing business with you. Their repeated exposure to your expertise allows you to build relationships with people by being relevant to their needs and provides multiple opportunities for their continued interest and conversion. This is a radically different approach than traditional, intrusive sales methods.
The intent of sharing this information is not to promote your own products and/or services. It is to inform your target audience about issues relating to your market. The motivation behind your content marketing efforts should be to educate and assist your prospective clients, causing you to be recognized as a valuable resource and go-to expert. Content Marketing is a powerful means of establishing thought leadership, generating quality leads, introducing unique brand language and increasing sales to existing customers.
How do I engage in Content Marketing?
“Living and breathing an authentic story is the best way to survive in a conversation-rich world.” – Seth Godin
Freely distributing valuable content as a means of finding and engaging prospective clients often means making proprietary assets available for all to see. They need information that solves a problem or answers a question–they don’t need a hard sales pitch. By providing that, you build trust, credibility, and authority while introducing the benefits of what you offer and increasing the likelihood of converting prospects into clients. The distribution of this digital media includes:
• online articles and newsletters
• white papers and reports
• videos and online presentations
• podcasts and web conferences
Successful Content Marketing requires engaging media, clear strategy and perseverance. By providing an understanding of the powerful content marketing opportunities available to you and the skills to research and connect with your niche market online, North Rim Consulting designs and implements strategies to help your business grow by producing and distributing compelling media that is engaging and optimized for search engines.