There are two types of content found online today: the first is keyword driven content that is used to help drive a company up the search engine rankings, while the second type is there to provide value and insight to whomever reads it. Yes, it’s important to pay attention to SEO when delivering content, but it’s more important to make the customer feel as though they have learned something about your business, or perhaps even your industry as a whole, when they are done reading.
Value-Driven
Think of content in terms of a magazine. Let’s say that you are a huge sports fan and you have the choice between a pair of different magazines. One offers in-depth articles about your favorite teams and players, while the other is filled with generic pieces that are little more than glorified ads. Which one are you going to choose? We would suggest that your choice would be the former of the two, as the content in there would deliver content that is of real value. Content marketing essentially works on the same principle.
Building A Loyal Fan Base
Sticking with the sports magazine analogy, let’s talk about what you would do after you read it and compared it to what else is out there. You might consider buying a subscription, and you would almost certainly talk to your other sports buddies about the articles that you read. This is how content marketing works when you consistently deliver pieces that have value and insight. People will flock to your mailing list to get access to more, plus they will share your content via social media, which in turn will bring more people to your website or blog.
Content Is A Dialogue
The other thing that content with value delivers is trust. People have all sorts of different choices for every niche and industry that you can name, so why should they choose you over the competition? By delivering quality, informative content on a regular basis, you establish yourself as an expert in your field, which in turn leads to a bond if trust being formed between you and the consumer. Think of your content as a dialog as opposed to a sales pitch, and create content that you know will help the people that you are eventually going to gently nudge into the sales funnel if they want your product. Let me get this point across, IF THEY WANT IT. People should come to you eventually if you're doing content marketing right. You display your expertise and they realize they need your help. It's a give and take, your free insights show that you actually know what you're doing and make you an authority on the subject.
Write For Your Audience
There are people out there who believe that creating quality, engaging content is difficult, but those tend to be the people who do not know what it is their target audience really wants. You only need to listen to the questions that are commonly asked about your business and what you have to offer to get an idea of the needs of your potential customers. From there, you should be able to create content that answers those questions, but which also sells your products and services without the need to shove them down anyone’s throat. Take care of the content, and your search engine ranking will take care of itself.
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