Marketing is not simply a case of advertising, but a way of warming up leads to your product and service. It may signpost people to your website, sales page or phone number, but it also has to do some heavy lifting for your before your prospect gets on a sales call or buys from you,
Content marketing is a way of delivering valuable material to your customer so they get to know your brand before you ask them for anything.
Think of it this way. Imagine a friend you only hear from once in a blue moon. When they phone you up, before they even ask how you are, they’re asking to borrow some money. Or they’re asking for help with their new business or want you to help them move into their new house. Otherwise, you don’t hear from them. Not exactly a quality friendship, is it?
Likewise, your future customer doesn’t just want to be sold to all the time.
That’s were content marketing comes in. Content is about giving the prospect something they will appreciate, so they can assess if this is a brand they want to get to know better.
Informs & Educates
One main goal of content marketing is to make them aware of a problem they weren’t didn’t even know they had. Lots of people are happy getting by and tolerate a lot of things that they think they can’t change. C’est la vie etc etc. Writing an article about an area that poses problems in a “How To” format can alert them to the fact that they don’t have to put up with minor inconveniences any more. Fill the article with lots of useful suggestions they can act on right away.
Later on, you can follow up this initial campaign with an educational article about your product, how it solves the problem and that lists the main benefits.
In one final campaign, you can reel them in with an enticing offer, now they know what you’re about and you’ve already provided value.
Establishes Rapport
Content pieces build rapport through entertaining and humorous content. Again, this is about showing the value you can offer as a brand. To paraphrase writer and activist Maya Angelou, people don’t remember what you say or do, but they remember how you make them feel. Amusement and laughter create a lasting impression. If you draft something that’s enjoyable to read as well as being on-brand, you’re well on your way to stealing hearts. When they come to buy your product, they’ll choose you over the competition.
Builds Authority
Lots of people do exactly what you do, but they’re doing the bare minimum. They’re not taking the time to prove themselves to your customer. If you’re writing quality material and showcasing your expertise, your customer will see you as the authority over the chap who’s just working from his basement with no professionalism whatsoever. You’re not just any roofer or tiler, you’re the tiling king.
How can you incorporate content into your marketing?
- Send a leaflet with an article on one side that’s designed to inform, educate or entertain (best of all, all three at once!).
- Start a YouTube channel you can publish a link to on your leaflet.
- Start a blog and reuse the content from your leaflet campaign, or write more articles that build on what you say in your flyer.
- Keep all your social media channels active with fresh pieces of miniature content (Any wise nuggets from your blog or videos will help!).
- Always include a call to action at the end so customers know the next step, e.g. “Find out more by checking out my YouTube video”.
If you’ve been inspired to get wordsmithing, then we can help your leaflet get seen. Give us a call to enquire about our print and delivery services.