Before you begin actually putting pen to paper or fingers to keyboard and creating the content, it’s important to understand how content marketing builds your business.
You can then use the information to create several important documents, including your content marketing strategy and an editorial calendar. Let’s step back for a minute and talk about how content marketing builds your business.
Content Helps Your Prospects Find You
You’ve probably heard the term “search engine optimization.” When someone enters keywords into a search engine, they get results that match their chosen words or phrase. If someone is looking for information on planting beans, for example, then they might search for “how to plant beans.” The results that they get should ideally be packed with information on the topic. If you’re a gardening business owner or a bean seed seller then your content will likely show up on the results.
Search engines look at the quality of the information, the relevance, and the credibility of the source. The more content you publish on your topic, the more you’ll boost your credibility. More prospects will find your website.
Great Content Is Shared and Builds a Community
Another way that content builds a business is by being shared. People love to email, print, and share great content on social media. The more valuable and helpful your content is to your audience, the more likely it will be shared. Again, this builds awareness for your business and drives traffic to your website. Once prospects are on your site, your content will motivate them to subscribe to your site or newsletter, to comment, and to become part of your community.
Opportunity to Profit
While not all content should be promotional content, you can use your content marketing strategy to promote products and services. You can monetize the content and earn money when people click.
Good content also helps your prospects make buying decisions. It converts prospects into customers. In fact, according to surveys, 60% of people are inspired to seek out a product after they’ve read about it. And if that information comes from a peer or is viewed on social media, the percentage is higher.
Take a look at your list of topic ideas. Start thinking about how the ideas might benefit your business. For example, can a “how to” article promote a product or service? Also continue to build on your list. Next time well explore the many content marketing formats available to you. You’ll begin deciding what type of content you want to create and how you can provide the most value to your audience.