To understand how successful content marketers think about content, you must understand what it is and what it isn’t. Let’s start with what it isn’t.
Content as marketing
The truth is, content marketing is a misnomer. Marketing makes us think of traditional push-style tactics, and we immediately call to mind direct mail or infomercials.
Content, though, isn’t a push tactic. It isn’t advertising or sales. Its focus isn’t you or your product.
Personally, I like the way Mari Smith approaches it. Before anyone wrote a word about content, she promoted “relationship marketing.” Her idea is that before you push your products, you must draw your prospects into relationship.
With the growth of social media and the internet, it’s a welcome change. Consumers want information. They welcome others’ help when making purchase decisions. And they’re most likely to seek help from trusted friends.
Become that trusted friend, and you have the influence to guide their decision.
Content as PR
Content marketing is more like public relations than marketing or sales. It’s soft selling in that it tries to build public awareness in order to win future sales. The difference is that PR still focuses on the brand rather than the consumer.
When it’s done right, content marketing is completely customer-centric. It provides useful information that may or may not generate sales. In fact, visitors have every right to use your information to purchase from a competitor.
Even so, it would be wrong to withhold information. Revamping your follow-up process would be a better solution.
Content as publishing
For me, content marketing is most like magazine publishing. Think of your favorite magazine. Every article is slanted toward you, the reader. The editors don’t talk about the company behind the magazine. All the focus is on providing interesting, thought-provoking editorial that will keep you coming back for more.
Magazine publishers understand the right way to think about content. It should be useful, interesting and entertaining. But most of all, it should be customer-centric.
What information do your prospects need? If you can create editorial that answers their questions, tells them what they need to be thinking about, makes them more effective at what they do, you’ll be on your way to creating a loyal following that turns to you when they need information.
What can you do to maintain their loyalty? How do you ensure they come back for more? Content is one element in a dynamic social media strategy. Make sure it’s well-integrated: tweet about it, post it, allow your readers to interact with it. Encourage your followers to engage with you and one another, and you’ll cement the relationship.
Can you use content to make more sales? Yes. Alongside your blog posts and other editorial, you can create content and collateral aimed at supporting your sales funnel. Answer frequently asked questions. Provide buyers’ guides, case studies and special reports.
The trick is to remain customer-centric and objective at the top of the funnel, gradually becoming more product-focused as you move down the funnel.
Think of content as chatting with your friends. Be helpful. Share news, tips and recommendations. Be generous, and focus on helping them succeed. Then watch your relationships (and your business) grow.
photo credit: susan solinski
