People are looking for information about you and your products/services online and if your customers can’t find you online they will find your competition; that’s where content marketing comes in. I was talking with an old school business owner just the other day and he was telling me that you used to be able to send out flyers and this is how it used to work:
Flyer 1: Mail it out for an intro but no business.
Flyer 2: Mail it out for a reminder but no business.
Flyer 3: Mail it out for a third time and it worked like a charm the phone would ring.
He told me these tactics no longer work for him.
While some of the old school business tactics may still generate business for some the truth is that people have shifted their attention online. It’s important that I mention the word tactics also, because bad tactics online are the same as bad tactics offline.
Think of tactics as tools in a toolbox and these tactics can build whatever structure/strategy that you want. It’s important that you have a strategy before using any tactics.
Not All Products Are Created Equal
Some products cost a few dollars, some cost hundreds, some have dozens of other considerations, some can be purchased without even remembering you bought it a month later. Each company has different needs and therefore the content strategy can vary, so we would naturally apply different tactics.
In almost all cases we would apply blogging as one of the forms of content marketing for your business but the strategy may lie in how often, how many words, how sophisticated. ?When we start working with most clients we discuss a baseline of activity centered around educating your client. ?We discuss how quickly we want to get there, and in what formats (tactics) will best suit your client/customers.
Good Content Marketing Gets Better
Whenever you start with an online content strategy it should hopefully be the worst content that you ever produce. ?That’s not to mean that what you produced was bad, but what you produce in the future should get better and better because you are listening to customer and adjusting. ?That’s why we include a monthly report with all of our plans so that you can make informed decisions about what is working and what isn’t.