April 4, 2018
5 minutes of reading
Comments expressed by Businessmen the contributors are their own.
The following excerpt is from Robert W. Bly’s book Digital Marketing Handbook. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound or Click here to buy it directly from us and SAVE 60% on this book as you use the code MARKET2021 through April 24, 21.
content marketing Definitely have to be one of the arrows in your service marketing vibrator. Content marketing has become a major component of the marketing world. According to a study conducted by the Content Marketing Institute, 88 percent of marketers added content marketing to their plans this year. But, what exactly is content marketing and how can you use it to market your services online?
Content marketing is a type of marketing that involves creating and sharing online documents such as videos, blogs, articles, and post on social media. It differs from other types of marketing, such as direct feedback and brand marketing in which it does not explicitly advertise the brand but instead aims to stimulate interest in the product or service by creating useful, informative content designed to stand out. Turn on your expertise and solve the problem.
This content may include Blog articles, social media posts, white papers, case studies, videos, infographics, and more.
Why is content marketing so effective for sell Online Services? Because of content marketing:
- Tell a story. In content marketing, say sales. In this case, you’re telling your brand story honestly, not excessively sell– That way answer the questions of your target audience and demonstrate to them that you and your service are the answers to their prayers.
- Build your expert reputation. When people respond positively to your content marketing, trust in you and your brand will increase. Over time, people begin to see you as an expert in your field or major. You become a valuable resource and a significant number of your followers will become your customers.
- Create interaction. The main content of content marketing is relevant, timely content that grabs your attention and engages your readers. When someone answers a question you asked Twitter, reply to your blog post or answer a question via email, the prospect has made a decision to contact you. This gives you the opportunity to deepen your relationship with them and ultimately, hopefully make a sale.
Let’s look at some of the ways you can use content marketing on your website to grow business services.
Related: Market Your Business on Craigslist
Content solves an issue
Content marketing requires a softer exposure than other forms of marketing. You can still sell, but your message needs to be more helpful than selling. Why do people ask for your service?
Because they have a problem that only you can solve. You are not an X, Y, or Z carrier; you are a problem solver.
For example, what if you provide a resume writing service? What problem do you solve? You don’t just sell records. You are selling a whole new life to someone who wants to rise in the world or move into a new career. Their problem is, they get tired of being given the jobs they will be perfectly suited for. Their problem is, they need more money to survive.
Think about the problems you solve with the services you offer and create content that works for that. This shows the prospect that you are the best person for the job. Ideally, you want the prospect to think, “If he gives away this great amount of information for free, imagine what I would get if I paid him.”
Related: 10 Laws of Social Media Marketing
Content marketing, in large part, is about sharing. Create useful, interesting, and informative content that viewers want to share with their friends. Well-written blog posts, in-depth infographics, and instructional video solving problems your website visitors face are a great way to encourage sharing behavior. Ask your visitors to share content with their friends and make it easy by adding share buttons for sites like Facebook and Twitter. This way your marketing message is delivered much broader beyond their original audience.
Content is not just writing
People share valuable content with friends and colleagues even more easily than they share product or service information. So content is a very viral marketing type and is conveyed more often than pure sales messages.
Not all content should be an article, book or blog post. If you have technical media and know-how, you can also create instructional videos, host podcasts, host webinars, or create infographics that highlight your expertise.
Posting regular, dynamic content like this will not only make your site “sticky” by encouraging visitors to come back, but it’s also shareable and very popular. In fact, visual content is 40 times more likely to be shared on social media than other types of content, according to social media management firm Buffer. And infographics are actively shared by users on social networks.
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