One of your primary objectives as an entrepreneur is to get attention for your product and start-up. The old adage “Build it and they will come” seems to no longer hold true. There's simply too much noise and too many voices for your brand to be heard without making a concerted marketing effort. Television shows, social media, email—all these and more combine to form a cacophony of insanity that you must somehow penetrate if you want to succeed.
One of the best ways to stand out from the crowd is through content marketing. People tend to tune out sales pitches, but if you give them relevant and interesting information, they'll listen to determine whether it’s right for them. If you're still not sure why you should get into this type of marketing, here are a few ways it can elevate your brand awareness.
- It improves authority
Authority is of great value to both you and your product. If you can convince people that you're an expert in your industry and not just a random person who just happened to make a product, you'll find it easier to get your first customers.
Consider this: you'll probably find yourself up against competition, both direct and indirect. Some of them will be more established than you, while others will have better marketing. If you can make yourself out to be a smarter and more knowledgeable producer or developer, people will take notice and hopefully gravitate towards you, even if there are more established products in the industry. It'll also make you more trustworthy, which can help develop customer loyalty.
- It increases the value of your website
You would be remiss as an entrepreneur if you did not have a useful website for your start-up. Even if you simply display a homepage, an about page and a blog, websites offer another way to attract and interact with consumers. It's also a cheap way to stay in touch with them without having to hire more customer support.
The problem is keeping it and your content fresh. Infrequently updated websites can deter traffic from returning, which can result in many lost opportunities for lead generation and conversion. It also feels less professional. A well-thought-out content strategy can fix that for you and should be your primary goal when diving into the content marketing world.
Not everyone who reaches your website will have made a decision to use your product; however, providing them with relevant articles, information, and other content could be the tipping point. It'll also provoke return visits, which in turn can lead to more sales and profit.
- It improves brand awareness
As an entrepreneur, developing your brand should be one of your foremost goals. The more visible and memorable your brand, the more consistent and dependable you'll be. Still, your visibility is directly impacted by how much you have to say. A few advertisements may get the ball rolling in a consumer’s head, but they won't keep your brand there. The only thing that'll keep you top of mind for a consumer is constant exposure and relevance. Ads can't always do that, as customers can eventually develop ad blindness.
This is where content comes into play. Although your product is the force behind what content you create, it shouldn’t be the center of attention. As you do with ads, you don't have to pitch consumers your product to stay relevant. All you need to do is keep giving them information relevant to your business and their need or pain point. Content is a subtle way of letting them know you care about their needs.
- It encourages action
Consumers can often take copious amounts of time deciding how best to spend their money. The more expensive the service, the more time they'll take thinking about their decision. This is natural and responsible, but it can result in customers opting out of your offering. Don't give them a chance to do that.
When people waffle about your product, it's often due to a lack of information. Content marketing can be the solution for that. While this is a type of marketing itself, its primary purpose is to inform the customer and make them more confident in their buying process. If your content can guide consumers through the journey, they'll likely repay you by choosing your product. This is the ultimate goal of using content as a marketing tactic.
Content marketing isn't easy. It takes consistent output and informative content to make it valuable to consumers and to you. Keep in mind that you don't necessarily have to be the writer, despite being the entrepreneur and the expert. It doesn't hurt to write it yourself, as this will also develop your personal brand, but if it seems like too much to handle, remember that's it's a marathon, not a sprint. Get it out consistently. There's no need to rush.