Now that we’ve gotten that out of the way, consider this: solid content establishes you as an authority in your field, someone in the know. Your clients and potential clients will begin to look to you as a reliable source of information. To set that foundation, you’ll need to engage your audience on two different arenas: information and entertainment. You want your readers to walk away (or click away, these days) from your article feeling not only that they learned something but also that the time they spent reading was worth it.
Content marketing is not a get-rich-quick scheme. It takes time to build a strong reputation as an industry authority who provides quality, relevant content that’s worth reading. Consistency is also a key factor. If you’re providing articles on your website, for example, no customer wants to click that link to find that your “latest” article was seven months ago. Content marketing is a long-range commitment that requires substantial, engaging information that’s both relevant and timely and delivered consistently.
And while you’re at it, you can use content marketing to set a tone or a persona for your organization. Do you want customers to deem your hometown company as the reliable choice with decades of experience to do the job right the first time and at a fair price? Or perhaps you want to shine in the hospitality industry so you want to impress your audience with your wow factor. Good content will help customers see you for who you are – or who you want to be.
Here at Ghost Partner we’re kicking off a new series in 2015 to help make content marketing work for you. You’ll learn about:
- Creating a keyword list for your business
- Developing an editorial calendar
- Finding article ideas and researching topics
- Writing for a newsletter audience
- Getting the most out of your content
- Using email marketing and social media
- Crafting stellar website content
By now, we bet you’ve guessed that content marketing will take some time and effort. You might even be wondering if it’s worth the work. Short answer? Absolutely. And as you read through our series, we’re pretty confident we’ll make a believer out of you.
-Ellen Barski | Content Director