What is Content?
We hear the word ‘content’ a lot these days, and it seems to be a bit of a buzzword.
But content is quite simply information you produce for clients and potential clients – or your ‘audience’.
Offline, content are things like free magazines and brochures.
‘Content marketing’ is promoting your business through the use of content.
It is no more mysterious or complicated than that (and don’t let anyone tell you otherwise!)
What’s the point of content?
The point of content is to inform, educate, entertain and inspire your audience so that they get to know, like and trust you.
If your audience can get to know you, they might like you. If they like you, they can begin to trust you. And if they trust you, they might buy from you.
The idea isn’t to necessarily sell directly through content – you’re building connection and engagement with your brand. It’s a conversation, not a broadcast. You’re building a relationship so that when your audience are ready to buy, they choose to buy from you.
Do you need to create content?
If you want to build a business that’s based solely or mainly online, then yes, absolutely 100%. But, if your business is more offline, you’re a freelancer who wants to remain as a freelancer, or if your business grows mainly by word of mouth or referrals, then perhaps not – but in an increasingly online world, creating good content will never harm your business!
Most of us operate in a crowded marketplace. There are hundreds if not thousands of other people out there doing what you do.
If you don’t create content, people won’t be able to find you – literally, because having content helps with SEO – and your potential clients will be wooed by a competitor who is creating content – and your competitors will be creating content.
Google did some research that found that buyers need around 7 hours of interaction across 11 touch points in 4 locations in order to make a buying decision.
That seems like a lot of content, although with Facebook Live, a few blogs, some newsletters and Instagram posts, it does all add up quite quickly!
However – a caveat. Content is not the be-all and end-all. Content should form part of your marketing strategy. You still need to look at PR and adverts where appropriate. You still need to get out there and network – whether that’s at in-person events like tonight or in Facebook and LinkedIn groups. You still need to pick up the phone and make that sales call.
Want some 1-2-1 coaching and training so that you can nail creating content for your business? Check out my Clarity, Confidence & Content program and book a call with me to see how the program would work for you, here…