Are you customers reading about you or your competitors?
As average Australians, we are spending more and more time each day on-line. We can't get enough of our smartphones! So when your customers (or prospective) customers are hanging out online, are they hanging out with you?
The stuff that gets viewed, shared, liked, read, consumed, and commented on is called content. Content can be:
So why is it so important for business?
As small business owners we have gone through a phase of realising we need to get online, to getting online and fumbling about, and now starting to really understand the real results that can come from having a great online presence. Let's face it - entire industries have been turned on their heads, new companies invented, new jobs created and economies affected. Depending where you sit, one can argue that this change has been positive or negative, but one can not argue about the translation into real life, cash in the bank type results. One of the largest accommodation providers does not own any beds (AirBnB) and one of the largest transportation providers does not own any vehicles (Uber). Granted, you probably haven't got Uber-style goals in your business plan (of course if you do - good luck!), but for the rest of us, the lessons are just as applicable.
By moving out of "selling" mode and into "content" mode, as business owners, we can position our brands as the experts in the industry. We can build our credibility and demonstrate not just what we do in business, but how we do it. It's our how that sets us apart - so why not show it off? Gone are the days that showing off will get you far in business. (This is not the 80s and we are not in corporate America). But by adopting some concepts from storytellers we can create content that our customers and prospective customers will want to consume. Great content will tell a story, it will bring your target marketing on a journey. The same way great movies and books do. They take you on the journey of the story. A great content marketing strategy will take your audience on the journey of your business.
Here are my top tips for utilising a content marketing strategy for business:
Cash has always been king in business. It is always about the flow of the cash. Now, equally as important is content. They go hand in hand. Or crown in crown maybe? I'm getting carried away, but you get the point. It's important!