We live in a constantly changing world, where a piece of news from last night has little to no relevance on this morning; and where digital is no longer the “new thing” it is “THE THING”.
Change is good, and often forces one to re-examine the way that one does things.
The fast-paced digital world has forced many marketers to re-examine the way that they do things, and one of those strategies that has really come to the forefront is content marketing.
What is content marketing and how can we make it work for business?
Content is so much more than spewing out of general business information in the hopes that it will somehow be relevant to your potential clients. NO!
Content marketing is based around a carefully constructed and researched digital marketing strategy that starts from knowing who exactly your target market is.
Is it the middle-aged , golf playing and hiking procurement manager at your local department store ; or is it the 20 something , newly graduated marketing executive at the local hangout?
We write bits of information, but is it relevant?
So you have written some content for your business and now you want to post it because you think it’s relevant, but is it really?
From my experience with over 8 years in the social media and digital game, relevant is what your target audience wants to hear. For example: so you’re a construction company dealing with big new commercial buildings. Your target market are potential investors and property developers, as well as reputable building and hardware suppliers and lastly a good workforce. What should you post about? Based on the need to create AWARENESS for your company and to potentially secure new clients, you need to indirectly “brag” about your work. So my suggestions would be to create content based around your company’s latest building projects, share some impressive stats about each – like How many floors and square meters these buildings have , which neighbourhoods they are situated in and how these buildings benefit the community around – creating jobs and new opportunities for business etc. What does that do? Yes it paints a pretty picture of the overall project – but your company is behind it so you subconsciously put it in the minds of your audience that you are involved in impressive and good projects that benefit the communities around , that you can be trusted to deliver good work and that will be the kind of content that will deliver new potential leads for your business.
Written by Eve Berriman
Owner and founder of ZebraCrossing.world
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