Over the past several years, content marketing’s popularity has soared, but there are doubters. Can you really sell more when you give away information? The answer is yes. Newspapers and magazines have been doing it for years. The content in these publications depends on the advertisers. If the advertisers didn’t exist, neither would the publications.
Publishing content works for businesses small and large. I’ve been using content marketing myself for years, and have promoted this inexpensive form of advertising to my copywriting clients. They’ve all been pleased with the results, because unlike advertising, which stops when you stop paying, your content will keep selling for you for years.
Let’s look at how you can boost your business and sell more when you give away information.
1. Think About Your Market: Educate Your Prospects
What do you wish your customers and prospects knew about your products? Content marketing gives you a chance to inform them.
Everyone needs information to make decisions. Unfortunately information is often difficult to come by, despite the global use of the Internet. The more information you can give your prospects and the more knowledgeable they are, the more products you will sell.
2. Integrate Your Content Marketing With All Your Marketing Efforts, and with Your Website
I see many sites hiding their articles away in an “articles” directory. This is a missed opportunity, from a search engine optimization (SEO) standpoint.
Integrate your content with your site. Big tip: don’t isolate your articles in your blog — link back to your primary site, always.
3. Promote Your Content on Your Website and Elsewhere: Create and Use a Mailing List
Very few businesses have a mailing list. Those businesses which do collect customer information, rarely contact their customers.
It’s amazing to me that these businesses would rather spend many thousands of dollars attracting new customers, when they have customers who’ve already purchased from them, and no doubt would purchase again, if they were given the opportunity.
In these tough economic times, no one wants to throw money away. Therefore consider using your content to build and maintain a mailing list. These days such a database costs very little, but it can be powerfully effective — if you use it.
Whenever you write a new article, send your article to your list of subscribers. You’re building a relationship based on trust and credibility, and you’ll be amazed at the difference it makes to your bottom line.
Information sells. Use content as advertising. We’ve spoken of “native advertising”… let your content SELL.
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