Unless you are a media brand, you might be won­der­ing how pro­duc­ing con­tent could pos­si­bly sway con­sumers to pur­chase your prod­ucts or use your pro­fes­sion­al ser­vices. I mean, how does writ­ing about the weath­er and cur­rent events or ideas for how to spend your week­end influ­ence me to pur­chase your goods or ser­vices?

That’s the beau­ty of con­tent mar­ket­ing, and it’s exact­ly what we will explore below.

What is content marketing?

Con­tent mar­ket­ing is com­mu­ni­cat­ing with cus­tomers with­out includ­ing any direct call to action or sales propo­si­tions.

How does content marketing attract consumers?

Con­tent mar­ket­ing effec­tive­ly har­ness­es a loy­al con­sumer base by nour­ish­ing your brand’s tar­get audi­ence with use­ful media, infor­ma­tion and enter­tain­ment.

Information is society’s kryptonite

When mar­ket­ing and adver­tis­ing first rose and infil­trat­ed soci­ety in the mid-20th cen­tu­ry, an unend­ing race toward con­sumerism began. Adver­tis­ing point­ed out a space in con­sumers’ lives that they didn’t know exist­ed, then offered a prod­uct with which to fill it and improve life.

Over half a cen­tu­ry lat­er, it is no sur­prise that con­sumers find per­sua­sive mes­sag­ing trans­par­ent and expect more from adver­tis­ing and mar­ket­ing. In fact, con­sumers quick­ly became so unfazed by adver­tis­ers’ mes­sag­ing, they began demand­ing more infor­ma­tion behind lofty promis­es. At the same time, glob­al com­mu­ni­ca­tion spread like wild­fire as social media made it vir­tu­al­ly pos­si­ble for every­one on the plan­et to con­nect.

The result? An informed soci­ety. Any­thing con­sumers want to know, they can find out. They know what’s going on in the world, who is spilling oil, who is help­ing rem­e­dy the spill, who cares about it, what trends are pop­ping up in Tokyo and the who’s who and what’s what of every major city in the world.

Infor­ma­tion not only sup­plants con­sumer deci­sions, but it also feeds them on a dai­ly basis. And so? Con­sumers con­sume media all day long, basi­cal­ly redi­rect­ing the ham­ster wheel from con­sum­ing prod­ucts to con­sum­ing news, ideas, infor­ma­tion and enter­tain­ment.

How to Build your Business with Content Marketing

BYOMO: Be your own media outlet

If con­sumers are scav­eng­ing for con­tent, your best move is to give con­sumers con­tent. If you can pro­duce qual­i­ty work that informs, edu­cates and enter­tains con­sumers, your audi­ence will come to trust you as a valu­able media out­let.

BYOMO Be your own media outlet

Be a reliable media outlet

Whether you take a non-par­ti­san view on events and ideas or you stay on brand with a par­tic­u­lar view­point, remain con­sis­tent and reli­able. Post reg­u­lar­ly and about the vari­ety of top­ics (wide or nar­row) that you tell your audi­ence they can expect to read or watch from you.

As you become the go-to media source for your audi­ence, you estab­lish a rela­tion­ship with your con­sumers and then, when it’s time for your audi­ence to pur­chase the prod­uct or ser­vice you pro­vide, the deci­sion to choose your brand is nat­ur­al and easy.

The moral of the sto­ry? Con­tent first, pur­chas­es lat­er. Stay stead­fast in qual­i­ty and con­sis­ten­cy, and trust the process.

Promote your content

In order to effi­cient­ly and effec­tive­ly mar­ket to con­sumers via con­tent, you do not need to pump out new con­tent every day.

Instead, follow these excellent content marketing rules of:

  • One-of-a-kind. You’ve heard it before, and we will say it again: pro­duce orig­i­nal con­tent. If the top­ic is already out on the web, find a new spin. Both Google and your con­sumers are watch­ing you on this point.
  • Selec­tive Chan­nels. Choose your chan­nels wise­ly, accord­ing to which types of media your audi­ence is most like­ly to con­sume per chan­nel. For exam­ple, if you are post­ing bak­ing lis­ti­cles on LinkedIn, you might be wast­ing your time. This audi­ence is look­ing at Pin­ter­est and Insta­gram for culi­nary inspo via pho­tos, sto­ries and live video.
  • Repur­pose. Pay close atten­tion to which con­tent your audi­ence inter­acts with and likes. Engage­ment is indica­tive of a piece that res­onates. When this hap­pens, repur­pose it; tak­ing an arti­cle into a lis­ti­cle, an info­graph­ic, a video tuto­r­i­al, a pod­cast and a webi­nar series.

To learn more about con­tent mar­ket­ing busi­ness strate­gies, reach out to our team at Rosy Strate­gies. We will hap­pi­ly guide you through all the essen­tial con­tent mar­ket­ing tac­tics and help you achieve a more robust poten­tial of your brand. We look for­ward to hear­ing from you!