Everything online is Publishing. Some people on Facebook write about “eating tacos at the beach right now,” and some people on YouTube post videos of their cat jumping out of a big brown bag. Maybe they also have Twitter, a blog, Pinterest or IFTTT. All of it is publishing.
Everyone is online to share, learn and enjoy entertaining distractions. Your website is a business destination publishing content about products, announcements and new releases, but so is your competition.
To hold peoples attention long enough and explain why they should trust your business, you need to publish interesting content they want to read about. I believe it’s a good idea to be known as an informative and entertaining destination to compete for their attention and trust. Don’t you?
Having a remarkable product is equally important, but the multitude of distractions online require you to be more interesting, engaging, entertaining and different. Content Marketing is the process of publishing what customers want to see, know and talk about with you and their personal clusters of online connections.
Content Marketing is the medium to become a path to a sale when the customer is ready to buy your product. It works with publishing content that offers a solution to a problem your target audience is interested in learning about. It works when you build a relationship with your subscribers as an approachable human with resolutions, opinions and personality. It works when the content builds desire for your product over time.
Content Marketing also works because you publish content with a call to action, opt-in lead generation, utilize landing pages, email newsletters, social media sharing and special consideration for loyal customers or brand ambassadors.