Make content work for your brand
The articles on this page are designed to give you ideas for how to use content to connect with the modern consumer.
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The best brands are obsessed with creating great stories.
They’re obsessed because they know that when there’s a compelling story, people invest more in their product.
They understand the universal truth that people love stories. And that’s why you should tell some.
Creating content isn’t some kind of woolly activity that’s only designed to make you look interesting and clever.
These days content more or less is marketing. And given that most consumers make a buying decision before they’ve even had a conversation with the brand, content is also now the best way to sell.
Content works just as well for lead generation as it does to build awareness.
Your content has to resonate with your prospects and customers. It has to make them want to know more about you. And the best way of doing that is by writing in a clear, direct and helpful way.
Your prospects choose brands that they like. Brands they can relate to. That’s why it’s so important that you show your personality in the content you create.
It might seem a strange concept to ignore vast swathes of the population with your content, but it’s actually essential if you want it to connect with those who matter.
Try to please everyone and your message becomes diluted.
The first step in your goal to use content to drive growth for your brand is to recognise the immense value of your prospects’ attention.
Nothing will motivate you to create compelling content quite as much as the constant nagging reminder of all of the other things your prospects could be doing instead of reading your blog.
The key to moving from content shock to content success is writing quality, helpful content. And the best way to do that is to have a clear idea of the person that you’re writing to in the first place. Who is your ideal customer? What motivates them?
Successful marketing (which these days increasingly means content) now requires that you care about your prospects and customers. It’s about serving them; providing them with useful information that will help them to achieve their own goals.