So, what is this content marketing thing ?

Content writing for your business
July 27, 2017
Content is part of the Holland & Barrett success story
August 3, 2017

I thought it was about time that I cut to the chase. I have used the blog on my website to talk to you about the different projects I am doing and the results of all my hard work. But sometimes we need to go back to basics and take a look at things from the start. This blog will look at the question ‘ what is this content marketing thing ?’ and try to give you the lowdown on what it is and why it can help you.

Content marketing is marketing with the ‘sell’ taken out of it.

That might sound scary to some. If your marketing is not selling, then what exactly is it doing? This is a valid question. We need to look for answers. What is this content marketing thing is something I am asked on a regular basis. The people I work for want to know what it is and what it does. In short, it takes all the sell out of what you write and helps people. Then the people you have helped respect you and are much more likely to buy from you.

How does this look

Sparta Security have a blog that looks and feels like it is giving away information and education to customers. There are blog posts on there such as –

  • 5 tips for the most effective event security
  • The top 5 security concerns for a small business

And these help people out. Event organisers and small businesses will read these and have some valuable information to base their decisions on. The event can run mote smoothly and the small business can consider where to spend their limited budget when it comes to security.

This means that when they host their next event or the small business needs some security advice they speak to Sparta. The business has gained people who will read what they have to say and understand that Sparta are experts in what they do. The posts only have a line or two that sell (and this is basically ‘get in touch’) but the whole message is one that educates their audience. It shows the need to use a quality security company – and Sparta look like a quality security company because of this.

What is this content marketing thing ?

This can work for your business. The minute you change your ethos, or even just the ethos of your blog, to one that educates rather than sells, you become a business that people trust and want to engage with. Your content may not open doors immediately, but it will start to work with people over time. Once you let people know that –

  • You care about what is important to them
  • You understand your subject inside out
  • You are prepared to share your knowledge and experience

then you will gain a group of followers that will choose you when they are ready to buy. It is ideal for industries like estate agency. The traditional estate agent is under siege from the online-only offering of new agents. It is changing the face of the industry. But estate agents can gain a loyal following if they speak to people in ways that resonate. This may be a blog about house prices in their local area, a guide to preparing your home for sale or any other content that will give away knowledge and information to potential customers. people only move on average every 8 years or so, but when your readers are ready to move, they will choose you over an online-only estate agent every time.

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