Content Marketing Basics - The Two Keys To Unlock Multiple Benefits!

There’s no doubt that content marketing has multiple transformative benefits for your business, such as…

  • Generating more leads
  • Attracting prospects that are already more engaged with your service or product
  • Increasing sales
  • Improving customer service through enhanced communications
  • Building trust
  • Raise your profile or that of your business
  • Become known as the expert in your area of business
  • Improve the understanding your audience has of your service or product

But really the key to bringing all these benefits to your business is two-fold...

#1 Give Your Customers What They Want!

The one thing to keep in mind all the time when planning and creating content is what information do your customers want, you could start by thinking about...

  • What they would like to know about
  • The problems or issues they have
  • What you can do to help
  • What do they need answers to
  • What’s information would be helpful to them

Then think about how your target market would prefer to take in this information? What format should you create this particular piece of content in? This could be video, short blogs, long format articles, quizzes, surveys, infographics and so on.

This is something that my client The Thoroughbred Club did so well recently. Their members are 16 to 30 year-olds who are interested in working within the racing industry. The Thoroughbred Club asked us to create them a series of blogs on ‘Careers in Racing’ which were published over the course of a year to the members' area of their website. We kept these short and ensured they were absolutely packed full of useful information on everything from how to find opportunities in the racing industry, planning and goal setting, to interview techniques and recognising and building upon your strengths. The Thoroughbred Club went on to organise a jam-packed careers seminar for their members and expertly collated these blogs into a free A4 booklet, a format perfect for their attendees to take away and refer to as and when needed. We think they look great :)

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#2 Stay Consistent

Content marketing takes time - because you have to build trust. Us equine people should understand that more than most! You can’t try it once and conclude it doesn’t work, you need to give it a chance over time. Much like schooling, you need to have a plan and you need to consistently aim to work towards it. With content marketing this means to consistently create content designed to help your customers at each stage of the buying cycle.

All of which ultimately positively impacts your business by helping you to realise the benefits of content marketing and achieve your goals.

So...think about what your customers would like to know about, start planning and get creating!

Good luck!