WBS Magazine - Issue 5

B L O G S
V I D E O S
TIP #2: CONTENT MARKETING
Content marketing works. At least it
does as long as the material you
produce is good quality, Content
Marketing can and does work REALLY
well.
So what is content marketing? It is a
type of marketing that involves the
creation and sharing of online material
that does not explicitly promote a
brand. It is intended to stimulate
interest in its products or services.
Content Marketing includes:
- Videos
- Blogs
- Social media posts
How does Content Marketing work?
You create a website, blog, newsletter
or podcast. You use it to provide FREE
information that has real value to a
prospective client. It offers them an
opportunity to purchase goods, services
(or both), which are closely linked to the
information you give away.
I’ve spoken about Content Marketing
with thousands of people. The most
common question I get asked is:
“But If I give all this valuable Content
Marketing information away, surely
people will simply do the job
themselves?”
There are 3 groups of people, who will
read your Content Marketing.
The first group is small. They are 'freebie
seekers'. These people never ever pay
for professional help. They were never
prospective clients, so you lose nothing.
The second group is the largest. These
prospects will try and do it themselves but
will hire professional help if they are not
getting the results they expect. They do
eventually value genuine expertise.
The third group is the smallest. These are
the rare people, who value their time. They
understand that by hiring an expert to do
something correctly for them, it works out
a lot less expensive. They also know that
the results are better and things happen
faster.
Here’s what that means to you:
1. No one in the first group was going to
spend a dime with you anyway. You lost
nothing by giving them free information.
2. Some of the people in the second group
will use your information. They will have a
go at doing the job for themselves. Others
in the group will see that they need expert
help, and some of those people will
contract your services.
3. With the third group, you must
demonstrate through your own Content
Marketing that you truly are an expert in
your field. They will then hire you. They
already know all about you and your work.
They trust you.
Ignore anyone, who tells you that ANY
content will do. This is not the case.
We are beginning to see many of the early
Content Marketing gurus starting to panic.
Google has become increasingly good at
filtering low-value material from their
rankings.
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