Why Content Marketing Matters

Creating quality content as part of your online presence is an increasingly important way to establish relationships with potential customers
Why Content Marketing Matters

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You’ve probably heard of content marketing by now and you’ve certainly seen it in action. If you follow any companies or brands on Facebook, Twitter, Instagram or LinkedIn, or even if you have subscribed to a company email list, then you’ve probably found yourself on the consumer side of content marketing.

But that’s not necessarily enough: It’s growing more important all the time for all businesses to engage their clients through compelling content. That means producing not just content but a digital content strategy on your brand’s behalf.

What is content marketing?
Before we get ahead of ourselves, here are a few quick pointers about what content marketing really is. When we talk about content, we’re talking about online assets that convey something interesting, helpful and relevant to users: an online video posted to YouTube, a memorable tweet, a compelling Facebook post, or a company blog entry, for example.

Note that this content is meant to engage users. In other words, it’s not meant to be “sales-y.” Content is supposed to be helpful and valuable in its own right. It might be a product tutorial, an FAQ, or simply some interesting facts and tips, all designed to educate consumers and to earn their trust.

This content is deployed through various online channels — social networks, blogs, email — and unified under a broader content strategy. The purposes of content marketing might include:

  • Establishing your leadership, casting yourself as an authoritative and trusted expert in your industry
  • Simply gaining more visibility and exposure for your brand
  • Driving traffic back to your company website
  • Educating customers, preparing and encouraging them to pick up the phone to ask more about your services

Why you need content marketing for your small business
Companies in the contracting sector are actually uniquely suited to take advantage of content marketing. The possibilities are endless. A plumbing company could share helpful home plumbing tips and water-conserving secrets on Facebook, along with the occasional promotion. A portable sanitation company could blog about tips for special events customers. 

Content marketing is really not something small businesses can put off any longer, and here’s why:

  • You need to be where your customers are. Increasingly, that means social networks, email and YouTube.
  • Content is essential for driving your online visibility; if you want to be found on search engines, you’ve got to produce regular, compelling content.
  • Content marketing helps you overcome the confidence gaps. A customer will be much more likely to trust you if he or she sees your expertise shared freely on Facebook.
  • You can better keep in touch with previous and recurring clients, occasionally nudging them with an email or a LinkedIn update.

Content marketing facilitates meaningful — and profitable — long-term relationships between customers and companies and that’s not something you want to miss out on. Consider adopting a content strategy, or consulting with a content marketing firm, today.

About the Author
Amanda E. Clark is the president and editor-in-chief of Grammar Chic Inc., a full-service professional writing company. She is a published ghostwriter and editor, and currently under contract with literary agencies in Malibu, California, and Dublin, Ireland. Since founding Grammar Chic in 2008, Clark, along with her team of skilled professional writers, has offered expertise to clients in the creative, business and academic fields. The company accepts a wide range of projects and often engages in content and social media marketing, drafts resumes, press releases, Web content, marketing materials and ghostwritten creative pieces. Contact Clark at www.grammarchic.net.


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