Guest blog by Bob Wendt
Building Your Authenticity with Content Marketing
Let’s face it… Your customers are inundated with endless marketing claims in print, online, and in person. With nearly every company boasting that their product is “state of the art” or features “leading technology”…
How can customers distinguish you as the “real deal” compared to all the imposters out there?
The proven strategy I recommend is content marketing. It’s precisely what the name implies —Sharing quality content with your customers as an effective long-range marketing tool.
It looks like this…
In addition to your product/service offerings, your company website should also include relevant articles, tips, and how-to’s that your customers might find useful.
“Why go through all that trouble?,” you ask. Your helpful tone and your generosity in sharing these extra resources make people much more likely to believe you’re someone they want to do business with. In fact, 82% of consumers feel more positive about a company after reading custom content (Demand Metric, 2014).
What’s more… Not only does content marketing enhance your brand and authenticity, it also produces RESULTS:
Website conversion rates are nearly 6 times higher for content marketing adopters than non-adopters: 2.9% vs. 0.5%
(Source: Aberdeen Group, 2014)
Why? Content marketing keeps your business “top of mind” when customers are ready to make a purchase. It also makes people feel as though they’re buying from a trusted friend — one who has earned the right to their business.
And, as if that wasn’t enough, content marketing enhances your Search Engine Optimization (SEO), too! Learn how in Content Marketing: What Does Great Content DO for Your Business?
If you’re not regularly posting helpful information, tips, and ideas to engage the market and attract new customers, your competition will. Content marketing isn’t an extra these days — Content marketing is a MUST.
So ask yourself:
Does YOUR website portray trust and credibility — or does it simply make empty claims?
Take a quick look to see what substantiates your marketing claims on your company’s site. Make sure you clearly show why you’re the industry authority that people should turn to for advice, guidance, and support — and they’ll be back when it’s time to BUY.
So get sharing your great content, and remember…
Trust is something you BUILD.