We have written previously about the many benefits associated with content marketing, and we believe that creating better customers is at the very heart of content marketing.
Over the past few months we have been asking people what they think about our new logo and brand, and we have been spending a lot of time explaining exactly why content marketing creates better customers.
So what does ‘creating better customers’ really mean?
No one likes being sold to, as consumers we know this to be true. Through embracing the principles of content marketing you can create content that your potential customers actually want to spend time with.
People will not spend time with your sales message, but they will spend time with content that educates them, entertains them or is helpful or useful to them. Not only that, if your content is truly focussed on adding value, people will seek it out.
In turn your business will become a source of content that people know they can rely upon to not sell to them.
One of the most simple content marketing principles is the ‘they ask, we answer’ philosophy – essentially you take on the responsibility of answering every single question you get asked about what you do by your potential customers.
By publishing the answers to these questions on your website your customers can decide for themselves if they are suitable customers for you.
As consumers we want to make our own buying decisions, in our own time. We don’t want to be forced into it.
Through this process naturally some people will not become your customers, but those that do will be better customers who want to buy from you.
In your industry there may be a need to dispel some myths and pull back the curtain on best practice. You can use your content to not only take a stand, but help people to make better buying decisions.
In doing so you will become a trusted brand and a business that people can rely upon for transparent and helpful advice.
You can use content marketing to improve and add value to how you deliver customer service to your customers. Think about how content can play a role in adding more value to the relationship you have with your current customers.
For example, as soon as a customer purchases your product service you can use content to reinforce the purchase and make them feel even better about doing business with you.
Unfortunately most businesses don’t think about effective after sales communication. Content marketing doesn’t end when the sale is made and in reality you are really only half way there.
Through continuing to deliver interesting content to your customers you will not have a better opportunity to keep them as customers for longer, but you also have the opportunity to turn them into true advocates of your brand.
Not only will your customers benefit greatly from the content you create, but your business will too. You will save a huge a mount of time and resource by eliminating time wasters and use your time more effectively to work with people who really want to do business with you.
Content marketing will also enhance your brand, help your business to stay relevant and differentiate your from your competitors.
…and it puts the fun back into marketing!
Let me know what’s on your mind in the comments section below.
Don’t forget to be awesome!
Chris.
