Wikipedia defines content marketing this way: “Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.”
In short, content marketing is a way to engage your audience in the conversation.
There are plenty of places to publish your content. Print media, for one, includes magazines, marketing brochures, company newsletters and even newspapers. Online you have your company website and blog, e-newsletters, and of course the big three social media platforms: Facebook, Twitter and YouTube (although there are dozens more).
So why do you, as a builder or remodeler, want to publish content? For starters, there is a shift in the way consumers are getting their information – away from “old school” interruption marketing. Buyers are revolting against interruption marketing – those messages that scream at you from the TV, radio, print and even the Internet.
Furthermore, buyers don’t want to be sold; they want to make up their own minds based on the information they have gathered. These buyers are hungry to find solutions to their problems so that they can become more successful, efficient and enjoy their lives.
Content marketing allows you the opportunity to speak directly to these people – to show them how you have the right solutions for their problems – and position yourself as a trusted resource. It truly is revolutionary, and if you aren’t participating in this form of marketing, you soon will be obsolete (like the dinosaurs).
Before you dive into content marketing full-force, there are a few things you need to think about.
1. Long Haul. Content marketing isn’t a sprint; it is a marathon, and it doesn’t reap instant rewards. You need to understand this (and remind yourself of this often), else you may get discouraged and think, “This stuff doesn’t work.” It DOES work, but it takes time.
2. Establish Goals. There are many reasons to engage in content marketing:
- To establish yourself as an expert
- To give consumers multiple ways to learn about your company
- To create a community
- To drive visitors to your website
- To increase the trust level of your business
Make sure you have your goals established – and appreciate that your buddy’s goals may not be the same as yours. That’s okay
3. Commitment to Consistency. This is a big one, guys! Determine your publication schedule and stick to it. Whether you have poison ivy, are on a sailboat in the Caribbean or are working 15-hour days to complete a project on schedule, you still need to be consistent with your content. Always. Publish. Content. Consistently. If you don’t, you will lose subscribers, readers and interest. You’ll also lose trust.
Content marketing is more and more becoming a critical part of the overall marketing mix for builders and remodelers. Now is the time to learn as much as you can about it before you are left behind.