Why content is king in today's marketing

Contributor - Sonja Jefferson

Books open on a desk - content


Content is at the heart of today’s marketing strategies as businesses use websites and blogs to demonstrate their own expertise. Sonja Jefferson explains how to create powerful content to help you sell your services and grow your professional business

"Content marketing is the only marketing left." Seth Godin.

If you run any type of professional business today you’ll know that, in terms of marketing, the world has changed dramatically. Tried and tested activities for getting client attention just don’t work like they once did:

  • advertising rarely gets enough response to justify the considerable costs;
  • your telemarketing efforts often get stonewalled;
  • the specialist press you relied on for coverage has shrunk or even disappeared;
  • the website you invested time and effort in creating doesn’t generate the leads you crave (and it’s really hard to update too);
  • even your trusted network isn’t delivering enough opportunities to keep you going anymore.

You are expert in what you do and know that there are clients out there who would really value your assistance. How on earth do you get their interest?

Changed buying behaviour in a web-driven world

In the past five to ten years, the web has transformed buying behaviour. In the past, if a potential client wanted information on your services, he'd call your office and engage you or one of your sales team to get the lowdown on your offering.

Today, his first port of call is undoubtedly the internet. He’ll search on Google, check out your website and expect to sign up to article updates or social media feeds to find out more. He is checking to see who he could best trust to solve his business problem. He expects to find valuable content.

Your clients are in control, and you’d better make sure that the information you put up about your company answers their questions and positions you as the trusted resource they seek.

Today, effective marketing is all about creating high quality content and sharing this across the web. By quality content we don’t just mean information that is well-written or artfully produced. We mean information that is first and foremost of real value to your particular client base.

Educate your clients, show them best practice, tell them what to look out for, give them valuable tips on how to achieve success, demonstrate how you’ve helped others in their shoes, answer their problems, open their eyes.

Creating and distributing this kind of relevant, valuable and compelling information will help you turn prospects into buyers and buyers into long-term fans.

The opportunity

Create the type of information your buyers actually want to consume. Marketing with valuable content is a win-win for your company and its customers - your potential clients get the information they require and you get to demonstrate your expertise and usefulness.

Valuable content will help you sell. It helps your ideal clients find you and makes it easier for them to buy from you. It’s an opportunity to position your company as the place to turn to when the time comes to buy.

A different approach to client communication

If you want to reap the rewards that valuable content brings, you need to start communicating differently. There are different rules of engagement here. The valuable content approach is not about continuing to holler about how amazing your firm is, as we all did in the past. Unthink what you learned about sales and marketing messages.

Your position should be not "look how great we are" (as in a traditional brochure) but "look how useful we are - we have the answers to your problems."

This approach is truly customer-centred. Create content that is genuinely useful to your customers. Make yourself indispensable.

Not easy but essential

Creating and consistently delivering this type of information takes effort. You need to build a deep understanding of the needs of your target client base and of where and how you add value. It also takes time and skill.

Valuable content may not be easy but it is an essential tool if you are going to grow and sustain a successful business in today's web-driven world.

Written by Sonja Jefferson of Valuable Content.

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Sonja Jefferson

Sonja is a marketing consultant, content specialist and business book project manager with a background in B2B sales.

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