GROWING YOUR BRAND & IMAGE ALSO GROWS THE SALE VALUE OF YOUR BUSINESS. ONLINE MARKETING IS THE MOST COST-EFFECTIVE WAY TO DO THAT & IT REQUIRES GREAT CONTENT. HERE’S HOW YOU CAN MAKE YOURS GREAT.
Online Marketing is the most effective way to differentiate, build your brand & create awareness on a scale that only large businesses could achieve historically; all of which creates significant “social-capital” value for your business. Online marketing reaches a global audience, is more targeted, & can provide the lowest cost per qualified impression compared to traditional promotion. It only works though if you are willing to put in the work needed to make great content, content is king when it comes to online marketing.
Online marketing is new to many small-medium businesses but has the same requirements as traditional marketing. It all starts with a clearly defined target market. The more focused you are on your target market the better. Next, is a deep understanding of their most important needs & benefits. Based on this, to earn people's attention your content needs to answer the 3 key marketing questions:
Why should I care? (you must get their attention, stand above the noise on the web)
What’s in it for me? (give them something valuable that benefits them)
Why should I believe you? (be credible, don’t sound like a salesperson)
In a world drowning in meaningless content & misinformation, if you want to earn people’s attention, then you have to give something of value to get their attention. To get their attention your content needs to deliver relevant value, no strings attached. I’ve categorized four different levels of content value:
ENTERTAIN - Entertain them so they feel good – Good Value
INFORM - Give them information they didn’t have before (thought leadership) – Good Value
RESOURCE – Give them something that is useful, ie. solves a problem, answers a question – Better Value
EMPOWER - Help them develop their own skills, deliver an outcome, succeed & be more capable (enable them to “GROW”) – The Best Value
Content value follows a continuum, the list above goes from least valuable to most & reflects the increasing effort in preparation to make it more valuable. The reason most people don’t make great content is it takes a lot of work & that is the key, your value add is to do the work so others don’t have to. Simply put, the time & effort you spend on creating high value content is the time & effort you’ve saved others to do it for themselves, & depending on your level of expertise 1 hour of your time may equal 10 hours of theirs. What the internet gives you is the ability to share the value of your knowledge & work with so many others & in doing so you will build your online brand & reputation by helping others. Download the full article below, where we explain the “4 types of content” framework we use.