We all know this cliche:
” Content is King.”
However, there’s an art to creating content that markets your service/ product. Like my Dad used to say ” There’s always a business behind the show.“
This post will give you a glimpse behind the scenes of content creation and how to use content to market your business. You might also realize what you have been doing wrong in the content department.
And of course, it’ll do this in a Sharp Guy way just like the other Sharp Guy Guides.
Ready or not, let’s begin:
The Sharp Guy Guide To Content Marketing
First of all, forget all the big dictionary and Wikipedia definitions of content marketing.
Done that? Okay, Good.
This Sharp Guy definition is this – using content to market your business.
I can hear my Secondary School Teacher’s voices in my head, saying: “When defining a word, don’t use that word in the definition.”
Sorry, Uncles and Aunties and Principals. Let me rephrase a bit.
Content marketing is using written, audio or video content to create awareness about your business. That’s it.
Now, before you go and write 50 blog posts about your business, let me explain it further.
Unless you’ve been living under a rock (or you’re new to this whole internet “senrenre”), you should be able to see how the internet has changed how people behave.
2 decades ago:
- You had to watch whatever show came on TV and you had to endure through the advertisements between your TV shows or in the middle of a movie you were watching.
- You had to get your News from watching 9 ‘o’ clock News (NTA and CNN, whatup?) or reading the Newspaper and you had to watch News that wasn’t interesting to you.
- You had to get information about a certain topic by going to the Library and getting different books on subjects related to that topic, read through a ton of them just to find the information you wanted.
- Why suffer through a TV show you don’t like when you have Youtube, Vimeo and all those sites where you can download your movies and series from?
- Why suffer through 9 ‘o’ clock boring News when you can simply read Linda Ikeji’s blog or get that News from social media?
- Why go to the Library when you can just “google” what you’re looking for or check Wikipedia?
The Internet has put the power of choice in the hands of the customer. And with great power comes great opportunities to over-use it.
This is why businesses have begun to evolve in how they market their services to customers. Since the customers have the power to choose whether they would or wouldn’t see or listen to, you can’t get their attention by trying to force your brand down their throats… ‘cos well, they’d just ignore you or block you if you rub them the wrong way.
So what do you do?
This is where content marketing comes in.
The main goal of content marketing is to attract prospects to your business by creating content that is relevant to them.
So how do you go about creating this “relevant content”?
That’s the rub, isn’t it?
Not to worry, that’s what we’re here to talk about.
The Meat And Chicken of Content Marketing
Before we go on, you might want to check out this post I wrote about how to create content that doesn’t suck. Otherwise, let’s go on.
It all begins with the customer.
Content marketing involves creating content that is relevant to your customer. But how do you know what content would be relevant to your customer?
First, you need to know who your customer is.
I. Know Your Customer
Here’s what you need to know about your customers:
- Age Groups
- Where they live
- What they do for work and how much they earn
- What their needs are
- What their problems are
- What their desires are
- What their interests are
Now, put on your detective hat and create a profile of your ideal customers. Using this information, you’ll also have an idea of what kind of content would provide value to them.
II. Know The Buyer’s Journey
Every prospective customer that arrives at your site typically goes through 3 stages:
The prospect realizes that he/she has a problem and wants to find out more about the problem.
The prospect understands the problem he/she has, and is looking for a solution to the problem.
The prospect is trying to decide whether the solution you offer to his/her problem is the right one.
The prospect might arrive at your site at any of these stages. Your job is to create content that provides value for prospects that arrive at each of these stages.
You need to create content that:
- talks about the problems your target customers may have
- shows them how to fix it
- makes it obvious that they should choose your solution to their problem.
III. Another way to think about this is like one of those Superhero movies
Yes, you read that right.
I’m not mad, I promise. Just stay with me for a minute.
Have you watched the movie “Kick Ass”?
Don’t pretend. You know that movie was dope. But in case you’re unfamiliar with the movie, here’s a recap:
The main character, Dave Lizewski, is obsessed with becoming a Super hero.
He creates a costume and decides to start fighting crime, going by the name “Kick Ass”. He goes out in the street, gets his ass handed to him, and even almost gets killed, till he gets saved by two vigilantes – Big Daddy and Hit Girl who actually show him what it means to be a vigilante and an actual Hero.
Think of your customer as Dave. And your business as Big Daddy and Hit Girl.
You’re not trying to sell your customer your product or service. You’re informing him, educating him and showing him how you can help him achieve his goals.
And that is how you approach Content Marketing as a Sharp Guy. You create content that leads your prospect through the buyer’s journey and helps her achieve the goals she came to your site for.
Keeping it 500,
Author: Tomi Joshua
Tomi is a case.
A bit brash, at first blush. But ultimately, he means well. There are very few things he won’t say or do in the presence of tolerant company (especially when it could make for a good story later).
Tomi is a Doctor, writer, certified inbound marketer (Shout Out to HubSpot), Digital Hustler, and online business addict.
He is most likely to be found dancing to the beat of his own drum, even in accapella.