What is content marketing?

When you love what you do, it’s easy to forget that not everyone is at the same place as you are. I know I’ve made that mistake, especially when I see the looks of surprise (or shock) on people’s faces when they hear I ghost write for a living. The first response is usually “You like to write?!?!?” followed by questions about content marketing.

Content marketing is the process of sharing valuable information with prospects and clients. Unlike traditional marketing, the focus is on building a trusting relationship instead of on sales.

Content marketers
• Answer frequently asked questions
• Provide solutions to their ideal clients’ problems
• Offer instruction
• Review products and technology their clients would find useful
• Coach or guide people through a process
• Ask for input and give feedback
• Promote the benefits of their products and services

As a content marketer, you should choose the forms of content that your ideal clients prefer. Demographics will tell you whether you should create
• A printed article or report
• An online article, blog post, e-zine, or Web page
• An audio
• A video
• A podcast
• A TV show

Your content creation and publication or distribution must be consistent and high quality. If done too infrequently, your prospects and clients forget you and the services or products you provide. If you constantly bombard your audience with your message, they may tune you out, especially if your valuable information is a thinly disguised sales pitch. Quality counts.

If you haven’t tried content marketing, now is the perfect time to add it to your traditional marketing plan.


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