In today’s episode, Joe Pulizzi (author of the best-selling book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses) and I discuss how patiently using content marketing correctly can excel your business.
Content marketing has been a hot topic for years. Businesses think it is all about posting content on blogs every month or so. Companies need to understand the real value of using content marketing to increase the sales of their products and services. An effective content marketing strategy can be transformative to a small to mid-sized enterprise.
Content marketing is an approach to creating valuable, relevant, and compelling information on a consistent basis to a targeted audience to see a behavior change. Companies shouldn’t be all about promoting their products and services; they should center on building their audiences, knowing their customer’s pain points, and needs.
Getting your client to know, like, and trust you are barriers. The caveat in content marketing is that it isn’t a get rich quick scheme. The process of getting a reliable email subscriber database working for your business takes at least 12 months.
This is a long term investment in that you are building an asset with a payoff bigger than anything else you can do. Patience is the key to success. Content marketing isn’t going to be your only channel to market. Small businesses need to start off with cold calling and prospecting while at the same time starting their content marketing efforts. Companies need to make sure they are getting email subscribers, not just leads.
A subscriber is engaged but not yet a customer. Companies need to get more people assuming the new role as subscribers and not just followers, which is an integral part of relationship building. The subscribers are going to be your go to people; they are going to be your audience that knows, likes, and trusts you.
Businesses need to know the specific audience they are trying to attain. What is your differentiation? How is your content different? Companies need to focus on four essential areas: one content type, one platform, consistently delivering (same time and day), and being very patient.
There are 6 pieces to the puzzle for making your business more profitable and scalable:
Tune into the podcast for more in-depth knowledge on how to utilize content marketing for your business growth.
What’s your most powerful sales asset?
Email subscription database
Who’s your sales role model?
Seth Godin & Richard Branson
What’s the one book that every salesperson should read?
Think and Grow Rich by Napoleon Hill
What’s the most frequently asked question you get asked by entrepreneurs about content marketing?
How do I show the ROI for content marketing?
What’s your favorite music to get you pumped up?
The entire album of the Hamilton, the musical.