It seems only yesterday that newspaper and Yellow Page advertising were solid advertising choices. Talk about yesterday's news.
Content marketing is the process of writing articles, ebooks, guides, etc. that addresses the most important questions and concerns a prospect may have before you ever have a chance to talk with them.
In terms of outreach, it is, quite possibly, the most effective way to communicate with a prospect because you are able to answer a prospect's questions before they are even asked.
When I spoke with Rich McElaney about the content marketing training program he and Marcus Sheridan have at The Sales Lion, we noted that one hurdle businesses face before starting a content marketing program is the thought they won't know what to write about.
Take a look at nearly every website and you'll find a page brimming with content possibilities - the FAQ. Anytime - day or night - the FAQ allows prospects and clients to answer many of their most important questions. Well, just think of content marketing as an FAQ on steroids. Content marketing can become something to address the deeper and more exact questions a prospect has about what your business offers.
What content marketers understand.
Instead of relying on a prospect finding your website and your FAQ - content marketers are focused writing entertaining and informative articles (about 450-600 words) that connect with their readers and leave them wanting more. And as long as they continue to stay engaged with your content - your prospects will begin to convince themselves on your services and your product?
And here's the best part. The net result of prospects reading your content articles is that - they will be taking themselves through the process of self-qualifying. That has a nice ring to it! That's the power of content marketing.
What a new wave of owners and marketers have realized is that within this vein of internet marketing - business owners have a better opportunity than ever to address the most important questions and concerns of their future customers. People are motivated by the truth - they want answers to their questions so they can make up their own mind about what they want. Our job is to deliver it on a silver platter.