Content marketing is a relatively new strategy for gathering leads and prospects. Its surge in popularity has been well documented, but what are the reasons it’s considered a good marketing tool? And what are the drawbacks of content marketing?
The pros of content marketing also align with the reason for doing it: creating information about your services and outlining your ability to solve problems for potential clients helps them to find out about you. We’ve previously discussed the stats about online research – so having content out there means you’re in the mix for consideration.
Content marketing also enables you to share value –the information and insights you can give to prospects through the content you create might just get you across the line in terms of winning the work if you’re hitting the nail on the head with what you’re providing. If you’re resonating, you’re engaging and more likely to gain a new client – or at least the chance to have a conversation with one.
Your content can also be easily shared – by email, on your website, through social media, using CPC advertising and more. None of this has to be expensive, so it can be a cost effective method of broadening your online reach, despite the size of your organization.
Lastly, you can do it yourself, and it it’s fun to create! But you’re not a writer or creator and if that doesn’t grab you, find someone who is. No one knows your business like you do, so spare some time regularly to have a conversation with them about what information to share and you’re off!
The cons of content marketing? The big one is that it takes time. It’s rare to gain instant results as it not only takes time to create content, it also takes time for it to be found.
Which leads us nicely to optimization. It’s important to make sure you’re optimizing your information so it can be found online when people are searching for your product and service. SEO isn’t everyone’s cup of tea, so that might be a barrier to your content marketing efforts.
Along with the need to be patient to generate leads, you also need to be consistent. Regular content creation is going to help your rankings and regular distribution is going to make sure your content is reaching the right people at the right time. This doesn’t mean you need to be churning out dozens of new pieces of information per month. It does mean you take a look at what your resources allow you to do, create yourself a plan and stick to it. Like many things in life, consistency is key.
If you need some help with your content marketing, please give me a shout. I am one of the people who find creating it fun! And if you have more pros and cons to share, feel free to do so in the comments.