Content Marketing has proven to be essential in today’s marketing world, and a very important element of Search Engine Optimization. In today’s world, people do not choose to do business with you just because you offer the right services at the right price. People will often choose to do business with you because of your specialized knowledge about best practices or services in your industry. To be successful in today’s digital economy, many people are relying on their specialized knowledge to sell their business. In other words, people are turning to content marketing. So, what is content marketing and how does it benefit Advisors?
Content marketing is the process of producing, distributing and sharing relevant, valuable and unique content in order to attract, engage and convert a clearly defined and understood target audience with the objective of creating loyalty and increasing opportunities for future business. It is the technique of communicating with your customers and prospects without selling, often referred to as uninterrupted marketing. Content acts as a beacon to capture your prospects’ attention and answer their questions (even your existing clients) so your potential customers come to you.
An effective content marketing strategy is about being a part of the conversation. A good strategy will help you engage with prospects, leaving them informed with the means to make their own choices and interested to find out more.
Content marketing can take many forms including:
- Blog articles
- Thought leadership articles
- Curated content
Why should Content Marketing matter to Advisors?
Every Advisor should care about Content Marketing because the customer journey has changed. In fact, 70%-90% of consumers’ buying decision is made before picking up the phone or seeing a sales person. Your prospects are turning to social and digital technologies for information to solve their challenges. If you do not have the information on your website or social media accounts, your prospect is likely going to your competitors to find it.
If you are still unsure about content marketing, here is a collection of benefits (in no particular order) on how it can help your business:
- Increased traffic to your website
- Improved Search Engine rankings
- Better targeted traffic to your website
- Demonstrates your expertise and establishes yourself as a thought leader
- Develops trust and rapport with your target audience and positions you as a helpful resource
- Builds your personal brand
- Turns shoppers into buyers without a direct sell
- Facilitates meaningful conversations and boosts engagement
- Pulls in unexpected customers
- Generates more leads
- Increases sales
- Much cheaper compared to alternative forms of marketing
- Creates brand awareness
- Puts you ahead of your competition
- ……I could go on and on. Are you convinced yet?
Content Marketing has emerged as one of the most important and critical elements in digital marketing. It is quickly becoming one of the most powerful and cost effective tools for connecting with targeted customers online.
It helps builds trust, trust helps builds relationships and relationships drive revenue.
What questions are your prospects and clients asking? How can you turn their questions into content online to help inform and solve their problems?