I’m a big fan of content marketing. I often write and speak about this technique because I think it’s powerful and most importantly, effective. In fact, it’s one of the main ways I have built my business over the years.
I define content marketing as: Creating and publishing relevant, valuable material that attracts and engages a clearly defined audience. It must have an objective. It is not sales-y material. There’s a place on your site for information about you and your company; that’s marketing material, not content marketing.
Before embarking on a content marketing program, you need to ask yourself (whether you’re a company brand or a personal brand):
- What do you want to be known for?
- Who are you trying to reach?
- What problems do you solve?
Only then can you decide on the types of content you will create, curate and share via traditional and social media. You may also do a content audit, to discover the content that you already own; it might need to be updated and repackaged.
To learn more about content marketing and social media and how they work together, please join us in a workshop in Toronto on April 1, 2016, called Get known, get remembered and get business with content marketing and social media. By the end of this full-day workshop, you’ll be well on your way to using content marketing and social media to grow your business.