Updated: Sep 4, 2020
You may have heard that content is king. But do you know why content marketing works? Because it enables brands to tell their story, to their clients, their way.
Advertising and public relations no longer cut it with a cynical public, but thanks to technology (and the explosion in online publishing) businesses no longer need to rely on TV or radio ads, or a positive write-up in the print media, to get sales through the door.
By writing your own content, you can cut out the middleman and communicate directly with your clients (and potential clients) through mediums such as social media posts, e-newsletters, and podcasts.
Understanding the role of content
Content sits at the top of the traditional sales funnel – it builds awareness about, and interest in, your brand without your audience feeling like they’re being sold to.
Authenticity is important – today’s consumer, with myriad choices, is all too ready to call BS if they feel they’re being hustled, pushed or scammed.
Done well, it can go beyond the top of the funnel and provoke action, but only if the consumer feels like it’s not marketing.
But how do we do that?
The road to cut-through content is paved with failures and perhaps you don’t know where to start. That’s where I come in.
My experience in both journalism and content means I understand both sides of the coin. I know the risks that businesses need to consider, and the challenges they face when creating content (hello, compliance department!). But I also know what makes a story engaging and authentic in the eyes of your clients or customers.
All you need to know is the answers to two questions:
Who do you want to talk to?
What do you want them to do?
Tell me that, and I’ll do the rest, ensuring your content is interesting and authentic – but not controversial and that your story is told well – but not oversold.