Sharing Your Knowledge Makes Your Brand More Attractive
Knowledge has always been one of man’s most precious commodities. Even before agriculture and villages existed, knowledge was invaluable because it was very convenient to know where the most delicious fruits grew or how to differentiate the tracks of a prey and a predator.
It has always been like this. Knowledge has made a difference to many and has given golden opportunities to a small group of people. Hence, many professionals and scholars in various fields have been reluctant to share what they know with others for fear of strengthening their competitors.
However, since the rise of the Internet, the dissemination of information has grown exponentially and little by little a greater volume of people have gained access to many sources of knowledge. That realization was what led marketers to develop a new strategy to increase the exposure of their brand or business, this strategy is known as content marketing.
So what is content marketing?
This revolutionary marketing strategy is defined by writer and speaker Joe Pulizzi as the creation of relevant and meaningful content for a very specific audience (your target group). All with the intention of capturing attention, stirring curiosity and motivating the growing interest of your prospects to convert them into paying customers.
Let’s visualize this definition with an example: Meet Joe. Joe owns a store that sells skateboards, clothing and related accessories. To gain more relevance within his market Joe decided to open several social media accounts to share free and instantly valuable content such as: tutorials on how to maintain your equipment, choosing the best protectors and step-by-steps how to do the best tricks.
Spreading this knowledge certainly won’t guarantee sales for Joe. But it does promote recognition of his brand and his products. It also places him, slowly but steady, as an authority figure and an obligatory reference in the world of urban skateboarding. Naturally, traffic to his social networks, website and physical business will increase.
This is where content marketing efforts bear the sweetest fruits because, in conjunction with inbound marketing, it ensures that your target group and similar audiences gravitate towards your brand, your products or your services organically without the need to initiate invasive marketing campaigns (outbound marketing).
Considerations for developing your content marketing strategy
Remember that to make this strategy work you need to be creative and have something important to share. Always keep in mind that the knowledge you provide through your channels must be of genuine value to a specific audience, the more specific the better (back to the famous target group).
Additionally, make sure that the content you create is easy to share and that the main focus is on providing value to your audience, not selling. Sales will come naturally if your content resonates with your potential customers.
Finally, it is important that you keep a watchful eye on statistics, since content marketing also seeks to generate interactions that build customer loyalty. That watchful eye is the same eye that will tell you how to optimize the content and use of your social networks.
Don’t be afraid to share what you know and what makes you unique in your market. Show what you know, make it beautiful, become an authority figure among your competitors and naturally attract your ideal audience.