What could be better than investing in great marketing that can be used again and again? A deep reservoir of quality content about you and your industry expertise is just that: a gift that keeps on giving.
By committing to great content you:
- create valuable IP that showcases your specialist expertise.
- hone your writing, deepen your expertise and clarify your point of difference
- create a level playing field on which to out-wit your competitors
- open a new (and more direct) route to market
- act as a magnet for prospects, because they find you at the precise moment they need you.
Your growing body of content can be re-purposed and linked to time and again. This stands in marked contrast to most campaign-based, old-school marketing. For instance, once an ad campaign budget is gone, it’s gone forever. Compelling, valuable content, on the other hand, is good to go day-in-day out.
Does marketing with content work for everyone?
No. If your service is commoditised, then it’s more difficult to articulate a point of difference, and therefore tricky to establish a distinct position.
But for coaches, consultants, trainers, niche businesses, and specialists of all kinds providing quality services (rather than cheap ones), marketing with content on the social web is a huge opportunity.
Give me a shout if you’d like to take advantage of my own specialist marketing service.