Let’s kick this post off with a short back story.
I spoke with a potential client a few weeks ago, he runs a freelance accounting practice in Lusaka. His business is set up pretty okay and he sounded like he knew what he was doing, BUT he found it difficult to get clients online.
As a digital marketer I felt it was my responsibility to get to the bottom of this, and I did! Keep reading and I’ll tell you what the problem was, it might be the same one you’re facing.
In this post I’m going to be covering what Content Marketing is and why you should be using it in your company.
What is Content Marketing?
Content Marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services – Google.
Benefits of Content Marketing
1. Cheaper than traditional ads
It’s cheap, really cheap. That’s why you save thousands, how much do you spend on advertising in a year? Even if yours is a small company, your answer is still probably ‘X’ Thousand Kwacha. You can start a blog for free. You can post to YouTube, Facebook and others for free. True you will be spending time, which is money, but unless you’re fully booked (I know you’re not cos you have time to read this lolz) you might as well use the 30 minutes you have to create something helpful for your target audience.
2. Building Relationships and Trust
[This is one of the issues the accountant faced] Content Marketing allows you to solve problems for your target audience so that they view you as an authority who knows what they’re doing. They also see you as a friend and someone they know because they usually engage with your posts and comments.
I don’t know about you, but I’m not taking my taxes to some random accountant I just saw for the first time on Facebook.
3. Not the right time
I’ll explain. Potential clients may not need your service right away even though they will need it in the future. Content marketing helps ensure you are the company they do come to when they do need to purchase. For example, right now I don’t need an accountant, so if I hear an advert for a really good accountant on the radio, it may not move me as much. In time, I may forget about the ad, or be exposed to other accounting adverts and eventually not buy from the first advertiser.
Whether or not you’re an accountant you need to make sure that when it is time to buy what you sell, the first company your target customer think of is yours. Content marketing makes that possible.
Why Content Marketing is difficult.
It’s not. But like all things in life, it’s good to get some help from someone who’s been at it for a while. I would be happy to tell you about how to get started with a content marketing strategy tailored to your business on a free 15min consultation call. If you want to jump on a call, one of my assistants will be happy to set you up with an appointment when I do start giving them.
I must add: TIME is a big challenge, the definition above said ‘creating content’, creating anything valuable isn’t easy and it takes time. I can help you with this as well, just leave me a comment.