One of the best strategies to help you attract increasing numbers of visitors to your website, encourage their frequent return, and grow an ever increasing fan base is to use content marketing strategies.
What is content marketing? It's an umbrella term, meaning it includes a number of different meanings. The widest definition includes all types of marketing that include the creation or sharing of content as a means of attracting prospects and customers.
While content marketing is frequently thought of in terms of creating a website or blog, the reality is that there can and should be many different kinds of content created by a business to provide value related to its business niche.
Content marketing should play a key role in your business as you seek to create content that is valuable for people looking for information about the product or service your business offers. Content can be based on research (it's important that you back up your claims or opinions with facts that support them).
Content can also be created as a result of your own experiences. You might even find that your experience-based content, if presented in a way that helps your audience see you as more real, might even be more popular to your readers than the informational content you provide. (You should have an analytics plug in on your website and check it regularly to make sure you know which articles and topics are the most interesting to your readers.) People like to connect with people – real people. And your personal experiences can be shared strategically with your audience, both to help you illustrate concepts and to help your readers get to know you better.
One way to use your content marketing to help you connect with the widest possible audience is to use a variety of media to provide your content. People learn in different styles. Each person has a dominant style (or styles). By providing content in a variety of formats (blogs, social media updates, video, podcasts, etc), your content will resonate with as many people as possible regardless of their dominant learning style.
When using content marketing to attract and grow your audience, it's important to know what the purpose is of each piece of content and of your content overall. Questions to ask include: What does this content do for my audience? Does it teach? Inform? Persuade? Entertain? Amuse? And what is my overall purpose in providing content? Does each piece of content contribute in some way to the overall mission of my business?
As you develop the different kinds of content you provide your audience, you will want to keep one key strategy to keep in mind. The majority of your content should in some way bring your audience back to your website or blog. So if your content includes an inspirational quote graphic, make sure to put your website URL at the bottom. If a regular podcast is one of your content delivery methods, make sure to include several calls to action scattered throughout the podcast. And if you create videos, make sure you are referencing your website in your words and in a way people can see the URL as well.
How are you using content marketing to attract and grow your fan base? I'd love to know – leave me a comment below!