Content Marketing MascotYou may have heard about content marketing and you may even understand why it is important the question is whether you have a deep enough understanding to recognize the differences between content marketing and traditional approaches to marketing.

What content marketing is and why it works

Content marketing uses online content for promotional purposes. The objective of this is to get clients to buy what you are selling eventually. Of course, that will only happen after you have had the chance to build a strong, mutually beneficial relationship with your customers. Effective content marketing is appealing on many different levels. The writing must be of top quality and it must strike an emotional cord with your readers. Without the emotional (or human) factor, you won’t be able to build a relationship with your readers. Content marketing is a very effective way to increase your business’s success and to strengthen your relationships with your online connections.

The value of being online

There is a small possibility that you don’t really understand the importance of connecting with other people online. If you aren’t sure why online interactions and connections are so important, there is much to discuss here. On the other hand, if you do understand why online interactions are so important, you probably also get why it is important to reach the largest amount of people possible. The reality is that your existing customers and prospective customers are already online, waiting to interact with you. When it comes to getting your word out there, your website may not be enough to reach everyone you want to reach. It is important for you to understand the impact that your online content, such as a blog will make compared with your website. The reach results will come out differently, depending how you work the content. In fact, using content marketing is an excellent way to improve your ability to reach a large number of people. The way that it accomplishes this is through white papers, eBooks, blogs and case studies. In that respect, online content marketing differs from traditional marketing.

When it comes to content marketing, you are subscribing to the marketing principle of WIIFM (What’s In It For Me?). In other words, your professional purpose is to solve the other person’s problem(s). In traditional marketing, your purpose is to let the other person know how wonderful you and your business are. In actuality, the other person doesn’t really care how wonderful you and your business are. The only thing the person cares about is how you are going to solve their problem(s). With people connecting online, their goal is to gather information and to gain an education. The last thing that they want is to get a hard sell from anyone.

If you share valuable content with your online connections and it is of value to them, not only will they like what they are reading but they will share it with other people who they value and they will want to read more from you. That is exactly how you build a loyal client base. The more you interact with your online connections, they more they will begin to trust you and to find you credible, not to mention considering you a subject matter expert in your field.


It is important for you to understand that when you market your content online, you are using it as an educational, informative tool. You are not using it to directly sell your products and services to anyone. Marketing your content will help you to build and grow relationships with your online connections. You will find that those relationships will be mutually beneficial and extremely solid. When it comes to sharing your content online, your online connections will definitely appreciate receiving content that they can read and digest rather than receiving advertisements from you about your business. Remember, it is critical to the success of your business that you consider the needs and wants of your online connections before your own. If you can do that, they will do the same for you.

We are pleased to provide you with the insightful comments contained herein. For a free assessment of your online presence, let’s have coffee.