So what is content marketing anyway? 

Content marketing is a term used to describe the development of interesting and relevant content which you supply to your target website audience.  The purpose, of course, is to engage your audience with the intent to create positive consumer interaction.  

Does your organization need a content marketing program?

Consumers today want knowledge and spend considerable time online looking for information – either through search engines or via social media.  To successfully engage these consumers, it’s critical to understand their needs and provide the information they’re looking for, in the right place, at the right time.   So of course, a plan on how to generate useful content, i.e. a content marketing program, is a must for a successful website and online marketing plan.

The most successful content marketers are those who share valuable information and are willing to spend time educating their clients.  Providing consistent, useful information brands your organization as one that is serious about developing ongoing relationships with their clients and helps build a loyal customer base, generating repeat business and positive client referrals.

What type of content should you provide?

First, you must clearly define your target audience.  Age, gender and interests are just the beginning of things to consider.  Each organization is different, so you’ll need to spend a little time to have a clear picture of your consumer.  Once you have a distinct definition of your audience, you must outline their needs and the information you believe they’d be looking for.  You can then provide content to fulfill their needs. 

A good place to start in determining your clients’ needs is answering the questions you are often asked.  New and innovative ideas in your industry are also good content choices and will encourage business growth.  Product information, reviews and testimonials are helpful to your clients’ decision making process. 

The options are varied, but most importantly keep in mind that the content you supply should be focused on your clients and their needs, not on you and your business.  Remember, it’s not about you, and you will benefit from this new buyer behavior.