Using Content Marketing to Get the Business In Shape

Why every business should use content marketing

storefront-windowContent marketing should be a part of
every businesses strategy for a number
of reasons, but I just wanted to discuss
some of them, from a small business perspective.

While at first it seems like just a lot of extra work, it reduces the costs of lead generation in the long run, and one of the reasons is that good quality content has the ability to go viral and spread across the Internet platforms. That’s basically just money to your bank account when more people see your message and you don’t need to spend a penny on it.

Let’s look at an example here.

If you think about a small business online or off, let’s say you have a boutique where you sell collections of talented young fashion designers. Your advertising budget is small, your hours are limited, however you know that acquiring a new customer is far more expensive than staying in their mind and getting them to buy again, so you decide to start doing email marketing.

But that’s where a lot of small businesses go wrong…

Instead of creating something I call the Winning Concept, they try to mimic what big corporations do and they start sending an offer after offer to the inboxes, just to notice that no one is reading their emails and no one buys, but rather unsubscribe.

So they think “email marketing” doesn’t work, and in a way, they’re right. However, it’s not email marketing’s fault, but it’s more because they haven’t really thought why people buy from them in the first place.

In this case, if someone shops in a boutique, versus shopping for instance at H&M, their motives and expectations are very different, right? Instead of the cheapest and ordinary, they’re looking for exclusive and exquisite.

So the content marketing, emails included should speak to those people, address their needs and desires. Not the H&M’ers.

Through the content you share, you can show good will and caring, support and educate, entertain and add joy to other people’s lives, express your personality and give your prospects a reason to like you and buy from you. You generate sales, build your brand and nurture relationships.

Those three are in fact just like the elements of fitness: Power (sales), stamina (brand awareness) and flexibility (relationships), so they can get your business in shape as well!

Do you already have a content marketing strategy or would you need help creating one?

13 Comments

  • Catarina

    Reply Reply October 7, 2014

    Content marketing is an old and tried concept that works. But have you ever gone viral and had millions of people all over the world read what you had written? Most content that go viral is about petty issues such as a celebrity getting married. It’s better to be pragmatic and concentrate on writing for your target group of customers.

    • Eveliina

      Reply Reply October 7, 2014

      I couldn’t agree more on writing with a specific audience in mind, however I think “viral” also means spreading throughout the niche. Some of my videos in fact have done that – not getting millions, just thousands of views, but knowing the target group, probably everyone in it has seen them at least once.

  • Jacqueline Gum

    Reply Reply October 7, 2014

    I have unsubscribed from so many marketers that I feel do not address what I am looking for. As you said, I feel bombarded. And I have to say that Catarina is so correct! It’s the kittens that go viral, right? Laugh! Targeted marketing, like you say here, is the way to go but make the content count.

    • Eveliina

      Reply Reply October 8, 2014

      That’s right, furry animals speak to many more than any wise words ever will :)

      Every once in a while you see quotes that have the potential though, even if they are BS like one of the most popular ones “No Pain No Gain” is *LOL*

  • Susan Cooper

    Reply Reply October 7, 2014

    I know if I’m getting blasted day in and day out with offer after offer from same company for something that is not even relevant to me, the first thing I think is why is this cluttering up my inbox and then I unsubscribe. That is not the way to go when it comes to marketing. It better educate, entertain or eliminate a problem I have or its just junk mail.

    • Eveliina

      Reply Reply October 8, 2014

      I have a separate email address for marketers and a lot of times I first subscibe them to main primary, see what they have to say and then either unsubscribe or change the address (which is not always possible). I skim that other inbox a couple times a week, but I have to admit, that I do it mainly out of curiosity and to observe what’s going on in the market.

  • maxwell ivey

    Reply Reply October 8, 2014

    Hi Eve; this is an excellent post especially for new or for those relatively new who are struggling. and you make a good point about why email marketing doesn’t work for a lot of people. and the best thing about content marketing is that it is something you can do when you have more time or energy than cash. thanks for sharing, max

    • Eveliina

      Reply Reply October 8, 2014

      It’s true, that either you pay with money or with time, however when you have a plan, there’s no need to waste either, get overwhelmed and feel just really really busy all the time.

  • Lenie

    Reply Reply October 8, 2014

    Hi Eve, I’m not really experienced in this regard but, like you, I have a separate email address for email marketers which I used to check every other day or so. Now I may go in once a month, read a few and delete the rest. Some day I’ll take the time to unsubscribe.

  • Bola

    Reply Reply October 10, 2014

    I don’t think email marketing works. My inbox is also cluttered with irrelevant mail, so I’ve simply unsubscribed to marketing companies. Great post!

    • Eveliina

      Reply Reply October 10, 2014

      Thanks Bola!

Leave A Response To Susan Cooper Cancel reply

* Denotes Required Field