The internet search engine is the new yellow pages. This is where your audience is looking for you and wants to connect.
You need to adopt a content marketing strategy that gives you front page results.
Content marketing is the key to getting your website found. It’s giving away valuable and free information that your audience is looking for.
It’s the new USP, or unique selling proposition. Whether you decide to focus on price, product, placement, or promotion – the “four P’s” of marketing – the way to sell it is with content marketing.
How to Stand Out from the Crowd
Look around you. Are there any truly unique businesses? Which clothing retailer, grocery store, office supplier, tax preparer, or plumber is a stand-out, one-of-a-kind business?
The way to distinguish yourself from the competition requires more than identifying your message or your unique market position. You must market your message in a way that gets you found. Content marketing is your leverage point.
You have to sell your brand by creating continuous content. This continuous content serves the needs of your audience by giving your audience what they want to know.
Give Your Audience What They Want
Why is this so important? Because “the audience wants control,” as Kevin Spacey said at the Edinburgh Television Festival.
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What Netflix understood about “The House of Cards” is the principle of content marketing. Give your audience control and they will be more likely to find and choose you.
Your audience wants to choose what they read or watch, when they read it, where they read it, and how they read it.
Give people the power to make these decisions and “they’ll more likely pay for it rather than steal it.” By creating continuous content that is free and valuable to your audience, they are more likely to become your customer.
The big question is who. Who will they choose to buy from?
The who is determined by who they find when they search online. If your business has content that answers their questions, then your business will be in their search results.
Next Step: Get the Word Out
There is a new publicity engine in town. Social media is the free mouthpiece for your content. A solid social media presence will help spread your message.
“The audience has spoken. They want stories.” Spacey’s description of film and how to classify it is a great analogy for content marketing.
“They’re rooting for us to give them the right thing. And they will talk about it, binge on it, carry it with them on the bus, and to the hairdresser, force it on their friends, Tweet, blog, Facebook, make fan pages, silly GIFs, and God knows what else about it, ” Spacey said.
“All we have to do is give it to them.”
Get your website found and give your audience control with content marketing. If you need help, Web Savvy superheroes are here to the rescue.