Why does content marketing work? The simple answer is that it allows you to connect with your audience in a new way that benefits the audience as much as it benefits you.

Let’s say you’re a cheese shop. You can pay for ads and promote your delicious cheese through all kinds of traditional mediums, from printed signs to vehicle wraps. At the end of the day, how many of those people who see your traditional marketing ads on are actually passionate about, or even just interested in, cheese?

Publishing targeted content online to your blog or through other mediums catches the attention of those who are most passionate about and actively looking for information related to your product or service. If your cheese shop posted a few blogs posts about how to identify different types of cheese, or which kinds of bacteria create different cheeses, they’re more likely to catch the attention of cheese-lovers who will want to try and invest in your cheeses because you’ve engaged them with interesting topics that speak to their passion.

Connect Through Useful Content

What if your product or service doesn’t necessarily inspire passion in most people, even most people who need it? Let’s say you’re a dentist office and booking an appointment with you is a process most people dread. Few people who need to buy your services are searching information about dental procedures online. How do you catch their attention?

The secret is to produce content that offers your target audience something of value. People want to connect with companies that provide them relatable content that also gives them a solution. Those who need to book a dental service might need to know if the pain they’re feeling means they have a cavity and should be seen sooner rather than later. Or perhaps they want to know what preventative steps they should be taking to reduce their risk of cavities so that they can minimize expensive surgeries and only come in for routine checkups instead.

Focus on providing a key answer to your potential customer’s questions and they’ll seek out your unique content, encouraging them to connect with you directly and helping you to build a relationship with them.

Use Content to Build a Following

Sharing your content on different channels, such as social media, helps you connect with your potential customers on in a deeper way. While sharing an engaging picture or holiday themed message might get you some likes on a social media platform, take some time to truly think about what your audience needs. Offering fun blurbs of useful, relevant content is what convinces more people to follow you so that they don’t miss any important information, updates, or special offers.

Further, by driving your audience to your website to read your content, they’re likely to stay and browse your products and services too, something you can’t get when you simply share videos or pictures. Whatever you do, stay away from sharing your competitor’s content—this drives valuable followers away from your unique offerings!

Use Content to Establish Yourself as a Trusted Source

Let’s say you own a chain of nursing homes. You’re publishing useful content to your blog that helps seniors and their caregivers find the answers to their questions. Those who follow you come to view you as the trusted source on aging and senior-topics.

When it comes time to place their parent in a home, caregivers will consider a nursing home that has provided consistent, transparent and helpful information from the beginning – the nursing home that they have come to trust most. Thanks to your continued efforts connecting with caregivers through content, your nursing home will be among their top choices that come to mind first.

Another interesting thing happens when you become a trust source on your subject matter. Other people, from competitors to influencers to other related companies, start linking to your content. This in turn boosts your search rankings and helps you reach an even larger audience.

Work with the Right Writer

Not all writers know how to use content to speak to your audience and help you experience the many benefits that content marketing can offer you. At Creative Campbellville, we pride ourselves on being able to develop content that shares your message to connect to more of your audience. Reach out to us to discuss your content needs today.

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