When it comes to your marketing message, getting it right is as important as any other area of your business. Maybe the MOST important. (Certainly, getting it wrong will have lasting consequences.)
Since we’ve addressed the issue of messaging before, we thought it might be a good idea to also look at the how of it, not just the why. For us, it begins with content marketing, which is the process of identifying your target market’s pain points and creating content that helps your target audience address them. It’s not a sales pitch. It’s high-value information that benefits them!
Messaging and Content Marketing
It was more than a century ago – well before internet marketing (or even the internet) became a thing – that the concept of content marketing was developed and implemented.
That’s right. As early as 1895 John Deere published a lifestyle magazine for farmers called “The Furrow”. What was it about? The one thing it was NOT about was Deere company products. “It did, though, increase brand loyalty. Increased sales were just one happy byproduct (of many) from the valuable content John Deere provided for its customers.” (emphasis added) (SearchEngineJournal.com)
Fast forward to 1900 when the tire company Michelin published their first “Michelin Guide”. Again, the Guide was not published to sell tires. Although, “While it included tips on changing your tires and where to refuel your car, it also featured a list of places that hungry travelers could eat. And it was a massive success. It’s a great example of a business targeting their audience with content that they would find helpful without overselling their products.” (emphasis added) (DreamHost.com)
As a slightly more contemporary example, and one which some of us may actually remember, Betty Crocker became the “feminine” face of the food company that would eventually become General Mills. The cookbook that bears “her” name has sold more than 75 million copies since it was introduced in 1950. And, while the book known as “Big Red” frequently suggested the use of the company’s products, it has always been the recipes that most consumers have valued. (emphasis added) (Wikipedia)
Appealing to Human Nature
Are you beginning to get a sense of how content marketing works, and how it can also benefit you? Even though it’s not all about you and your business, and it’s not solely about your products. No, it’s about helping your current or potential customers.
This is how you build a following. It’s how you inspire trust and loyalty. It enables you to engage with prospects and build relationships. This generates leads and leads can become sales.
Yes, it’s a process, but that’s how effective marketing is done in the internet age. And, we can help. For example, our copywriting and foundation packages are designed specifically to support your efforts at content marketing – and helping you get it “write”. (Yeah, we did it again.)
YOMT Copywriting Packages Now Available!
At Your Online Marketing Team, we make content marketing and copywriting effective and easy. When you purchase one of our Copywriting Packages, our top-notch writers create custom content for your business with minimal effort on your part. This means that you’ll be able to:
- Cross essential marketing tasks off of your busy “To-Do List”.
- Turn leads into paying customers faster.
- Increase lifetime customer value and attract more return buyers.
- Gain expert insights on what makes customers buy from you.
- Stop good prospects from falling through the cracks!
Invest in your Copywriting Package today by clicking the link below. Our expert team of writers will craft your valuable content to achieve your marketing goals with your email list, website, social media profiles, and more!