Content marketing seems relatively simple when you look at the underlying structure.
A business creates something that customers will find valuable, like a web series or a blog. Potential customers discover this content, and since it adds value to their lives without costing them anything, they consume it. Then, at some point, the people reading your blog, watching your show, or following your how-to series end up making purchases from you.
The reason that happens is simple but is often overlooked. It's because familiarity with you creates a relationship with your audience. If you give your audience something they will value, then you are earning a kind of social currency with them. So it's only a matter of time before they start making purchases from you.
People Want To Help Out Their Friends
There's an old marketing example that illustrates what happens in content marketing. Say you need to buy a new pair of shoes, so you go to the mall. There are two shoe stores, and both have the shoes you want at the same price. However, one of your friends works at the second store, and you know that if you buy your shoes there, it will help him out by getting him a commission.
In that situation, more people are going to go to the second store. Because, with all other things being equal, people like to do business with places they have a connection.
That is what you're creating with content marketing. Your content makes an impression on your audience, and the more of it they consume, the more they may begin to feel like they actually know you.
So if you run a YouTube channel with gardening tips, your regular viewers will be more likely to order their tools and seeds from you than they would someone they don't know and has never done business with before.
Growing that kind of relationship with an audience takes time, though, and you need to make sure you hook them with your content in order to give that familiarity time to blossom.
For more advice on how you can get the most out of your content marketing, contact us today!