Are you reaping the benefits of content marketing?

Posted by

Cintia Miranda

edge contributor

Website: pulsemarketingagency.com

March 29, 2012

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There is a belief in the business world that if you give too much information to potential customers, they will not have a reason to inquire about your products or services, which in turn might lead to a decrease in sales.

Another fear some organizations have is in regard to delegating content marketing to a third party. They feel that their content needs to be on-topic and written by an expert in the field. However, because content writing is time consuming for their staff, new marketing content is rarely produced.

In reality, a good content writer can write about nearly any topic. In my career as a marketer, I have often been amazed by the quality of content that gifted writers can produce in fairly short notice. Skilled writers are capable of doing the necessary research and writing with a fresh and engaging perspective, leaving out the jargon and technical acronyms frequently used by people highly immersed in a specific topic.

Experts in a particular subject tend to think that current and prospective customers share the same interests and mindset as their own – which could not be further from the truth. Experts are often so aligned with their products or services that they tend to overlook the main reasons customers buy or make use of them to begin with. It fascinates me at times to compare their perspective with the market’s take on the very same subject.

Content marketing is completely different from a product or service manual. It is not about telling customers what they need to know about your product, but rather about engaging current and prospective customers in an honest dialogue that will keep them satisfied and loyal to your brand.

Businesses should never confuse content marketing with the FAQ page on their website. Instead, they should align their marketing, sales and product/service development teams to develop engaging marketing content that speaks to the knowledge and expectations of their target market.

In a world highly influenced by consumer preferences, it is strategically prudent to be in close communication with your market in order to better understand their needs. Be absolutely certain that your content marketing is speaking directly to customers in language that they can understand.

Cíntia Miranda is the president of Pulse Marketing Agency. Learn more about her work at www.pulsemarketingagency.com.

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