The numbers speak for themselves. Research by marketing advisory firm Demand Metric shows that 60% of consumers enjoy reading relevant content from brands. This in turn leads to people feeling more favorably towards brands, seeking out information on them, and buying from them. Interesting content is one of the top reasons people follow brands on social media.
As an association, that includes you. Your message, your ethos, the voice and look of your communications all set you aside as a unique brand. And like other brands, you can benefit from the positive relationships, leads, and of course sales, of good content marketing. Let’s take a look at the basics of content marketing – what it is, how it works, and how to do it well.
What Is Content Marketing?
Simply put, content marketing is creating content to share with people. Content can include:
- Blog posts
- Social media updates
Content marketing is not advertising. It’s the creation of content to engage the viewer, building a good relationship with them, generating leads and persuading them to take a certain action, such as signing up to a newsletter or joining your association.
How Does It Work?
Content marketing works by offering value to the viewer. It engages them with your association, captures their attention, and keeps you in their minds after the browser window has been closed. Content marketing forges a relationship between you and the people who view your content, establishing you as trustworthy, interesting, and worth investing time and money in.
What Makes Good Content Marketing?
Good content is relevant to the viewer and offers them much more than a thinly-veiled ad for your services. If it makes them laugh, makes them think, answers a question or solves a problem, then you’re on the right track. For content marketing to be effective, it needs to capture the viewer’s attention and add value to their lives.
Content marketing is a valuable tool for any association. By creating high quality content you can build loyal relationships with your subscribers and prospects and keep their interest in your organization fresh.