Content Marketing Is Marketing As It Should Be

[Kgashane]

Ever heard of the term content marketing?

Simply put, content marketing refers to creating and freely
sharing content to turn suspects into prospects and prospects
into customers.

A suspect is any person who doesn't know you.

A prospect is any person who subscribed to your
list - or mailing list - in the past 12 months. If they've been
on your list for over 12 months they become a suspect
again.

A customer is a person who has at least spent
R1 with you in the past 12 months.

Content marketing is designed to get suspects and prospects
to know, like and trust you....

Content marketing is designed to educate suspects, prospects
and customers about the advantages and benefits that your
product or service give them that none of your competitors
does.

Content marketing is designed to establish you as the expert or
authority in your field ... to entrench you in the eyes of your
target market as "the go-to" guy or gal.

Do you know the number one reason why people don't buy
from you?

They don't buy from you because they DON'T know, like or
trust you!

Do you know the basic definition of marketing?

"Marketing is getting your target market to know, like and
trust you."

Do you now see why content marketing is marketing as it
should be?

As people we don't want to be sold. However, we DO love to
buy.

We dislike advertisements ... because they sell us. However,
we like advertorials ... that is ... adverts that give editorial
information like articles ... because they inform us.

Direct response marketing legends have proven many decades
ago that an article is ten times likely to be read than an advert.

By the way...

Don't just provide free information. Provide free useful
information that relates to your product or service.

To your marketing success!

Albert Mpuru

[Dave A]

You've got me thinking here.

Not that I have any argument that content marketing can be more powerful than classic advertising - your points on that are valid.

What's got me chewing the cud is comparing content marketing (as you suggest it) vs what Peter Carruthers suggests - establishing yourself as the expert by demonstrating a clear understanding of the problems (rather than the solutions).

His theory is that thrashing the problem over and over is enough to establish yourself as the expert.

I'm running ahead of myself perhaps in suggestion this as the rationale behind it, but perhaps...

When they want answers, then they'll come to you.
If you give all the answers up front, perhaps then they can go to anyone (or do it themselves)?

Dunno

[Kgashane]

Thank you Dave for entering your thoughts on this thread.

I followed the link you provided to Peter Carruthers hoping to read the article
where he talks about "establishing yourself as the expert by demonstrating a
clear understanding of the problems" (rather than the solutions), but
could not locate this article.

Could you please provide me with a direct link to this article? I would love to
find out why he puts emphasis on the problems ... not the solutions.

Meanwhile, a clear understanding of the problems of your target market is
no doubt important. People connect with problems before they connect with
solutions...

I don't know the context in which Peter Caruthers advocates "thrashing the problem
over and over"...

However, if you demonstrate your understanding of their problems but
don't go further to also demonstrate that you understand (and have)
solutions to their problems I doubt if you will have established your
expertise to them...

Your target market will be consuming your content - whether in the form of
text, audio or video - in the hope of finding answers to their questions or
solutions to their problems.

Further more, your product or service as a business owner is supposed to
solve the problems or heal the pain of your target market...

If a business owner is experiencing problems with sales - for example -
he will be more interested in listening to someone who can come up
with ways to increase his sales than listening to someone who reminds
him he does really have a sales problem but who doesn't (or CAN'T)
come up with ways to solve the problem.

And: if you can't answer his questions or solve his problems you can't
be the expert - right?

As for giving all answers up front, it wouldn't be advisable to do so. You
however do want to give them enough information to establish your
credibility and expertise.

While some people will find some answers in the free information you
provide, and other will use it to solve their problems, this should not be
a reason to hold back...

The percentage of people who don't buy your product or service will pale
in comparison to those who will buy because they've been influenced and
motivated to do so by your free, valuable information.

To higher response!

Albert Mpuru

[Blurock]

Many business consultants and so called experts come up with a solution before properly analysing and understanding the customer's problem. It is because they "think" they have a solution.

You have to see the problem from the customer's experience and perception to find a real solution, rather than force your own will on the customer. Very often this means discussing and analysing the problem over and over. By writing it down, the customer often sees the solution himself, without you telling him what to do.

Remember, it is the customer's business, not yours. If you do your job well, you are just a coach and facilitator, not a dictator.

[Dave A]

I followed the link you provided to Peter Carruthers hoping to read the article
where he talks about "establishing yourself as the expert by demonstrating a
clear understanding of the problems" (rather than the solutions), but
could not locate this article.

Could you please provide me with a direct link to this article?

Best I know is there is no article. The link was provided to identify who Peter is for those who don't know of him.

The point was made in a webinar on email marketing, and I think the video recording is only available to worldwidewarriors subscribers at the moment.

For the record I'm supportive of your point of view, although probably for the wrong reasons when it comes to discussing marketing. My greatest concern with the "present problems only for free and have them paying for answers" philosophy is the internet would be a pretty miserable place if everyone followed this approach.

I'm pretty sure that demonstrating a deep understanding of the problems not only establishes credibility, it also establishes rapport - something that just putting out answers might not achieve as well.