There is a new trend in marketing that you may not have heard of before. Many of us use ads and brochures as primary marketing sources for promotional products.
We all, at some point, want to get better at communicating more effectively and convert sales more quickly.
But there’s always been the question: How can you convey a message to your clients without coming off salesy?
Believe it or not, I’m actually doing it right now.
It’s called content marketing.
What is Content Marketing?
Content marketing uses written content in the form of blogs, articles, videos, etc., to gain client interest in a company without the brand exclusively advertising to the client.
Content marketing is different than digital marketing due to the client coming to you for information. Whether you write a blog on a new trend in the industry or send out an email about your latest health products, this form of marketing is information-based and is a form of permission marketing.
Think about it, if an ad pops up on your tv for some fancy soap, did you ask for it? No, you probably want to get back to your show; and that would be called interruption marketing.
Advertisements such as tv ads and pop-up banners on websites are great examples of interruption marketing because the client did not request that information.
But with permission marketing, the audience opts into your content and is based on audience interest.
Why is Content Marketing Important?
As a new way of conveying information to your clients, content marketing is a way to talk about upcoming releases, updates, or even your knowledge behind a particular topic.
A great example is this blog! I am the Content Marketing Coordinator at SAGE, and I’m writing about my expertise in content marketing. This blog gives you information about the topic and how it can help your business.
If you have an idea for a blog, article, or email that will promote a long-term relationship with your current and future client base, write about it! Your clients want to know about your business and what makes you stand out.
Content marketing is a great way to give you a platform to talk to your clients when they are ready to seek information. Another example is if your client reaches your website and finds a blog about health and fitness promotional products, what if they want to stay updated on the latest products? You can add an email subscription button on that page, and they have now opted in to receive updates on that topic.
Where Do I Start?
If you’re not sure where to start, I suggest adding blogs to your website, or sharing third-party content such as end-buyer-friendly supplier videos or case studies on your social media platforms.
If you have a SAGE Website, with Professional Plus, we create the content for you so you can keep your site fresh and relevant.
Each marketing tactic has its own advantage in business. It’s important to note that everything we do sends a message to our clients. If you’re looking for a new approach to add to your marketing strategy, give content marketing a try.
You might be surprised how many new clients you can reach with the art of a bit of writing.