According to Carol Stuckey, assistant dean for communications and marketing at the Harvard Division of Continuing Education, content marketing is not new but as a strategy that has grown more and more popular with businesses both big and small looking to position themselves as the experts of their industry or on a particular topic. Typically, most companies will produce some form of online content, whether it be blog entries, YouTube videos, a podcast, etc. By spreading this content, and providing it to your audience with no strings attached, what you're doing is giving people something they value. The better your content is, and the more value you provide them with the more likely you will be seen as a helpful expert in your field – and customers like to deal with those people!
Not all content creation and documentation needs to be completed online. A great offline product that is perfect for documenting and distributing content, that customers will hang on to (and not just flick to the next website) and will provide ongoing exposure (over months and months) are customized pull out banner pens. These promotional pens are a perfect example of when customers perceive the pens have important information on them – they are kept and used for months on end – enhancing the businesses reputation, industry expertise and branding.
Great Content Builds Your Reputation
If you create solid content that breaks down important information about a topic in a way your audience can understand, then you are going to gain a reputation as a business that knows its stuff.
For example, say you are an auto parts store and repair garage that runs a weekly blog on taking care of your vehicle. The goal is to present simple instructions for everyday people who want to save money by doing their own maintenance. What happens, though, is that people who see the blog, and who actively follow it, also see that this company knows how to fix cars. We expect that, as customers, but putting your knowledge on display in a public way creates an impression on the viewer. Knowledge proves expertise, and that expertise creates trust. So, while a reader might check this blog for helpful guides on changing oil, working on brakes, or flushing an engine, that reader would also trust the company to fix his vehicle if it was beyond him. Which may lead to an up-tick in customers.
No matter what sort of content you're creating, whether it's physical or digital, from a banner pen to a video, it has to make an impression on your audience, and enhance their lives in some way.
What constitutes "great" content? It sounds simple, but if it was that easy then everyone would be doing it. Which is why it pays to take a moment to create a plan for your content marketing, and to answer a few, simple questions.
First and foremost, you need to ask what value you want to add to your customers' lives. Are you presenting information they need to know? Are you providing entertainment? Are you giving them information that they can come back to and use on an ongoing basis?
If you'd like to talk to us further about how retractable banner pens might be able to assist you with building your industry image and enhancing your businesses reputation and brand - please just contact us today.