How to Utilize Content Marketing as a Tool for Business Success

17 Sep 2021


In today’s world, we see businesses come and go. And although external forces, such as the pandemic, may be out of our control, there are things that business owners can do to improve their chances of being successful. One of those things is creating and implementing an effective content marketing strategy. 

Not only can a quality content marketing strategy propel a business into financial success, it can also help to establish a company as an industry expert.

Identifying and Serving the Target Market

To get started on a content marketing campaign, businesses must first identify their target market.

After all, without a specific market in mind, to whom will you offer your services and products?

Probably the best way to determine your market is to select one that you yourself identify with.

Drawing on personal experiences and lessons learned that align with prospective customers proves quite valuable.

Those personal experiences provide you with the necessary background and allow you to serve the client as an expert because you can portray the “been there, done that” attitude.

Past experiences also provide you with the tools to be a problem solver. They can be harnessed to assist you in steering the customer away from making mistakes similar to those you made in the past. This proves to be quite valuable and brands you as an expert. By guiding the customer in a successful direction, you have earned your fee. You’ve also saved the customer a potential financial loss.

The secret to this recipe is marketing yourself as the expert. In these times, it takes more than a resume and college diploma. We live in a results-driven society, as everything is at our fingertips due to our friend, the internet. Content— and your expertise —builds credibility.

Qualifying Yourself

Content marketing can be accomplished in various outlets. Blogging, white papers, eBooks, and newsletters are all strategies that can be used as outlets to position yourself as a subject matter expert. By flooding the internet with content subject matter parallel to the services being provided, you are establishing credibility by numbers.

Imagine if you post quality material in those extensive numbers. Not only are you on the web, you also offer a credible service contributing to your reputation as an industry leader in your field.

And by posting a surplus of blogs, informative white papers, or interactive eBooks, the target audience sees you as an expert.

In today’s world, nothing shows an individual’s qualifications more than being highly searchable on the internet.

Consider the world of business consulting as an example. Developing a website and hosting it on the web looks professional and serves as a landing point for customers. This is an important facet of business, but it must be taken even further.

But how are customers drawn to your website? If a business consulting company establishes a website and lists an array of services provided, it does not accomplish much if no one knows about it. So how is attention generated?

The answer is quite simple. It takes populating the internet with content. This strategy can utilize blogging alone or can incorporate other outlets as well. A combination of two or more is most conducive to meeting your goals.

For example, if you’re looking to increase your reputation as a business consultant, flooding the internet with content about running your own business will make you searchable. It brings your message to the public. By publishing blogs on entrepreneurial startups, white papers targeting a business demographic, and even eBooks on developing a business plan, those searchable standards will bring searchers straight to you.

Overcoming Challenges

The process of content marketing is relatively simplistic but unfortunate detours can be made. Failing to niche down can result in an abundance of wasted work.

No, you are not going to drown the internet in content. However, failure to define your audience can have a negative effect. You could end up publishing a great deal of content that does not result in income.

It is best to select that target audience prior to developing content. Refer to personal experiences and strong points in your knowledge and focus content marketing based upon those key factors.

If you want to offer advertising services, there is no need to blog on quality control or publish a white paper on production management. If advertising will be the source of your profits, then focus content development on that service.

There are additional challenges that can be encountered with content marketing.

You have identified the target demographic and determined the services you will offer. You are ready to blitz the internet with content but discover you do not possess the creative pen to produce the information.

Just because your talents are lacking in creative marketing or blogging, does not mean your business must suffer. In fact, you should concentrate your talents on providing the quality service you offer. And then hire a professional ghostwriter to help you with the rest.  

An experienced ghostwriter will be capable of taking your personal experiences and blogging about them on your behalf.

There’s no shame in letting someone else do it for you. History has taught us that major success has been had in identifying strengths and weaknesses and then filling in weak areas with experts. In the end, all bases are covered.

Regardless of who blogs about the service you provide; the goal is to publish the information and link it to your company. It makes no difference who puts the information out there if it is real, accurate, helpful, and owned by your company.

Summing Up

The key to successful content marketing is avoiding complacency. Business owners should never fall into the trap of getting comfortable and alienating their customers. All customers, no matter their income potential, want to feel special. They want to believe they are your primary focus. It is crucial to produce content that services all your customers and not just one in particular.

Content marketing should capture subjects that your clients can relate to, both large and small. Offer topics that apply to everyone within your demographic. Do not disregard a smaller client by failing to produce content on a subject that the larger client might deem unimportant.

And remember, at the end of a day spent fishing, it is often the case that three small fish will feed more than one big one.

Jennifer Rizzo 

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