How to Build an Online Business

Chapter 15Content marketing

What’s made marketing so complex and expensive now is that another step in the buying process has been added. It’s called ‘content marketing’. Content creators love this new development because they get paid to make the content. Brands don’t love this development as they have to pay the content creators to make the content.

Content is king.

There are only two rules for the creation of content:

• it must be useful
• it must be entertaining.

Ideally it’s both.

Content marketing enables a consumer to get educated about their product before they buy. It can take many forms. Here are just a few examples:

• eBook
• brochure
• video
• infographic
• webinar
• slide deck
• podcast
• whitepaper
• case study
• photos

The days of ‘hard core’ selling are over. Yes, mass media is still a vital cog in creating awareness, but content marketing has become increasingly important. From initial research and consideration to conversion and post-purchase engagement, content plays a critical role in educating, guiding and influencing prospects.

The 3-step content creation process

Feeding the hungry ‘content’ beast that is Google can be time-consuming and expensive. But it doesn’t have to be. The following strategies will help you create content quickly without exhausting yourself or blowing the budget. Irrespective of what you sell — be it product or services — content is king, and you’ll need a lot of it, which is why this chapter will be helpful.

Here’s a three-step guide to creating and ...