Content marketing is the latest buzzword in the marketing realm. Why? It works. Below we’ve discussed what content marketing is and how trades can use it to build trust amongst their customers.
What is content marketing?
Content marketing is a marketing technique that refers to the creation of relevant and valuable content that is intended to generate interest and acquire custom from a clearly defined target-audience.
In short, content marketing isn’t about showcasing the services that your business offers to every person on the planet. Instead, content marketing is supposed to entertain/educate a specific target audience whilst wittingly encouraging them to think about your business whenever something related to both the content and your services comes up next.
Modern example – Lego Movie
The Lego Movie released in 2014 is a great example of content marketing in action. The movie was targeted towards children as entertainment, but underneath the movie served as an advertisement for Lego itself. Hence, we might no longer consider The Lego Movie a movie per se, but rather a 100-minute content marketing induced advertisement.
How can trades use content marketing?
Of course, trades do not have the same financial power of Lego behind them, but it doesn’t mean to say that they can’t implement content marketing just as successfully. Just remember to create content about things that are of interest to you and more importantly, are of interest to your target audience.
Where to start?
Think about what it is that you do and talk to your customers. Which services do you want to win work for? Which services are more prominent at this time of year? What advice do you give to your customers before you leave? What are the most common questions that your customers ask? Base your content around the answer to each of these questions.
Written: This is possibly the most straightforward way of producing content, just make sure that it is enjoyable to read and not too long-winded. For instance, are you targeting homeowners? Maybe write a short 300-word article about how homeowners can save money on their energy bills.
Video: Maybe record a time-lapse video of you doing your work; demonstrate how you do it and how professionally you do it, but without directly advertising your businesses services. Or maybe review a tool via video; demonstrate to your customers that you’re passionate about your trade and the latest tools/technologies on the market.
Audio: Record a podcast and make it enjoyable to listen to. Maybe record it with some close friends and discuss common myths about trades?
Where to post the content?
Website: If you have a website, publish your article/video/podcast in a new blog post.
Social Media: Create a new post and share the content on all of your active social media accounts.
Email: Do you have the email addresses of your customers? Share the content with them. Just be careful, email’s can be intrusive and customers need to be aware that they are on a mailing list beforehand.
Combination: The best content marketing strategists will link all of the above platforms together. For instance, you might publish an article on your website, share it to Facebook and Twitter and encourage readers to leave their email in return for some more content.
Important things to remember
- Content marketing is a strategy for the long-term.
- You need to have a defined-audience in place. Facebook custom audiences are a great place to start.
- The content is not meant to advertise your trades services.
- The content should be enjoyable for you to write and enjoyable for the viewer to experience.
Content marketing masterclass for trades
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