Content marketing is a type of advertising that brands you as an authority. It is perfect for small businesses, because small business owners are subject matter experts.
Think about it. You started your small business because you know your product or service better than anyone else. You spend your entire day answering client’s questions. You are the go-to person. Content marketing allows you to leverage that knowledge not only to operate your business but also to “sell” it.
Unlike brand marketing, content marketing is very, very inexpensive. It capitalizes on Google’s insatiable appetite for websites, on the search engine’s preference for text, and on the web cruiser’s constant search for information.
Content marketing is appealing to both small business owners and their clients because it doesn’t feel sales-y. Instead, it is educational. Entrepreneurs simply provide information about the product or service they offer. They answer their clients’ questions in the form of blog posts, YouTube videos, or Pinterest pins.
The client learns from this information. At the same time, the client learns to know, like, and trust the entrepreneur. Ultimately, the client reaches out to the entrepreneur, which makes the sales process easy and comfortable for both parties.
Content marketing has a low price point, a low barrier to entry, and – although it does take time – a high rate on return in terms of customer loyalty and referrals.