Across the board, marketing efforts are becoming increasingly digital with every business trying to push out the next viral advertisement in hopes garnering millions of likes, shares, and retweets. Unfortunately, not everyone is the creative genius type, and enlisting the help of a Don Draper can break even the biggest of startup budgets. Thankfully, you don’t need to, instead, stick with what you know, generate your own original content, and market like a drug dealer.
Content marketing has grabbed the limelight as of late and has seemingly become digital marketing’s golden goose. In reality, content marketing is not a new idea, for all intents and purposes, a business that participates in “content marketing” is giving away something for free in hopes of hooking the would be customer to their product or service, forcing them to come back for more, at which time they will be forced to pay for the previously free product or service.
So, that coffee shop down the street that is giving away hot chocolate samples for free, is participating in content marketing. The lead aggregator company, that gives you a one month, no risk trial is no different than the digital marketing firm that publishes weekly whitepapers. In every situation, the premise is the same.
The easiest way to understand content marketing, and realize how, why, and where it occurs is to relate it to…a drug dealer. Often, dealers will give a “prospect” the first dosage of a hard drug for free because they know, that the user will quickly become addicted to what the dealer provides and will continuously return, as a repeat buyer, to purchase the drug that had been given to them “just to try”.
If we apply that to content marketing. it’s easy to see why firms invest so much time and money into publishing unique, quality content when a few good articles are no different than bag of meth.
Ready to start?
1. Publish unique, original, addicting content that is related to the product or service that you are selling and leaves your would be customers wanting more.
2. Be consistent, but don’t overdo it. Think supply and demand, if you flood the market with your product, its value goes down. You want your customers to anxiously await your next freebie until they become so hooked on it that they have no choice but to buy what you’re selling.
3. Make it visible. Publishing a good blog post with a few relevant tags is no longer good enough. Post and repost your information on every social network at your disposal.
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© 2012 Brendan Brandt. All Rights Reserved.