How Content Marketing Helps You Make a Difference and Make a Profit

“I believe Marketing with Meaning is less about ‘context’ – or finding the best time to get in front of a consumer’s eyeballs – and more about ‘content’ or creating something that people find valuable in itself.” – Bob Gilbreath, Marketing With Meaning

Over three years ago, when I still owned Solostream, I wrote and published a tutorial on how to install WordPress. I also did a video version of the tutorial for folks who learn better through video.

When I first published the tutorial, I did so mainly because I thought it would be a valuable resource for new WordPress users. I thought it would make it easier for them to get their WordPress site up and running with as little fuss as possible. Sure, I also hoped it would provide at least some value to Solostream in the form of backlinks and goodwill, but little did I know then just how much value it would actually provide.

Today, that one article alone attracts about 2500 visitors to the Solostream site each month, and that number is steadily increasing. Folks find the tutorial either via backlinks from other sites or – more often – through a simple Google search.

If you’re like many small business folks who cringe at the thought of sales and marketing, content marketing is perfect for you.

I admit 2500 visitors is not a huge number, but that’s 2500 highly-targeted visitors for which Solostream didn’t have to pay a single penny beyond the time it took to create the tutorial.

That’s 2500 new WordPress users who may, at some point, decide to invest a few bucks to buy a premium WordPress theme for their site (Solostream sells premium WordPress themes).

This is a prime example of the beauty and value of content marketing. You’ve likely heard that term before, but if not, content marketing is – in a nutshell – the use of content to attract people who may want to buy whatever it is you offer. The content itself is typically offered for free, and it can take many forms, including, but not limited to:

• Ebooks, special reports, white papers, blog posts or articles offered online or via download.
• Hard copy written documents.
• Audio or video content available online or via download.

If you’re like many small business folks who cringe at the thought of sales and marketing, content marketing is perfect for you. When done properly, it not only gives you the opportunity to develop and nurture a relationship that could ultimately lead to a sale, but it also gives you the ability to make a difference in peoples’ lives, regardless of whether they ever buy anything from you or not. And hey, that’s just good for your karma.

If you do that, people will pay attention. If you continue to do it, they will continue to pay attention.

Actually, content marketing is more than that. It’s more than just a good strategy for people who hate marketing. It’s more than just a good idea. I don’t much like absolutes, but the reality is content marketing is fast-becoming mandatory for your business.

Although debatable, some would say content marketing is already mandatory. But that’s not something to fear. Oh no. It’s something to celebrate. Especially for folks who truly want to make a difference as well as make a profit.

I say that because content marketing is mainly about giving, sharing and teaching. It’s about sharing useful and/or entertaining information with your market. It’s about finding out what your people really want and need and then giving it to them.

If you do that, people will pay attention. If you continue to do it, they will continue to pay attention. Eventually, you become a trusted source in their life. It’s like they’ve voluntarily installed a mainline from you right into their heart and soul. A connection unfettered by obscurity, doubt and mistrust. Think Oprah, but perhaps on a slightly smaller scale.

“I’ve come to believe that each of us has a personal calling that’s as unique as a fingerprint. And that the best way to succeed is to discover what you love and then find a way to offer it to others in the form of service, working hard, and also allowing the energy of the universe to lead you.” – Oprah