So what is content marketing - content marketing is the art of communicating with your customers and prospects without selling.

Without selling! Why would any profit-seeking business want to do that!?

Well don’t worry, the “marketing” bit is still relevant; sales and profits are still the aim here, it’s just a subtle way to go about it. Instead of pitching your products or services, you deliver information about them and your business niche that informs, educates and assists your prospects and buyers.

Don’t forget every time you’ve searched for some information online and found what you need, someone has spent time uploading that information and given it to you for free. Providing such information about your niche for others to use, for free, is great marketing, since it’s drawing people to your business every day.

Just as a small example - I booked both a villa and car hire through companies I discovered via Twitter last year, where they’d cross-posted useful information about my destination. I’d never have found them otherwise.

Way back in 1996 no lesser expert than Bill Gates predicted that “ No company is too small to participate…those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products - a marketplace of content.”

Indeed, the Internet is the best place to do content marketing, and businesses large and small are reaping the rewards. The rise of social media and the ease with which content can be shared has massively increased the opportunities available.

Content marketing is not just for big brands either; small business owners have an even greater opportunity to provide meaningful information and advice in an engaging way because they are closer to their customers.

It’s alright having lots of lovely content but you also need some way of getting it front of those people who want to read it. Your website is the obvious place, but there are so may other channels such as:

• Blogs
• Webcasts and Podcasts
• Ebooks
• Microsites
• Widgets
• Email Newsletters
• Online Communities
• Social Media
• Videos
• Mobile Apps

The old “sales funnel” idea doesn’t work online, but if your business delivers consistent, ongoing valuable information to buyers through (some of) these channels, they will ultimately reward you with their business and loyalty.

In a world where interruption marketing no longer has an impact, content marketing can offer an effective, affordable approach with long-term benefits.

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