Every business owner strives to market their business in the best ways they know how. From the tried and true to the latest trends, no matter the avenue, most savvy business owners are willing to test out a new marketing tactic to improve their business.

Content marketing isn't exactly new, but many businesses haven't yet given it a go. Traditionalists or those unfamiliar with how content marketing can boost business may not realize the benefits of this industrious type of marketing. But what is it exactly?

By definition, Content Marketing Institute describes content marketing as, "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action." Therefore, "Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues." Advantageous for both the business and the consumer. Seems like a winning solution!

As per Vertical Measures, 61% of customers are more likely to buy from a company which publishes custom content. Here's a look into some of the effective ways content marketing can work for you…

Get and Stay on the Radar

There are many companies to choose from in nearly any field. Content marketing can help make your company stand out from the pack. Simply placing your products or services on your website with descriptions and pricing isn't enough to make you memorable anymore. You need to be unique, interesting, and engaging. Content marketing is a favorable way to do just that.

As per YFS Magazine, "Every company has a niche. Talk about that niche, and your business can stay relevant. Consistently provide interesting content. Maintaining a company blog is one of the most common and simplest means of content marketing. However, you can go further and boost authority by publishing an industry newsletter or magazine." Create awareness and gain new clients and customers who are seeking more from a business than a quick transaction.

As Vertical Measures puts it, "Content marketing has been called the "new branding" as it consistently reaches your potential and current clients and reinforces that promise." Show your customers what you have to offer - and that's more than a product or service. It's who you are and what you value as a business owner, which is far more memorable in the long-term.

Build Trust

According to Vertical Measures, "If you publish frequently, your content will build trust not only with your potential clients but also with the search engines. Search engines want to deliver the very best content possible to the audience using their engine." According to Content Marketing Institute, "Search engines reward businesses that publish quality, consistent content." In turn, the customers will find you and look into using your business for their needs. They want who's on top of their game, and content marketing done well will put you there.

Customer trust is something businesses have always valued, and SEO and ranking in search engines is the modern way people find businesses they deem trustworthy and the one to ultimately choose. "This translates into increased traffic, which can lead to more people linking to your websites; creating a positive feedback loop where people will remain interested in your business as long as you continue to create value," notes YFS Magazine.

The more content you provide, the more educated and involved your clients and customers become. Make sure your content is not only sales-focused, but relevant to an array of aspects of your field and helpful to your readers even if they're not making a purchase at the time. This shows that you are invested in their well-being beyond the sale. Knowing you have their interests at heart will have them returning to you the next time they need your product or service. As per Vertical Measures, "A well-educated client is a better, more long-lasting client. In order to build customer loyalty, provide additional value through your content long after the sale is done."

Keep at It

As per Content Marketing Institute, "Content marketing increases sales and brings better customers who are loyal to your brand." Be sure to regularly update content on your website and social media feeds. Send emails with not only salesy information, but benevolent information and updates as well to keep your customers engaged and informed. Keep on target with your company's values and morals and use a tone that reflects your businesses "personality."

See what consumers are reading and hone in on that type of content. See what people are "liking" and "sharing" and give them more of what they enjoy. If you link out to calls to action in your content, make it relevant and natural to the subject matter. You'll find that customers will appreciate honesty and integrity.

Now it's time to boost that content and get it out there! If you need help getting started, check out Content Marketing Institute's guide to developing content for marketing.

Extra, extra… read all about YOUR business!

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Over two years into the most momentous event in our lives the world has changed forever … Some of us have PTSD from being locked up at home, some are living like everything’s going to end tomorrow, and the rest of us are merely trying to get by. When the pandemic hit we entered a perpetual state of vulnerability, but now we’re supposed to return to normal and just get on with our lives.

What does that mean? Packed bars, concerts, and grocery shopping without a mask feel totally strange. We got used to having more rules over our everyday life, considering if we really had to go out or keeping Zooming from our living rooms in threadbare pajama bottoms.

The work-from-home culture changed it all. Initially, companies were skeptical about letting employees work remotely, automatically assuming work output would fall and so would the quality. To the contrary, since March of 2020 productivity has risen by 47%, which says it all. Employees can work from home and still deliver results.

There are a number of reasons why everyone loves the work from home culture. We gained hours weekly that were wasted on public transport, people saved a ton of money, and could work from anywhere in the world. Then there were the obvious reasons like wearing sweats or loungewear all week long and having your pets close by. Come on, whose cat hasn’t done a tap dance on your keyboard in the middle of that All Hands Call!

Working from home grants the freedom to decorate your ‘office’ any way you want. But then people needed a change of environment. Companies began requesting their employees' RTO, thus generating the Hybrid Work Model — a blend of in-person and virtual work arrangements. Prior to 2020, about 20% of employees worked from home, but in the midst of the pandemic, it exploded to around 70%.

Although the number of people working from home increased and people enjoyed their flexibility, politicians started calling for a harder RTW policy. President Joe Biden urges us with, “It’s time for Americans to get back to work and fill our great downtowns again.”

While Boris Johnson said, “Mother Nature does not like working from home.'' It wasn’t surprising that politicians wanted people back at their desks due to the financial impact of working from the office. According to a report in the BBC, US workers spent between $2,000 - $5,000 each year on transport to work before the pandemic.

That’s where the problem lies. The majority of us stopped planning for public transport, takeaway coffee, and fresh work-appropriate outfits. We must reconsider these things now, and our wallets are paying

the price. Gas costs are at an all-time high, making public transport increase their fees; food and clothes are all on a steep incline. A simple iced latte from Dunkin’ went from $3.70 to $3.99 (which doesn’t seem like much but 2-3 coffees a day with the extra flavors and shots add up to a lot), while sandwiches soared by 14% and salads by 11%.

This contributes to the pressure employees feel about heading into the office. Remote work may have begun as a safety measure, but it’s now a savings measure for employees around the world.

Bloomberg are offering its US staff a $75 daily commuting stipend that they can spend however they want. And other companies are doing the best they can. This still lends credence to ‘the great resignation.’ Initially starting with the retail, food service, and hospitality sectors which were hard hit during the pandemic, it has since spread to other industries. By September 2021, the US Bureau of Labor Statistics reported 4.4 million resignations.

That’s where the most critical question lies…work from home, work from the office or stick to this new hybrid world culture?

Borris Johnson thinks, “We need to get back into the habit of getting into the office.” Because his experience of working from home “is you spend an awful lot of time making another cup of coffee and then, you know, getting up, walking very slowly to the fridge, hacking off a small piece of cheese, then walking very slowly back to your laptop and then forgetting what it was you’re doing.”

While New York City Mayor Eric Adams says you “can't stay home in your pajamas all day."

In the end, does it really matter where we work if efficiency and productivity are great? We’ve proven that companies can trust us to achieve the same results — or better! — and on time with this hybrid model. Employees can be more flexible, which boosts satisfaction, improves both productivity and retention, and improves diversity in the workplace because corporations can hire through the US and indeed all over the world.

We’ve seen companies make this work in many ways, through virtual lunches, breakout rooms, paint and prosecco parties, and — the most popular — trivia nights.

As much as we strive for normalcy, the last two years cannot simply be erased. So instead of wiping out this era, it's time to embrace the change and find the right world culture for you.

What would get you into the office? Free lunch? A gym membership? Permission to hang out with your dog? Some employers are trying just that.

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Did you hear about the Great Resignation? It isn’t over. Just over two years of pandemic living, many offices are finally returning to full-time or hybrid experiences. This is causing employees to totally reconsider their positions.

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