Content marketing is a strategic marketing approach that involves providing ongoing valuable, relevant, and consistent information content to attract and retain agent and client relationships. Instead of merely pitching your inspection services, you provide useful content, thereby generating sales by building engagement and trust and enhancing your brand.
The key to successful content marketing is targeting.
The better you can target your content to your customers, the more effective your content marketing will generate sales for your business. Targeting your content is based on aligning information content with three factors: your business activities, customers' needs, and demographic situations.
Of course, you will want your content to be related to your specific business activities. But unlike advertising to directly promote your product or services (which many customers tune out), content marketing draws customers into your product or services with information that customers find useful.
Providing reminders and tips about your products or services is a great way of giving customers useful and relevant information, while subtly stimulating the need for what your business offers. Great reactions from customers can be "whoops, I had forgotten I needed that" or "wow, I would have never guessed I needed that."
But to truly engage customers, your content must also be valuable and relevant to your customers' needs.
To capture and maintain customer attention, your information content must provide customers with ongoing benefits. So you'll want to carefully consider your customers' needs so that your content can be tuned to delivering information that specifically benefits these needs. Depending on your business activities, customer needs can include: how to save money; how to keep my family safe; how to avoid unexpected problems; how to be healthier; how to make better product selections; ways to be more environmentally safe or socially responsible; etc.
In addition to identifying your customers' needs, you'll also want to prioritize them. Prioritization enables even better targeting of content for generating the maximum customer engagement.
Providing ongoing content that supports your customers' needs builds trust and shows you really care, which helps you generate both sales and repeat business.
Lastly, you will want your content to consider your target customers' demographic situations and your business activities and customer needs. For example, are there certain age demographics that you want to target? Or are there particular styles of your product or services that you offer? Including this in your targeting helps make your content even more relevant to the customers you seek to engage.
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