Content marketing is a buzz phrase you’ll hear a lot these days, and for good reason: it works. Content marketing, like all marketing, works best when it’s done properly. If you’re looking to use it to drive clients to your store, here are a few ways you can achieve this.

You’ve probably already noticed that most businesses are increasing their investment in content marketing – that is if it isn’t already a major part of their marketing plans. Just because everyone else is doing it, does that mean you should be to? Yes, yes you should. Here’s why.

Content Showcases Your Product or Service

The best reason to use content marketing is because it’s the absolute purest form of showcasing what you offer. Unlike almost any other form of advertising, content marketing isn’t a forced ad, it’s content your consumers want to consume.

Looking back 15 years to 2002, well before content marketing was on anyone’s radar, advertisers were already concerned about how to reach those that tune out ads.

“Consumers don’t want all these messages. … There are far too many messages and the challenge is to get relevant,” said David Kenny, chairman-CEO of Digitas, whose clients include Delta Airlines, AT&T Corp. and American Express.

This is where content marketing shines. It’s content first, and an advertisement second. Everyday people are seeking out answers, explanations and information. This includes info on your product or service category. If you’re not there providing the answers, someone else is. That means it’s their product or service that gets the publicity.

Here’s an example. If you want to know how to build a shed, you may google it. Home Depot has an extensive article section on their website. You can find out how to build a shed, make a garden, or build storage for your home. Publishing all this content just positions them as the experts. You’re looking for answers, and they have them. Where do you get all the supplies to build this shed? Exactly. That’s great content marketing.

Create Original Content

It’s easy to look at content around the internet and want to repurpose it for yourself. If you’re really looking to get people into your store, publishing the same content as someone else will probably hurt more than help.

If you sell cake decorating supplies and someone is looking for tips on how to make the perfect cake, writing a similar article as a competitor means the customer is left asking “what’s the difference?” If they have to ask that question, you’ve already lost them.

For more information on how to create content that reaches the customer where they’re at? Check out our post on content marketing to the buyer’s journey.

It’s important to show why you’re unique. Make a statement. Being unique will also help you stand out and magnify your marketing. If this sounds difficult, that’s because it is. Here are 57 unique content marketing ideas that will help you get started.

Teach First, Sell Second

Lastly, it’s important you understand that people aren’t lemmings. They know when they’re being sold, and they’re not big fans. If you wouldn’t read it, why would your potential clients?

“Here’s the part you might not like hearing. You teach instead of sell, because frankly, nobody really cares about your marketing.

“Sorry to tell you that, but it’s true. Nobody wants your marketing. We’re all up to our ears in advertising and marketing. We see 3,000 to 20,000 ads and brand messages per day.”

Content marketing shouldn’t be an obvious infomercial. You want to pitch yourself or business as the expert. The best way of doing this is to teach. Great content that teaches something will also get shared around a lot more than a sales pitch.

Need proof? Have a look at your social media feed. Only the absolutely most amazing ads are shared. It’s very rare. What you’re more likely to see is that the hundreds of items in your social media feed are all shared content. Whether it’s articles, cooking content, DIY content, or a life hack – it’s all content that shares valuable or entertaining information.

If you’re serious about getting people into your store with content marketing, create great content that’s original, and teaches something valuable. You’ll find it reaches more people and positions you as the expert. When you’re the expert, they’ll seek you out.

You’ve heard the saying “if you build it, they will come”? That applies to great content marketing.

To contact me directly you can reach me at [email protected].