Why Content Marketing Works

Yesterday, I introduced you to content marketing — the short, informational pieces businesses can’t get enough of right now. And I asked you to look at how much searching you did online between yesterday and today.

Don’t worry if you didn’t keep track — just take a moment now to think of your recent searches. If you’re like me, there were a lot. I’m always looking up something online. Restaurant hours, facts for articles, recipes, how-to videos … it seems like I never stop!

And I buy from the companies I find through my searches. If I like the content I find, that is.

Take my recent shampoo switch. My hair was feeling strange after switching from the soft water of Texas to the hard water of Florida. I went online to find a better shampoo and read dozens of articles. Some were more interesting than others — and the most interesting pieces happened to be from a company that also sold hard-water shampoos.

I bought one. Why not? I was confident this company could help me. Their articles showed they really understood the problem I had and how to fix it.

Multiply my behavior times the 140 million people who shop online in the U.S. alone, and you have the answer to why content marketing is working so well right now.

Traditional one-way advertising relies on a “push” into your life — some kind of interruption to get your attention. But today's consumers want more of an equal exchange relationship.

Businesses give us something we want (information), and we give them what they want (sales).

It's a simple equation, really.

The only problem with it is the sheer quantity of information needed by potential customers to make buying decisions. Businesses can’t always keep up.

Go back to some of the sites you visited yesterday or take a look now at some business websites you visit regularly. Is all of their content up-to-date? Does it answer all of your questions? Is the content interesting, engaging, or shareable?

Now put your writer’s hat on. What could you have written for them to improve the odds of you staying on their pages longer or visiting more often? What subjects or topics should be covered that they’ve missed? Do they need articles? How about a blog or more engagement with social media? Maybe even an in-depth special report? Let me know in the comments.

As you can see, it's a huge opportunity. But businesses need your help to make the most of it. Tomorrow, I'll show you how to give it to them.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: August 13, 2013

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