What Is Content Marketing? A Guide to Storytelling That Converts

Content? Isn’t that for TikTok and influencers? Nope.

And I’m not just saying that because of my resistance to TikTok.

Content marketing is a strategic marketing and business process that focuses on creating and delivering valuable, engaging and consistent information. Why? To attract and more importantly, retain a clearly defined audience. 

Ultimately, the main aim of content marketing is to drive profitable action from your ideal prospect.

If you’re unsure who your ideal audience is, booking a free consultation with Branch Out today is a good idea. Right now. Go. 

The three key deliverables in your content marketing strategy:

✓ Valuable

✓ Relevant 

✓ Consistent

Content marketing has become increasingly popular over the last ten years. You don’t need me to tell you why. A website is no longer enough to get your business brand out there. In fact:

52% of customers worldwide say social media and content marketing has influenced their shopping decisions.

The average adult (that's me and you) spends over 20 hours per week with digital media. That’s more than they spend time with people we know.

46% of smartphone users prefer to receive communications from businesses via email. 

That’s not to say content marketing is a modern concept.

In fact Benjami Franklin has been referred to as a marketing pioneer. He acknowledged that customers aren’t interested in hearing about the features of a product. They respond to information they could use to understand their problems and find solutions. 

“Tell me and I forget. Teach me and I remember. Involve me and I learn.” 

-Franklin

However, your content must be a whole host of things in order for it to be valuable and professional. This is the type of content that creates trust. Trust is the building block for a relationship. If your content marketing is valuable, your prospects will think you’re worth the call to action. What’s more, they will come back for more.

So how can a business deliver content?

• Blog posts

• Email marketing

• Web pages

• Social media

• Print

• E-books

• Video

And what are the main objectives of content marketing?

• To create VALUE

• To build TRUST

• To ATTRACT, ENGAGE and INSPIRE

In a nutshell, content marketing is the art of business storytelling.

The goal is to tell a story about your business to educate and delight them enough to make a confident decision.

It has to be helpful. It has to be entertaining, it has to appeal to your ideal customer.

But content takes time. It takes planning, creativity and a good understanding of customer psychology. This isn’t available to everyone. Especially if you’re busy running a business. If you are lucky enough to have the time to do it, but you’re not getting any leads. Perhaps your content marketing strategy is pants. Hey, you can’t be great at everything.

Keep growing,

Chelsea x