After a successful four-city tour, Tutankhamun and the Golden Age of the Pharaohs returned for three-city encore tour. The Dallas Museum of Art was one of those stops. I received an email from my cousins in Austins who planned to come to town for the exhibition. We set it up, reserved the tickets and had a memorable experience. (Yes, I remember my sons complaining. This cropped photo had my family, but only my daughter and husband cooperated.)
It had been over eight years since I last visited the museum for the Georgia O’Keeffe exhibition. When I finally visited Modern Art Museum of Fort Worth for the first time, it took a traveling exhibit to get me there.
Notice a pattern here? I visited the museums when there was fresh, temporary and interesting content.
Like my never visiting a museum for its static exhibits, how often do you visit a company’s static website? What connects you with a company? Fresh, informative content.
I found this old post on undervaluing content. In reading it, I think attitudes toward content have finally changed and it has a name: content marketing. Truth is, content marketing has been around for a long time, it just didn’t have a fancy name.
Content marketing involves creating content to engage customers and prospects, to earn their trust you and to get them to take action. You have to keep it coming or else customers forget about your company.
Blogging. That’s content marketing. Emails. Yep. Webinars. That, too. Tweets, Facebook updates and LinkedIn statuses. Yep, yep, yep. It includes newsletters, white papers, special reports, articles, podcasts and videos.
And the cool thing is that any of the content available online attracts search engines. Customers seek information. They need answers. Those answers can be found in content.
Marketing in Disguise
You may be thrown by the use of “marketing.” Content marketing isn’t focused on promoting a company’s products and services. If you constantly sell to them, they won’t come back for more. Content needs to offer value, otherwise how can you earn prospects’ trust? We also buy from people we like. Content helps customers get to know you. As you keep delivering useful content, customers drop another objection that blocks the sale.
Someone asked me if I knew of any way to automate original content. That’s one thing technology can’t do. Even if it could, would it share stories? Make it interesting? Add humor? Content automation sounds like dry content that will tell you everything about a topic without personality.
You don’t need to create content from scratch every time. Turn the contents of your white paper into a video, a blog post, a LinkedIn status update. I bet you can find a great sentence in there that would make a nice tweet.
Companies have it easier today. Instead of trying to reel people in to their websites, they go where they are in social media.
What do you rely on for content marketing? How do you connect with customers and prospects?