When someone shows you who they are, believe it. – Maya Angelou
In marketing and life, it’s much more effective to show rather than tell. Sure, you can tell me all day long how life changing your product or service is but I’ll be much more inclined to believe you when I continuously see it in action. That’s where content marketing comes in. Content marketing shows your audience exactly who you are, what you believe in and how it aligns with their own thoughts and beliefs. Content marketing conveys your brand’s lifestyle. Content marketing is what keeps your audience coming back for more time after time and will keep them engaged even if they’re not ready to buy.
Let’s look at a high ticket item with a super long purchase cycle as an example: real estate.
Debbie is a San Diego based realtor. She specifically works with helping young families buy their first homes in hip, urban neighborhoods. Instead of selling her families a home and then never hearing from them again, Debbie uses a comprehensive content marketing strategy to keep engaging with them and to stay top of mind. She publishes a weekly newsletter that highlights the best things to do in San Diego for young families, she features local experts on her blog and newsletter who can educate her readers about issues new homeowners may face, her Instagram is beautifully curated with images of San Diego neighborhoods, activities and sights to see. She maintains a strong relationship with local influencers who she can connect her audience with and is active across her social platforms talking about, you guessed it, the San Diego lifestyle. Debbie’s clients find tremendous value in the content she puts out and feel really connected to the community she’s created. They refer clients to her again and again and when they’ve outgrown their first homes, she’s the first person they call.
Debbie could have gone the route of repeatedly saying that she’s the best realtor in San Diego or that she truly cares for her clients, but instead she showed them, over and over again. She demonstrated her expertise in the area and painted a vivid picture of the lifestyle her brand represents. Because of her content marketing strategy, she stands out from other realtors – easy peasy.
How are you doing the same for your brand?