Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
Content is the foundation on which online marketing is based. Whether it is a social media post or a blog article, it reaches out to people and positions you and your brand as an industry expert.
According to a study by KISSmetrics, 96% of website visitors are just researching and don’t want to be contacted or begin a relationship. Website visitors come to learn, not to be “salesmanned.” They seek value, not an advertising message.
Content Marketing
Good content lets them learn and engage in a low-pressure way. This is not the time to request a meeting, but to give them value and a reason to provide you with their contact information. Content marketing provides value to your reader and it will have a very positive effect on your business.
Here are eight reasons to use content marketing to establish yourself as an expert:
- Establish credibility
Consistently creating quality content related to topics your target market is interested in will not only attract them to your website but it will also establish yourself as a subject matter expert. This will showcase your knowledge and highlight your experience within your field. When people see your qualifications first hand, they’re more likely to trust you and buy from you.
- Add value
In today’s world we deal with a lot of content overload. People are grateful if you share something that helps them and adds value to their lives. When you are careful about the types of information you share your content is more likely to be regarded as useful or helpful, and less likely to be skimmed over or deleted.
- Build relationships
Content curation is a great way to show not only what you know, but how you think and what you care about. “There are two elements beyond investment performance separating firms with high satisfaction from those with low satisfaction: the person that investors credit for their investment performance and the relationship investors have with their advisor,” said Craig Martin, director of investment services at J.D. Power & Associates. Showing personality gives people something personal to like and relate to.
- Drive engagement
Writing and publishing blog articles and social media content also creates an opportunity for your information to be shared through various platforms like Twitter, Facebook, and LinkedIn, which in turn drives more readers to your website. A bonus is that by blogging you can keep your social media presence going without having to create a lot of other new content on a regular basis.
By Crystal Lee Butler, read the full article here.
