• 4 mins read


There are three different types of content: “owned,” “earned,” and “paid.” Owned media includes all the media assets you control: your blog(s), website, and social profiles. Earned media refers to media coverage that you don’t pay for and is generated because of the value delivered by owned media. Paid media includes digital ads.


The formula for a good piece of content (like any other good piece of content) requires great storytelling. Remember that people want to know about your business and they don’t want to be sold; they want to trust you and learn from you. This can be done by creating helpful, solution-oriented content such as demos and e-books, but also having a place where potential customers can get in touch with you with questions without being bombarded by marketing messages.


Given the fact that content marketing is a relatively new concept, it’s not always easy to get started. That said, there are a few things you can do to get yourself going in the right direction:

Identify your audience. Identify the different profiles of your ideal customer and carefully define their needs. The more precisely you can define these needs, the better off you will be when creating content for your customers.

Create content that will be of interest to them. Remember that people are reading right now and that their time is limited — so you’d better make your content worth their while if you want to be heard.

Create branded content. Creating branded content is what makes your brand known to others, which in turn creates a buzz about your business. Branding is an art form in itself, with the goal being to create something attractive and unique that not only informs consumers but gives them a sense of belonging within your community of customers.

Give value for free. Giving away valuable information to other people without altering its value over time is known as “the viral effect. ” It’s when people pass content around to others without you asking them to. What you are doing is building trust with your consumers and a relationship that will lead people to want to do business with you.

Don’t be afraid to experiment. Find out what works for your business, by experimenting with different ideas within the context of your business model and goals. If it’s not working, then scrap that idea and try something else — there is no shame in trying and failing, only in not trying at all!

Build credibility. Give your readers the chance to interact with you through comments, forums, or other social platforms so they can connect with like-minded individuals who are interested in what they have to say.

When your existing customers are happy, they will share your content with others. The best way to get them sharing is to deliver something that is worth showing off — give it away for free, tell them what’s in it for them, and make sure it speaks to them. This will go a long way toward getting the word out about your business without any substantial cost on your part.

Make sure you have a place where people can get in touch with you if they want something more. It may seem self-promotional, but only if you’re asking for favors or trying to sell everyone you meet. The goal of this approach is to give valuable content that customers want while making yourself known as someone who can be trusted.

Find out more about Content Marketing as part of Inbound Marketing in our service area.

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