Content Marketing: The Power of One

Content marketing...  Using valuable, relevant content that you create (or curate) to engage prospects, educate or inform them, and ultimately convert them to customers.  Most experts agree, no marketing plan is complete without content marketing as a key - if not primary - component.  If you’re not yet using this strategy, it can sound intimidating.  What is “content”?  How will I create it?  How much content do I need?

For someone new to the concept, the most important of these questions may be the last. The surprising answer to “How much content do I need?” is: One piece.  

One piece?  Yes, your content marketing strategy can start with one white paper, one case study or even a simple checklist.  Although I’m in the business of crafting compelling documents, I’ll be honest and tell you that you don’t need a vast library of content or a fast flowing stream of the stuff.  One quality item is all you need to get rolling.  And with that fact in your back pocket, the whole idea seems a lot less daunting.

Your company has significant expertise in a particular field - writing software, providing a service, manufacturing widgets.  It must, or you wouldn’t be in business.  When you bring a new customer onboard, you share that expertise with them, often verbally and informally.  Now imagine that you work with a writer to get that information down on paper.  It becomes a set of best practices for preparing to implement your type of product, for example.  And instead of holding it in reserve for clients, you post it prominently on your website or let visitors request it through a contact form.  

This information is useful to the reader whether they go with you or someone else.  By making it freely available, you begin to establish a reputation as an authority in your field.  And just as importantly, you show website visitors that you’re generous, selfless (as selfless as a business can be, anyway) and eager to help them succeed.  All this from ONE piece of content.  

Will more material down the road lead to more engagement?  Absolutely.  But the point is you don’t need to wait until you have the time/energy/capital to implement a full-blown content generation schedule.  You can get started with a single piece - easily, right now.