Marketing Blog | Addison Clark | Richmond, VA

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At Addison Clark, we work with clients in a wide-range of industries: healthcare, manufacturing, real estate, HVAC, finance…the list goes on. While these companies have very little in common, they all have the capacity of connecting with their customers through value-driven content.

Content marketing is about connecting with customers in a way that inspires, informs, educates, or entertains. This often looks very different depending on the company. Not every business will have a glittery, viral product, but every business has the capacity of connecting with their audience through quality content.

Blog posts, white papers, social media content, e-books, infographics, and case studies are all types of content marketing that can build brand relationships online. If you think your business is too boring for social media or your product is not interesting enough for the Internet, we’re here to tell you differently.

Here are some ways your business can put content marketing to use:

1. Try an unexpected format. If you’re struggling with an unattractive topic, counter balance it with a more intriguing format, like video snippets, GIFs, or boomerangs. Reimagining your presentation may be the key to getting your audience involved.

2. Share user-generated content. It may surprise you to know that you’re not the only one creating content about your business or product. In today’s connected world, conversations about you are happening online whether you know it or not. Use this content as a way to share visitors’ perspective of your business. Curating user-generated content is a way to develop a community around your brand and tap into a wealth of content.

3. Stop focusing so hard on the product. Let’s say your company manufactures a highly intricate gadget that 99% of consumers wouldn’t understand. Stop focusing so hard on the product and share what it is that product makes possible instead. Creating content that demonstrates the culture around your product is a great way to shed light on a subject that would otherwise be uninteresting to consumers. Try tip #1 as well to make it more relatable and compelling.

4. Be a source of information. As consumers, we’re used to having a wealth of knowledge at the tip of our fingertips. Nothing is more frustrating than having a question and not being able to find the answer online. Center your business as an industry expert on a topic by creating informative content that answers commonly asked customer questions. Quality content wins every time and will keep your customers coming back. It also helps to position your brand as an online authority on your specialized topic.

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