It's Not About You

I'm a big proponent of content marketing – which means using free information products (articles, speeches, books, comic strips, newsletters, podcasts, blogs, whatever) to build your brand and promote your professionalism and expertise.

People like to buy from people they know. People buy from people they trust. Content marketing helps you overcome these two fundamental obstacles – to get known and trusted. You show you know – and you show you care.

Anyone can do it. The photo at right, taken last month in Bellville, Ont., shows how easy it is.

Instead of promoting the company’s wares, or the latest half-price sale on cat-flavored doggy treats, Loyalist Veterinary Hospital used its roadside sign to offer passersby useful and timely information. Reminding prospects not to feed Rolos to Rover is a thoughtful thing to do – and shows that these vets are interested in something other than making a quick buck.

Because content marketing is about producing information that’s important to your customers – it’s not about you.