Selling without the intention of selling

Content marketing is a technique based on the creation and distribution of relevant and valuable content in order to acquire and attract the attention of a well-defined target audience, with the aim of encouraging them to become future customers. The aim is to convert the potential customer into a real customer.

Each entity may have its own specific objectives, but all those that make use of this strategy will have 7 fundamental points on their list:

1. Generate Engagement: establish a connection with users so that they prescribe and feel part of the brand.

2. Position the brand as a reference in the subject or sector that interests our target audience: we must ensure that the consumer identifies our brand above the rest.

3. Increase organic traffic to the website through relevant, interesting and original content: the idea is that the content produced generates a large number of visits to the website, and that they are not just momentary but are maintained over time.

4. Appear in search engines through these valuable contents.

5. Capture contacts that have the possibility of becoming a new client. If the potential consumer receives content that provides solutions or expands their knowledge, they will see you as a reference in your subject and will want to be part of your project.

6. Build customer loyalty. We must not forget about real customers, it is not just about attracting them, the key to offering attractive content is also to provide them with value through the message so that they stay and become loyal to the brand.

7. Generate sufficient revenue: finally, another essential objective will be to make a solid profit. Without profits there are no profits, and without profits there is no strategy that works.

It should be noted that Content Marketing is part of the Inbound Methodology, the most important digital marketing strategy today.

This way of advertising consists of capturing people’s interest without invading or interrupting their experience, leaving behind the traditional concept that comes to mind when we hear this word, since in this case it is not the brand that suddenly invades the consumer with an ad or a promotional email, for example, it is the consumer who, as a result of quality content, approaches the brand. In this way, the user does not feel that they are being sold something.

In short, content is the solution to a problem or need, which may even have been created strategically. Through content marketing we have to be able to sell the solution to this problem, without intending to do so.

To generate the valuable content we are talking about, in addition to making use of tools such as copywriting, it is important to have a strategy that hiles the planning, creation, distribution and measurement of the content, always taking into account the audience we want to reach and the objectives we want to achieve.