This is a guest article by Katie Rychener, the Marketing Management & Financial Literacy Teacher, Cooperative Education Coordinator and DECA Advisor at Bellefontaine High School. She has earned a Bachelors in Family Resource Management and Consumer Affairs, The Ohio State University (2004), a Masters in Career and Technical Education from Wright State University (WSU, 2010) and an Instructional Design for Online Learning Certificate from WSU (2014). Presently she is pursuing a Masters in Business Administration at Ohio Dominican University. Katie is also an adjunct at WSU, where she currently teaches hybrid courses. Katie has a passion for Marketing that she shares every day with her students. This passion originated while working in the promotions department for Clear Channel Radio, Infinity Broadcasting and NBC 4 in Columbus, Ohio.
Have you ever found yourself as a consumer going back to the same source over and over again because you felt like you learned something new and exciting each and every time? Have you ever said to yourself as a business owner or operator, “Wow, where did my competitor come up with all of this great information to share? How can I do the same thing with my business?” Look no further, this is your quick guide to an emerging technique: content marketing.
At its core, content marketing is the concept of educating your consumer first and selling second. As a sales person, your first question might be, “What?” Have no fear, sales will be near. It’s kind of like the idea of building a relationship: first comes love, then comes marriage. Just give it a little time, and the customers will begin seeking you out on a more regular basis.
Content marketing’s purpose is to attract and keep customers by consistently creating valuable information with the intention of changing the behavior of the buyers. Ultimately your goal is to make consumers more intelligent, turning them into loyal customers. What is the benefit of putting together all of this information? It’s like a connection to a favorite teacher, one you feel like you learned the most from. Did you just have a teacher’s name quickly pop into your head? Once we find knowledge that interests us, we can recall its source quickly. Content marketing will have your buyers quickly recalling you.
Here are some examples: You are a new local cosmetologist. You love to create new hair styles and updos to make your clients feel their absolute best. But your marketing budget is tight, and you don’t really know where to go to start generating new leads on clientele. Don’t over think it. Share some great content. Develop a style tip or updo of the day and start sharing it on your social media accounts. Then invite your current clients to “like” and share your tip. Soon you will have followers itching for your next update, and you are making your current and potential customers happy because they are becoming more style savvy.
Let’s say you run a small restaurant and you want to encourage new business. Don’t give out a coupon with your receipt, give content. Share a weekly recipe with your guests, one of your favorites. Chances are if you like it, they will too. This may seem like giving your secrets away, but these freebies create positive buzz in the marketplace, and once consumers start testing their cooking talents and it tastes good, they’ll be back for more.
So now that you know a little more, are you curious where to start? Set up a monthly calendar and determine a jumping off point at which you are comfortable, maybe a tip of the week, and branch off from there. Be cautious in linking all your social media together for content sharing. Your friends and followers might like you a lot, they may even love you; however, if you say the same thing over and over again, even they can get tired and request a breakup. Reserve only the most important information for those special occasions to share across all media. Otherwise, mix it up and give your current and future customers a reason to check you out again and again.
Are you curious about content marketing? Give Bellefontaine High School DECA the opportunity to help you strategize for your next marketing plan. Contact us at 937-593-0545 or email Rychener@bellefontaine.k12.oh.us. We would love to utilize your business partnership as an authentic learning experience for our students.