One of the most misunderstood aspects of doing business online is the entire nature of it. Many businesses are still stuck in the 20th century where marketing is concerned. They believe that marketing is all about positioning their company in the market place. That is true, but online marketing is so much more than just market positioning. It’s content positioning.
So what does that mean exactly? Well, it can mean a lot of things to a lot of people. But in a nutshell it means that you’re in the content marketing business. You aren’t just marketing your business. You’re marketing your content.
Content is defined as anything that holds value for someone else whether they do business with you or not. That’s pretty well all encompassing isn’t it? I mean, an ad that simply says “Buy this widget” isn’t really content because it’s a sales message and that holds value only for you, the seller. But an article that explains the benefits of owning a widget like yours (sans the sales message) is content. So how does that benefit you, the seller?
It benefits you when the reader of your content has trusted you enough to visit your website (based on the value of your content) and decided to do business with you.
Your job as a business owner doing business online is to create valuable content. Make it valuable enough and people will do business with you because they trust you, like you, and want more value. That’s content marketing at its best.