How Does Content Marketing Attract Potential Customers?

If you’re a small business owner, investing in your potential customers is essential to the business. What if we told you there is a way to have potential customers constantly discovering your business? It’s called content marketing; it’s worth the hype and tends to be cost-effective. Let’s discuss what content marketing is all about and how content marketing attracts potential customers. 

What is Content Marketing?

Content marketing refers to publishing and promoting online content to inform, educate or entertain a target audience while bringing awareness to a brand or service. So, your content pieces should focus on being beneficial to the audience and less about explicitly selling a product. 

Content marketing is also an important component of inbound marketing and attraction marketing. Content marketing can include:

• Publishing videos on YouTube
• Posting blog posts on your website
• Creating content for your social media platforms

One of the great things about content marketing is that it doesn’t have to be expensive. That makes it doable for small business owners on a budget. As a matter of fact, Demand Metric says that content marketing costs 62% less than traditional marketing. 

In addition to that, content marketing is excellent at generating leads and sales. Demand Metric says, “Companies with blogs produce 67% more leads per month.” And not only that, for every dollar spent, content marketing generates around 3 times as many leads as traditional marketing. 

As you can see, content marketing is vital to the sustainability and success of your small business. 

The next question on your mind is how does content marketing attract potential customers?

How Does Content Marketing Attract Potential Customers?

There are several ways content marketing attracts potential customers. Content marketing attracts potential customers by: 

• Helping people find your business
• Keeping brands visible
• Encourages relationships between brands and consumers

Let’s look at each in more detail.

Helping People Find Your Business

Content marketing increases the visibility of your business. When you put valuable content on the internet, you increase the chances of potential customers finding your business. The good news is that your target audience is online. Demand Metric says, “80% of US internet users interact with social media sites and blogs.”

Key ways you can use content marketing to attract potential customers are:

• Publishing content that will help or entertain your target audience
• Promoting the content you publish
• Writing and publishing valuable blog posts
• Using hashtags on your content
• Utilizing SEO techniques for your content 

By creating content that specifically speaks to your target audience and pushing the content out constantly, you’ll attract potential customers. 

Keeping Brands Visible

Content marketing, when done right, is an excellent way of keeping your business and brand visible. The primary reason is that so many consumers are online, as we stated above. 

Therefore, when you find the social media platform that your target audience hangs out  on and create content they would love, that will keep your brands visible. 

In addition to that, you will have to be consistent. Not being consistent as a business is one of the biggest mistakes businesses make. 

The takeaway here is that publishing and promoting content that resonates with your audience regularly will help keep your business top of mind and visible to potential customers. In addition to that, if your content is valuable, people will share it, and your potential customers will come across it and probably interact with your business. 

Strengthens Relationships Between Brands and Consumers

Did you know that content marketing can strengthen the relationship between brands and consumers?

It’s true, both your current and potential customers want to consume your content. 

According to Demand Metric:

• 60% of consumers enjoy relevant content from brands
• 82% of consumers feel more positive about a company after reading custom content
• 78% perceive a relationship between themselves and a company using custom content 

If you develop and strengthen your relationship with your consumers, they will champion your business for you. That means they will not only share your content, but they will make content about your business, make referrals and encourage their friends and family to try out your business. 

In addition to that, if someone feels strongly connected to a brand, there is a good chance they will move from a potential customer to a customer. 

Tips on to Use Content Marketing to Attract Potential Customers 

If you’re ready to use content marketing to attract potential customers, follow these steps:

Create goals

You can’t accurately measure whether or not your content marketing efforts work unless you create measurable goals. Write down a list of goals that content marketing can help you accomplish. For example, one of your goals could be to get 100 subscribers in 2 months using your content. A follow up goal can be to turn 2 of them into customers every month. These are just examples, make goals that make sense for your business. 

Work on your buyer persona

A buyer persona is a description of one member of your target audience. Your buyer persona will include their age, location, hobbies, goals, pain points, and other essential details. 

Create valuable content

Your buyer persona will inform the kind of content you create for your audience. By knowing your audience, you can make the most valuable content for them. For example, if you know the pain points of your target audience, you can create blog posts, social posts, and emails that address their pain points. Your audience can turn into customers when you create services and products to fix these pain points, which you’ll use your content to promote subtly. 

Set up a content calendar

Creating content can feel time consuming and overwhelming if you don’t have a plan. By creating a content calendar, you won’t be scrambling to publish on all your platforms. 

Invest in scheduling tools

By having a scheduling tool, like one we recommend, you can schedule content weeks or months in advance so you can be consistent on your platforms. Consistency is key in content marketing.  

Work on engagement

Even though putting out valuable content is important. Engaging with your audience can improve brand loyalty. Engagement can look like replying to comments and DMs. This is a great way to turn your audience, which are potential customers into paying customers. 

Promote

A common mistake made by content marketers and small business owners is making content and not promoting it. Promoting content doesn’t always look like running an ad. Promoting content can look like sharing your content to your stories and repurposing across platforms. 

Next Steps  

If you’re interested in attracting your target audience using content marketing, download our Attraction Marketing Masterclass. Led by expert marketer Shanté R. Roddy, this video training will show you step-by-step how to leverage social media platforms to find and connect with your ideal customers. You’ll learn how to create valuable content that engages your audience, as well as strategies for targeting the right people on social media. So if you’re ready to take your business to the next level and build a pipeline of clients, get the Attraction Marketing Masterclass today!