When we started Four Oh Seven, it was because we wanted to build as business based on something we really love: branding, strategy, and design. We were thrilled at the idea of helping rad small businesses who were as passionate about their craft as we are about ours. What we weren't super excited about doing, even with our backgrounds in advertising, was getting out there and selling ourselves.
When you hear "making sales" or of traditional, promotional tactics, it can just make you feel icky. And we didn't start this business to feel like sleazy salesmen! And we doubt you did either.
This is why we LOVE content marketing.
"Um, did you just say marketing? That sounds salesy. And gross." While content marketing sounds pretty stuffy, the concept of this awesome sales tool is inherently super un-salesy. Using content to engage, teach and inform your audience is a powerful sales tool, because it doesn't feel like sales.
Content marketing is all about giving. And giving more. And giving MORE. Oh, and giving that away for free. Yes, for free. Much like this blog you're reading now or the awesome podcasts you probably listen to regularly.
One of the biggest struggles for people with content marketing is what I like to call the "secret recipe" mindset. You've probably seen it before if you watch Diners, Drive-Ins, and Dives. Some cute little granny in the back kitchen is sharing how she makes this amazingly greasy looking food plainly until she gets to the "secret sauce."
While I understand the sentiment behind the mindset, I just don't believe in it.
The more openly you are sharing your knowledge and expertise with your audience, the more you will get back. There's a fear that if you're giving away too much, people have no reason to buy what you're selling, when in fact the opposite is true! Content marketing makes you likeable. It proves you know your shit. And makes your audience trust that when they buy into you, you still have SO much more to share.
But, content marketing isn't just for making sales. The content you produce and share with the world grows and shapes your brand.
When you are creating and sharing authentic content, you are growing into you brand's voice. Your content gives you the space to experiment and grow. It's how you share your brand story, connect, and engage with your dream customers.
You can use content marketing to make your brand's purpose, values, and unique perspective clear to your audience. The more often you are putting the pillars of your brand in the forefront, the more you will start to fall into your true niche and truly attract your ideal audience.
Do we have your attention about how important content marketing can be to your biz? Good. Because tomorrow we are sending out our latest Inbox Workshop, and it is allllll about creating killer content.
Inbox Workshop 04: Content Creation
Join our monthly newsletter where we focus on helping you to implement your brand in real life. This month we're talking about content creation.
01 — Video Lesson
We'll share our expertise on each subject in 10-20 minute video lessons.
02 — Workbook
Each lesson has a workbook filled with exercises to help you take action.
03 — Slack Community
You'll be invited to join our community where you can ask questions.