Every business needs content. After all, content is how you connect with customers in the digital world. So, what type of content are you creating? Is it serving its purpose and working towards your stated goals? There are three categories of content that are especially important to startups and small business owners:
- Passive content: Web copy, tag lines, or your slogan. Your online presence. The basics about you and your mission.
- Outbound content: E-mail campaigns, ad copy, or your sales script. Compelling, call-to-action content to create awareness.
- Inbound content: Blog, social media, ebooks, or white papers. Provides value without expecting a return, with the goal of building trust.
The first two are about you, and the third is about your customer.
The first two are both important, but they are baseline activities. But the third one is your true upside, because it’s about a relationship between you and your customer.
So why am I such a strong proponent of content marketing? Because branding (Category 1) and awareness (Category 2) are nothing without trust (Category 3).
Thanks. This has made everything clear to me as a content creator.
Thank you so much for sharing such priceless value.