Content marketing refers to creating and distributing information of value to a clearly defined target audience. The term content refers to the information in articles that are created with the objective of providing value, establishing credibility and building relationships. Following are key points on content marketing:
- Provide Value – Information content posted for prospects and customers should provide valuable and useful information to the reader. Examples would be ‘How to prepare your car for winter’ or ‘How to prepare your car for a long trip’. Any posting should be easy to read, easy to understand and easy to use.
- Be Concise – Content postings should be able to be read and absorbed in 3-7 minutes. Bullet points are quicker and easier to digest than paragraphs. If a posting becomes too large it may be better to split it into more than one article.
- Establish Credibility – The objective of content marketing is to share expertise. Most vehicle owners don’t have the understanding of vehicles and how to maintain them that an auto repair professional has. The average vehicle owner will appreciate information shared with them on a topic they know little about. Content published on vehicle ownership should not only explain what to do but why it should be done.
- Use Graphics – The use of pictures in content posting will break up the text and make the content more interesting. Also, pictures can be used to communicate the purpose of the content.