How To Engage In Content Marketing Like the Big Boys Do

Here’s a terrific opportunity to educate your customers in a big way and at the same time show your expertise. Write an eBook on your specialty. This doesn’t have to be the size of a novel, it just has to be rich enough to cover what’s important for them to know. It gives you the opportunity to put any myths to bed as well. If a customer takes your eBook, you then have their undivided attention. They are actively seeking the information you are providing. Ebooks are great because not only are they typically a quick read, you also have the ability to put live links in place to bring in other resources for them to enjoy. Maybe send them to your website for more information.

If you move into eBooks you are actively participating in content marketing. This type of marketing is hugely influential online right now. Content marketing is massively desirable to the search engines. Ebooks are fresh valuable content. You can use it in so many ways. If you’re trying to grow your list, you can use it as an email harvester. Offer it to customers who give up their email to possess it. You can use it to influence the way people view you. It shows your authenticity. I try at every turn to show customers what I know and how it can help them.

Once you write one eBook, I can assure you, you’ll write more. There’s a large payoff, when people care about what you say. We all have an audience, most of us are unaware. Take the benefit of a doubt and try one small eBook. Email it to all your existing customers. I think you’ll be pleasantly surprised by the outcome. It will show your thought leadership. They will appreciate the education. Many I’m betting assume what you do or at the very least under estimate the full extent of your services. Consider an eBook for each service. Develop it into a series.

If you also do public speaking having an eBook, to draw attention to, gives your listening audience a reason to visit your website. Direct them to a landing page where they can get your latest eBook for FREE. On the front end make it look like the cover of a book. The graphic and message should resonate with whom your speaking. If you get enough ebooks together over time, you could put them all together and do a hardcopy book. I call my book of tips – “101 Branding Tips.” I refer to it as my 114 page brochure. (http://www.edroachbrand.com/) it’s unconventional but is always well received. As content marketing suggests, it’s all about valuable information that customers are looking for. It all follows the mantra of give before you get. NEVER use this platform to sell directly. As you write your content, try your best to not write an ad. It’s tempting, but i suggest you resist the urge. Once you first experience the reaction to authoring content, it’s value will be apparent. 

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on Amazon.com and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.