inside FEATURES
The age of content
By YAFIT DAVIS, founder of Your Business Development Team
COMMUNICATIONS & MARKETING
marketing How to produce engaging communications
confusing. For a small business owner there is so much choice out there that growing your business has become even more time consuming, costly and confusing. I am told that we now live in the age of social selling,
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defined as the process of developing relationships with your prospective clients. This process often takes place online and particularly via social media. This process, referred to as ‘content marketing’, often requires the creation of content which in order to develop relationships must be engaging and relevant. Gone are direct, pushy sales messages, now we all need to demonstrate how helpful we are in order to attract customers. Content marketing can be difficult to get your head
around, whether you are in sales and marketing or a business owner. By definition it covers lots of disciplines, from b2b content creation through digital content creation to content engagement tools. This in itself is enough for anyone to switch off, let alone people who may not be that interested in the first place. Still, if you were to embrace this into your sales and marketing strategy effectively you need to create authentic communications. Why so? Because your prospects are much more likely to be attracted to them, thus increasing your brand awareness and potential enquiries. I am sure that many business owners could generate genuine information about their areas of expertise but will this information be engaging for the reader? That would depend on two main factors: 1. The subject matter 2. Your target market Regardless of your subject matter you need to concentrate on being helpful and cover topics which
24 insight MARCH/APRIL 2017
or the past 15 years I have worked with a large number of business owners who find the world of sales and marketing frustrating and
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