4.2.2 Content Marketing

Content marketing is about creating and providing relevant and consistent content to inform and educate your community on topics related to your unique service offerings.

Before you can get started you need to know your audience and their needs. If you are  clear about the benefits your services provide to clients, you are well on your way.

To start you may choose to focus on a niche market which takes less time and resources to connect with. Once your business grows, you may choose to market more of your services to tap into multiple segments of your potential market. Depending on your audience, you may choose face-to-face workshops, articles, blogs, webinars or video clips to disseminate content. Consider the following three questions as you make your content marketing strategy.

1. What do I offer of value to my audience?
Ask this question for each of your audience segments.  Some examples of information you audience might want:
- up to date scientific findings e.g. specific on parenting practices
- how-to guides, self-assessments or strategies for home use e.g. how to cope when a family member is diagnosed with a chronic illness

2. How often should I connect with my network?
With what frequency should I release new content
- Weekly 250 word blog
- Monthly article commenting on  content published elsewhere
- Quarterly original article in a community newspaper
- Annual workshop

3. How will I distribute the content:
- How can I best reach my target audience/s
- Which media accommodate my timetable?
- Should I use a combination of media?  If yes, which ones?

Consider enlisting the help of a friend who knows about promotion or marketing, take a workshop or hire someone to help you set up some templates and get you started on the right track.