Content Marketing for Business Owners: Understanding the New Consumer

There is much to consider when starting or taking over a business: location, overhead, getting employees, paying employees and, last on the list, figuring out how to pay yourself. How does a business owner make this all work?

It starts with getting customers.

desk, keyboard, mouse

The New Consumer

Marketing has been around since people began selling things. At its core, marketing is the act of a business making itself known and connecting with potential consumers. A unique challenge for the business owner is keeping up with the way marketing evolves over the years. It was not so long ago that placing an ad in the paper or having a welcoming storefront window was an optimal way to draw in customers.

But, thanks to the internet, consumers have changed. So much of marketing happens online, before a customer sets foot in (or clicks over to) your business. Companies cannot afford to market themselves just to market themselves. Business owners now need to think of themselves as consumers: to truly get into the minds of customers and discern how they want to connect with you.

In this technological age, the question to answer is, “How can I create a real life connection digitally?”

The short answer: content.

The Big Picture

What’s the last purchase you made? How did you decide to make that purchase? Like your customers, you spent time Googling, reading reviews, researching the company or product and asking people about their experience with the product or company in real life. It’s a way to confirm that, as a consumer, you are making a good decision. This is why content is so important.

Today’s consumer wants communication. They find a real connection with a brand important and will go to great lengths to research before making a purchase. So it’s deeply important to communicate not only how and why you, as a business, are good at what you do, but to do so in a way that is searchable and relatable. This gives people the opportunity to learn about you before they decide to do business with you.

working, computer, desk

By creating and sharing content on the internet, you are opening the door to connect with consumers. Online content can take many forms: blog posts, videos, images, podcasts, creating recipes, social media, etc. It is the realization of your business in consumable form. It is words, pictures, sounds and videos that give customers a tangible way to learn about and connect with you. Content is not a new thing. Newspapers and magazines have been around for centuries. Businesses are just using it in a new way.

Let Us Be Your Guide

The idea of adding something else to your company’s plate can be an overwhelming concept. We’re a small business, so we understand. There so much to handle, day-to-day, as a business owner—and only so far you can stretch your budget. Resources and budgets vary, and we want to affirm that you shouldn’t have to spend an arm and a leg to see success. You can do content marketing no matter what the size of your budget and depth of your resources are.

Over the next few weeks, we’re going to be sharing tips and information on getting your content marketing strategy off the ground. We’ll help break down the various types of content available to you as a business owner, best practices and, in the end, how to set yourself up for success.

Check back next week for more content! (See what we did there?)

Are you ready to learn more about content marketing? Stay connected with Dish Works to find out more!

Photo credits: top, Life of Pix; bottom, Negative Space