Estimated reading time: 3 minutes, 24 seconds

A common phrase among editors is “show, don’t tell”. This generally means, as a writer it is your job to show an idea you are trying to convey to readers as opposed to just telling them what you want them to think. The art of content marketing is no different.

As a content marketer you want to show how your product is valuable to consumers as opposed to just telling them that your product is best in class. Shoppers don’t want to be told- they want to be convinced. That’s where content marketers come in to play.  Through a wide range of assets such as blog posts; videos, white papers, and infographics; marketers create resources to show buyers why their product outrivals the competition, enabling customers to make a well-rounded decision. According to a blog post by Kur8 PR marketing agency founder, Julie Igorevna, the goal of content marketing is to provide “content that resonates, engages and delights customers from the moment they search to the moment they buy to the moment they become valued customers and advocates.”  Done correctly, content marketing has the potential to increase revenues and grow pipeline – setting the company up for future success.

In the paragraph above, I could have just told you that as a business you have to invest in content marketing to succeed. Instead, I attempted to show you the benefits of content marketing by describing what content marketing is as well as using a quote from a marketing professional. If done well, I piqued your interest and left you wanting to know more about how your company can benefit from content marketing. By including quotes and statistics in my marketing piece, I am showing the consumer that they don’t have to take my word for it, because I have facts to back up my claims.

The goal of an introduction paragraph is to draw in the reader. In a video aimed at selling a camera; the narrator may introduce himself as a photographer, listing his award-winning credentials. In those first few sentences he has conveyed his knowledge of both photography and cameras; letting the viewers know that they can trust him. If the camera is good enough for an award-winning photographer- a viewer may decide that it’s the right camera for them as well.

The middle of a content marketing piece is to show how one’s product can help a buyer solve their problem. A blog post marketing the same camera above, may explore different problems that photographers face whether it’s lighting, focus, or zoom. It will then go into detail on how the camera can solve these problems, making it easier for the photographer to capture that perfect shot!

The last part of any strategic content piece is the conclusion which reviews the asset. It states what the problem is that consumers are facing, and how their product can help solve them. An e-book may summarize the different features on the camera and how they can help solve the photographer’s problems.

If done correctly, the content asset will prove to customers why that particular camera is the best camera out there. While it may be more expensive then it’s competitors it comes with all of these extra features that makes a photographer’s job easier. Plus, a famous photographer not only endorses but uses this camera to capture the best photos. If the consumer wants professional-level photography, they should invest in this camera!

Content marketing isn’t just writing about the product, it’s a strategic way to convince consumers that your product stands out from your competitors. With so many products flooding the market it’s not enough to just boast that your product is the best, you have to show customers that is it. Whether you chose to do so through an infographic, white paper, or video; make sure that your content piece is acknowledging a problem and offers a solution on how to fix it. This will prove that your product is capable of meeting your buyers’ needs.

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Danielle Loughnane

Danielle Loughnane earned her B.F.A. in Creative Writing from Emerson College and has currently been working in the data science field since 2015. She is the author of a comic book entitled, “The Superhighs” and wrote a blog from 2011-2015 about working in the restaurant industry called, "Sir I Think You've Had Too Much.” In her spare time she likes reading graphic novels and snuggling with her dogs.

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