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Why You Should Try Content Marketing

It will help you to build trust among consumers as an authority in the marketplace
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What do you sell? If your answer is boats, you’re not thinking big enough.

The answer I’m looking for is trust. Especially for big-ticket items, you are selling trust. You are selling the belief that you are a skilled, knowledgeable professional who will help your client safely navigate the complicated journey of buying or selling a boat. You are selling the belief that you will consistently keep their best interest at heart, give them a great deal, and make the process seamless and enjoyable.

How do you sell trust? A large part of the process has to do with the manner and frequency with which you show up to the world. One way to achieve this is with content.

Why Content Marketing Matters

According to the Content Marketing Institute, “content marketing brings in three times as many leads as traditional marketing and costs 62 percent less.” Content marketing is a customer-centric approach, aligned with providing value to your target audience. It lets you cross-promote your business through multiple channels.

For example, a post on your Facebook business page linking back to your website is intended to grab the attention of a Facebook follower and drive him or her to your website to learn more about your business and, hopefully, see a call to action. To maximize your exposure and results, you need to post content to all channels of your digital footprint: your website, social platforms, email marketing and so forth. You may or may not hear your phone ring upon publishing your first piece of content, but if you create and promote it effectively, you’ll potentially gain notice, admiration and respect. If you do this enough, you’ll inevitably gain clients. I speak from experience.

For every brand out there, your content is your value. What you share with the world shows your clients and prospects the reasons to do business with you. The more content you share, the more value you provide. You gain visibility with your target audience, and you build trust as a resource and an authority in your industry. The more you show up as an expert, the more credibility and legitimacy you build.

Value-driven content is big for 2022. With an overwhelming amount of information online, people are cautious about what kind of content they consume. When you are marketing to a small population of boat owners, buyers and enthusiasts, you have to make sure you stand out from your competitors. You need to provide valuable content that affects and improves their lives.

Videos are the most effective method to get your message across. They create an emotional response and connection. Most people prefer video to text on a page, because most people are highly visual. Especially for the marine industry, where you’re selling a lifestyle, video content is perfect to keep your audience engaged.

Consumers also care about sharing values with the people and brands with which they interact. They care about brands that speak genuinely about social responsibility. One recurring theme I see in the industry — and for good reason — is sustainability.

How To Get Started

There are three content marketing must-do’s. First, you must be consistent. Like most things in life, you need to put in the time and effort to yield results.

Second, create a plan that allows your content to work harder for you. Include links from each piece of content back to your website to promote your contact information and business.

Third, switch it up, review results, repeat. Your content should be a mix of visuals and text, videos, infographics, a carousel of images. See which type of content your audience engages with most, and keep it up.

Some ideas to get your started: a video walkthrough of a boat listing; an interview with a partner or boss; a review of a product; a digital flyer for an upcoming event; a Q&A with a first-time boat buyer; a post with an update about your business or company; an article that you enjoyed; a blog post about your favorite destinations to visit; a testimonial from a happy client; an interesting industry-related quote.

I’m sure you’ve heard the phrase “content is king,” published by Bill Gates in 1996 on the Microsoft website. I prefer the adapted phrase “content is the kingdom.” It is everything we consume, and its importance is vast, especially for your business. 

Becca Eisenberg is the founder of ex.plo.re, which helps yacht brokers with online lead generation and brand management.

Becca Eisenberg is the founder of ex.plo.re, which helps yacht brokers with online lead generation and brand management.

This article was originally published in the June 2022 issue.

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