Businesses are (hopefully) experts in what they do. Businesses also probably get the same questions over and over again. What a great opportunity!
Content marketing doesn’t have to be difficult. What it truly comes down to is providing readers with useful information. There are a lot of different ideas of length of blog posts, type, keyword research but a great start is just using what you already have. The same questions you get asked in person are also being used in search queries. What I would recommend is keep track of all of the questions you get asked and start answering them on your website. I would bet that if someone asked you a questions face to face, someone else will be googling it as well.
Why Would I Give Away My Expertise?
I already know the fear that business owners have when they think of answering questions in a public forum; “if I give away my information for free, why would anyone want to pay me”? We used to live in this world of protecting our secrets. Now, it is the greatest advantage you have to be able to prove to customers you are an expert. Let’s look at an example of what could possibly happen.
Let’s say you sell power equipment like lawn mowers and snow blowers and also provide small engine maintenance and repair. You create some videos and blog posts about common issues that could cause equipment not to start as well as how to properly maintain your equipment.
The Fear of What Will Happen
Someone will watch the video, do all the work themselves and buy any parts that are needed at another business and never give you a dime.
While the “fear” could happen, there is the chances are without that video they would have never heard of you anyway. They do the work themselves but now hold you in high regard. Not only that but when they may share it with a friends and your exposure grows. When people are in over their heads or just decide they don’t want to do the work themselves, who do you think they will turn to?
We all have the ability to prove our expertise and build our value ahead of time. I think we should embrace this amazing opportunity.