Latest posts by Mark Masters (see all)
- Own Your Content Channels (Why Email Is An Old Friend) - December 12, 2013
- Should I Give Content Away Free (Or Keep It In Storage)? - December 9, 2013
- Talking Content Marketing – Sonja Jefferson Interview - November 28, 2013
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When your audience sees you as a trusted provider of information, the whole game changes.
Look no further than last summer when Martin Lewis, creator of MoneySavingExpert.com and the peoples champion of all things consumer, sold to price comparison website MoneySupermarket for £87 million. To stand for people’s rights, rather than penny pinching, and being a source of information helped position this brand as a trusted consumer powerhouse.
No matter what industry you are in, when you understand your marketplace and what they want you are then positioned as a trusted source of information.
The One Thing To Remember
To keep things in a simple formula:
Information + Understanding Audience = Industry Expert
This isn’t about broadcasting a message in the hope that someone will listen, but the promise of providing content that your audience find of value
Stats Prove It
A value first landscape is becoming all too apparent. According to Earnest Agency, 72% of B2B buyers are most likely to share useful content via email. The premise is simple, if you provide something to people that is intended to make their lives easier/better/quicker/simpler/happier then the chances of your product being regarded in higher esteem than your competitors is apparent.
Providing information that others share is the nirvana that we’re all reaching for and takes customer understanding to a new depth and to strengthen the relationships that we’re looking to build.
You Can Be The Trusted Source
We all have the ability to produce highly focused information, whether in print or digital format, that targets the needs of customers and prospects with whom you want to build long-term relationships with.
To be regarded as a reputable and trusted source of valuable information, means you take special place in the hearts and minds of your audiences, a bit like the route MoneySavingExpert.com took and the value MoneySupermarket saw in what this brand represented.
