3 Essential Questions to Get You Started with Content Marketing

As usual, mom was right. “Because everybody else is doing it,” isn’t a good answer. You have to know why you want to publish content — both in general and for each specific post. The most common answer is to grow sales and make money. In other words, to get leads and convert them into customers. But that’s not the only reason. Maybe you want to grow your own customer base by educating people who would currently not be in the market for your product because they don’t know what to do with it. Maybe you want to reduce help desk hours by putting answers to the most common questions and complaints online. Or maybe you want to strengthen your relationship with existing customers so that you’re not constantly having to troll for new ones. There really aren’t any “wrong” reasons, but you do have to know what your reasons are. Not only will that knowledge shape your content, it will tell you whether your content is working.

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