Content has always been king amongst marketers - or at least since 1996 when the term was first used in an article by Bill Gates.
By Barry Alt
Content Is KING And Why You Should Care
He stated that content was where the real money was, and 26 years later, content is still firmly in the ‘king’ position on the throne.
But, what does ‘content is king’ mean?
Well, without content, there’d be nothing to connect you to your customers. There’d be no lifeline attracting interested parties to your aftermarket shop’s website.
Content or content marketing focuses on the client, and it always has. It highlights how businesses will help their audience and nurtures relationships with prospects.
Today, we’re going to show you exactly why content marketing is successful and why it really is the ‘king.’ We’ll also let you in on a few tips about using content to your advantage as an aftermarket automotive restyling, restoration, race, and performance shop.
Why is content king?
Many people will argue what the most crucial aspect of your website and online presence is, but without content, you’d be a bit lost online.
Content helps you connect with your audience, builds awareness of your company and brand, and it encourages people to check out your products and services.
90% of consumers who engage with your business expect brands to provide quality content to their audience that answers a question or addresses an objection – don’t let them down! If done correctly great content will help with customer acquisition as well as retention.
Here are four reasons why content is truly the king of the marketing world.
1. Content builds relationships with prospects and customers
Great content builds strong relationships with your prospects and customers; the stronger the relationship, the more likely your audience will want to work with you and come back again and again. People like to work with those they trust. So, if they already have a relationship with your brand and associate you with positive emotions, they will convert.
High-quality, valuable, and informative content will also improve your brand’s reputation and enhance your online credibility. This will also help people see you as an expert in your field.
For example, if you post image and video content and put a face with a name, you’ll easily connect with your audience by showing them there’s real people behind your brand.
One of our clients that does an exceptional job at this is Level 7 Motorsports from Marion, IL. Owner Jesse Vaughn records and consistently posts videos on YouTube and Instagram showing what’s happening in their performance build shop. He shows how they perform specific tasks, discusses new product updates, reviews the projects they’re working on in the shop as well as what’s happening with their very popular C10 autocross race truck.
Jesse shoots the videos free hand with a GoPro and includes members of his staff in the videos from time to time helping to put a face to the name making a personal connection. This has resulted in Level 7 building trust, Jesse being seen as an expert in his field and building a strong following; best of all loyal repeat customers.
Improving your reputation and keeping your previous customers happy with a continuous supply of quality helpful content will also improve the chances of repeat customers.
What kind of content improves your customer relationships?
There is a lot of content you can create that will improve your relationship, but some of the best types of content include:
- Step-by-step
- How-to guides
- Shop tours and project updates
- Up to date project photo galleries
- Visual content like informative videos
- Personal content, including behind-the-scenes and progress pictures
- Entertaining blogs with educational value
- Content that is authentically you
- Content that includes your clients and staff
Pro Tip: Always post relevant content to your website and social media. Content that doesn’t have anything to do with your company could turn off your business prospects instead of helping you get them on board. Adding a bit of personal content like a vacation trip to decompress or team none work event now and then will help people know you at a more personal level but keep it to a minimum.
2. Content improves brand recognition
By creating good content, you can easily establish your business as a trusted and reliable brand online.
The more you post online and engage with your audience, the more people will recognize you, your company and your team. Word will spread about the badass auto restoration, race, restyling, and performance products and services you offer.
But how do you use content to boost your brand recognition?
By being consistent!
If you post regularly and consistently, you will start spreading more and more awareness about your brand. If all the content you’re uploading is high-quality, educational, and entertaining, you’ll quickly improve your brand recognition.
NOTE: Keep in mind that when we say high-quality we don’t mean that you have to go out and hire a production company and edit each piece. For social media, off the cuff informative content shot with a good quality camera or smartphone will work and is what people are used to seeing on social media.
Pro Tip: Having an easy-to-read and recognizable logo also helps improve brand recognition as well as company colors. So be sure to use them consistently across all your content.
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Please head on over to the Motorhead Digital Blog for the rest of this article.
The Motorhead Digital team are digital marketing expert with over 25 years of experience. They’re focused on supporting automotive aftermarket restoration, performance, and race shops. Their signature Site, Location, and Maximizer™ programs will supercharge your digital marketing including website design, social media, SEO search engine rank, content marketing, and your entire online presence so you attract better leads who want to spend more money with you. You can reach Motorhead Digital at (585) 766-9785, via email, or online at MotorheadDigital.com.
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1191 Garnsey Road
Palmyra, NY, 14522
(585) 766-9785
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