If there’s one thing I’ve learned over the past 10 or so years of helping people with online marketing is that people have a lot of questions, and I spend a massive amount of time on the phone and on the web answering these questions.
Yes, I’m compelled to help people understand the power of content marketing and the impact it has on generating new leads and sales for business owners.
It wasn’t until recently that I realized something spectacular about this back and forth, question and answer dialogue that was absolutely consuming me. And heck, I don’t feel too out of touch with this form of “teaching” because it’s exactly how Socrates taught his students.
In fact there’s a name for it… it’s called The Socratic Method.
Another amazing thing I discovered is that the greatest moments of advancement, the most profound upward swings of momentum in my business, occurred when I took the time to listen to someone’s questions and concerns, fully understood what they were asking or frustrated with, and then put 110% of my knowledge and effort into helping them.
Something amazing happens each and every time I invest in someone like this. I always walked away with a devoted fan of my business, a new level of trust and authority, and a new repeat visitor to my website who was active and anxious to read more.
And guess what… these people also end up becoming the highest quality, and most profitable clients I’ve ever experienced – without question!
What the Bible teaches us about success and content marketing
Now, before you go on and start thinking that content marketing is a new concept, and something that has only come to light since the age of the internet, blogging, and social media, let me take you back about two thousands years to the time when Jesus was walking on earth. And specifically, let me take you to one of the most historic moments, most historic teachings, and as some people call it, the most powerful message ever preached in the history of preaching, what is referred to today as The Sermon on the Mount.
In case you aren’t sure what I’m talking about, take a moment and read Matthew chapter 5.
Ok, assuming you just read Matthew chapter 5 (which I strongly recommend you do because it will help you understand the context of what I’m about to say), notice that Jesus saw the multitudes, went up to the top of hill, and then started to teach. Notice what Jesus did here – he started to teach. And this “teaching” has been inscribed in The Bible and has lived on, and thrived, for over two thousands years.
Even to this day, The Sermon on the Mount is one of the most referenced pieces of scripture in the entire Bible. Not to mention millions of people worldwide who turn to these “teachings” in the Bible for encouragement and hope, each and every day.
It might be a bit of stretch to say that Jesus was the first content marketer, but I can’t ignore the principle at work here and how it ties in to the value of content marketing. Jesus taught valuable lessons that day on top of the mountain, lessons that have lived on throughout the ages. And through His teachings, He was able to build his “authority” and his following here on earth.
Wow… imagine what would’ve happened if the internet (YouTube, Facebook, Instagram, etc…) existed back then!
The point of all of this is to shed light on a valuable lesson. If you want to establish yourself and your business as THE authority in your market, then you don’t really have a choice – you have to become a teacher. You have to start sharing your knowledge and expertise freely on the web in the form of written content or video. And the content cannot come from the angle of “selling”, but must always come from the angle of teaching. That way, when someone lands on your website after searching in Google for a particular keyword phrase, they are presented with an article that actually teaches and addresses your customers questions and concerns.
When you take the time to care about your customers, and provide content that addresses real world concerns, you’ll be amazed at the impact you are having on building your brand your brand, increasing traffic to your website, and generating new leads and sales. As you share content that legitimately answers questions and addresses concerns, and is transparent and honest, people will begin to trust you and attribute authority with your business. This trust and authority will then start to pay off in the form of referral business, new business inquiries, and long term faithful clients.
Ask any business owner that has long term repeat clients, what it is that keeps their clients coming back. I guarantee you it always boils down to establishing trust with customers, and being honest and transparent.
Or, go back and read Matthew chapter 5 again and learn from the best!