Is content marketing vital or worthless?

Yes. Content marketing is vital. And worthless. This is because it’s the wrong question to ask.

A better question is what do you need to prove to your customers so that they can trust you enough to buy from you?

Don’t try to answer this question in terms of how can you persuade them or claims you can make. But do think in terms of what does the buyer need to realize to even consider what you have to offer. Don’t try to answer the question with a pleasant sounding platitude about how great you are.

Do you have to prove anything?

It is entirely possible that you have nothing to prove. If the customer knows what they want, knows where they can get it, knows it when they see it, and doesn’t care where they buy it from then they don’t need you to say anything. They may need you to show it to them. But if you’ve got it and the price is right they will buy it. This only happens with businesses that sell commodities. And publishing a lot of content can get in the way of the customer completing a transaction.

Helping the customer to decide that you are their best alternative

For other businesses, the customer needs to make a decision. And they need information to make it. But how much information does that customer need to determine whether you are their best option for getting their needs fulfilled? This will vary. If it can be explained in less than a page, then content marketing has little to contribute to the sales process. The content you need will help them complete their sales journey.

Helping the customer understand how to get their needs met

The larger the value and the more complicated the customer’s needs and selection process, the more information they need to understand that your offering meets their needs and is their best alternative. This is where content marketing comes in. Content marketing is how you earn their trust so that they will be willing to do business with you. The content they need helps them understand their needs and how to get them met.

Helping the customer understand why they should select you

For large value offerings with customers who have complicated needs, it’s not enough for them to understand how to get their needs met. They also need to understand why you are their best alternative for getting those needs met. Why should they select you?

The higher the value and the more complicated the needs, the more they need to be able to trust that you can fulfill those needs. It’s not as simple as you can help. You must prove your expertise. You must prove your understanding. You must demonstrate good judgment. It helps to prove that you have done it before and that your customers would do business with you again. Taken together, this is how you prove trustworthiness. Customers do business with those they know and trust.

This is where content marketing is vital

What you publish demonstrates that you know what you’re talking about. It brings in examples from where you have done it before. It shows new customers why previous customers selected you and how well it worked out for them. It shows the tradeoffs that must be considered and informs them of the options. It helps them not only decide, but advises them on every step of their journey. It earns their trust.

Content marketing isn’t simply proving that you know stuff. It’s proving that you know how to deliver.