Do you sell saddles, trim horse hooves, make browbands or train horses? Perhaps you offer equine massage, repair horse rugs or customise horse floats?
Whatever your trade, this message is for you: content marketing is integral to your equine business.
But, what exactly is content marketing and how does it relate to you?
Content Marketing and Your Equine Business
Content marketing has emerged as one of the top digital marketing trends of 2015, and it’s set to continue as more and more marketers find value in creating content to influence their customers.
When done well, content creation does one thing better than traditional advertising ever could. It builds trust between you and your customer – and trust is the key step in closing a sale.
First, let’s strip away the buzzword term that is ‘content marketing’ and be clear on what it actually is and means for your equine business.
Content can be text or image, video or voiceover.
Common examples of content that we see and create at Archer Creative are informative flyers distributed at events, blog posts published online and shared on social media, and engaging and well-produced product videos.
The creation of content serves several important functions. It can:
- Create trust and build authority as your equine business is seen as helpful and knowledgeable;
- Compel prospects and repeat customers to buy from you as they learn more about the benefits and features of your products or services; and
- Encourage visitors to spend more time on your website or social media page as they find and consume interesting, entertaining or valuable content from your equine business.
Getting Started With Content Marketing
But, let’s be honest, you’re a busy equine business owner who may not have time to sit down and maintain a weekly blog like others do. Here are some simpler ways to get started…
Is your equine business on Facebook and Twitter? Commit to posting or sharing one-two posts a day, and make sure they mix entertainment and education.
Are you attending a trade show in a few months’ time? Take a look at your printed materials and be critical. Do they simply list off the features of your new product without explaining the benefits? For example, your new saddle may be made from lasting materials, but proper fit and easy maintenance may be more important to your customer.
Are you running an advertisement in a horse magazine next month? Have you approached them to ask if you can write an article alongside or be considered as a contributor? You may have some research findings or tips from an industry expert that would be interesting to their audience. Plus, demonstrating your expertise through a published article can be more powerful than a printed advertisement on its own.
Content marketing may sound complex, but getting started is easier than you think. The ultimate goal is creating trust and building credibility in the eyes of your customers to eventually move them further down the sales funnel.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.
