by CHERYL GNAD on April 11, 2013

content marketing



Most of my clients want me for the social media manager or just a social media FB/Twitter/LinkedIn platform set up and call it good. Or they usually think that they can just hand it off and be done with it! No! They need to be partners with me! Why? Because they provide me the content that is THEM and which feeds their customers! I don’t come into their business marketing strategies “all-knowing”! I don’t know their culture. I don’t know their “science” of their business. I don’t know their ways of relating to their customers! This is where Content Marketing is key to their social media/internet presence! (Learn more about blogging in Blogs! Keep Them Coming Back For More!| Developing Quality Blog Content.)

So how does a business partner with me or do their social media (without me) and make it work? Most of them haven’t even considered the need for a blog! What is that really? It is a way to share important and needed information about your business. Information that YOU know that your customers want! NOT what YOU want to share or think they should know, but what THEY want to hear! If your SALES SPECIAL is your need to get rid of old product but your clients have no need of it, don’t put that out on social media! It won’t sell. If you know you have customers that buy a product but maybe only in its season, they might be interested in a bargain and will buy out of season. If so, then YES post it out on social media. Content marketing means you are providing your customers an additional FREE service – the attainment of great information to go along with a sale or future sale!


Businesses are ready to do the social media marketing, but assume it just needs to have a Facebook or Twitter post every once in awhile. However, social media is about people and not just a bulletin board service. When was the last time you had a conversation or even read a bulletin board!? Ever? That is what will happen to your social media too, if you treat it as such. Make social media your tool to reach out to others and touch their lives! Relate to their story – not yours. They are talking about family, news, friends, milestones, weather, pets, habits, home, school, food, business (HUH?) – do you have anything in common? Of course, you do! Engage with them on that level! Then …..

Start to talk about YOUR business, YOUR passions, YOUR news, etc. First you listen to them, and then you share about you. Content marketing begins at this point. “NOW? Rather than sooner?” you ask. Yes. Why so much later? Because you became a regular “friend” in the social media world.  They see your posts, and now you can post your BLOG information. Your blog will fulfill a need that they have. You learned about what they needed because you listened to them in your social media. Your social media was a listening tool, not the BULLETIN BOARD, remember? Social media then feeds on YOUR BLOG and you can share that content into your social media channels.

“Content forms the basis of your social media strategy, without great content, your social media platforms are worthless and people will not follow or engage with your brand on Twitter, Facebook or any other social network. Content marketing materials should always be produced with social sharing and engagement in mind and social media user behavior should influence your content streams and strategy.

Content Marketing using social media will also deliver on user generated content, linked to positive word-of-mouth sentiment, earned media and fan/advocate community building. The rise of the hashtag as a tool to index and contextualize conversations around brands presents limitless opportunities for brands to hold engaging conversations and emotional moments with customers.” ~ Ryan Northover, of SocialMedia Today (Top 10 Reasons You Need A Content Marketing Strategy)


Note the words “emotional moments”! This is profound! When you are able to reach out to your customers emotionally, you are in a valued relationship. Your audience will relate to you and when they need your services they will come to you over someone they just met or at an open door on the street. They won’t care about what your price is – they WANT to do business with you. Also, the word of mouth will be directed back to you. YOU will be the BUZZ!


My brother-in-law, Johnny, is a great example of where he puts the needs of others first and how he values the relationships of those he serves. He doesn’t have a social media presence to make these relationships, so he does it all via phone or in person. But he made the relationship happen! He works with fur buyers, trappers, and outdoorsmen. Many of the trappers in the area go to him to sell their furs to him or to buy his supplies. He goes 2x a year to Minnesota or Canada to sell a truck load of furs to the fur buyers there. He tells his trappers that he will take their furs – dress them, stretch them, freeze them – and haul them up to the fur buyers for them. He doesn’t charge them for this. Most of them are small catch trappers. No one else does this. Johnny does. His fur trapper customers noticed. The word has gotten around now, so because Johnny pays a fair price for the their furs  or offers to haul them up to the sale for free,  they all prefer to buy their supplies from Johnny rather than from someone else who sells the same supplies noticeably cheaper. They TRUST Johnny, LIKE Johnny, and prefer to do business with him altogether. The WORD is – do business with Johnny. Johnny gets the BUZZ or Word-of-Mouth advertising or endorsements. They come to him for all of the supply purchases now.  He is profiting – IN THE BLACK PROFITING! – too, because of it!


The power of content marketing is to give to your customer what they need. It provides critically needed information, builds trust, creates lead generation, makes you the leader or expert, and makes your customers love you. Provide the content that helps your customer to make his decision with understanding and ease, this puts them into your sales funnel and then eventually, he will come to you for the purchase.  Loyalty makes CENTS/SENSE! $$

Stay connected with me.

Social Focus by CG is dedicated to helping you, the business owner, to grow your online presence and to be an influencer in your own “community” of followers. Social media marketing is a great tool to master in order to spread the news about you! If you need help or guidance – contact me through the links or comment box below or register for the monthly FOCUS On Your Business newsletter using the registration form in the right-hand column. You will also find me on Facebook and Twitter, links listed below. I’d love to chat with you too! Let’s explore what will make you great!


pro shot of Cheryl Gnad http://www.socialfocusbycg.comCheryl Gnad, of owner/social media consultant with Social Focus by CG, offers coaching and consulting for small businesses looking to incorporate social media into their advertising  strategies. Helping businesses make the relationships with their customers and where their customers come back for more. She helps you “Be Seen! Be Heard! and Be Found!” She is a self-developed business owner, especially in industries as health and wellness, travel, and direct marketing, and especially as a social media manager trained by Kate Buck Jr., Amy Porterfield, and Sandi Krakowski. Follow her on Facebook at Social Focus by CG, and other varieties of social media!



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Written by CHERYL GNAD


Cheryl Gnad, of owner/social media consultant with Social Focus by CG, offers coaching and consulting for small businesses looking to incorporate social media into their advertising strategies. She is a self-developed business owner, and a trained social media manager with names like Kate Buck Jr., Amy Porterfield, Kim Garst and Sandi Krakowski. Follow her on Facebook at Social Focus by CG, Twitter@SocialFocusbyCG, and on Linkedin.

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{ 1 comment… read it below or add one }

Lynne April 15, 2013 at 9:35 AM

The power of content marketing is really great. Thanks for your insight and tips on how to get a hold of your clients and make them stay. Social media has become one of the tools to make your business work and knowing your way is your path to success.


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