The process if content marketing is remarkably simple and yet counterintuitive.
It is the process of writing blog posts and articles that tell others what you do so they can do it themselves. If you are a graphic artist, you tell them how to create graphics. If you are a lawyer, you tell them about law. If you are a plumber, you teach people how to plumb (the depths of their souls?).
How does this make sense?
Won’t this ruin your business? Won’t people learn everything there is to know from you, and then do it themselves?
The short answer, is no. And the explanation that follows is also a general response to people who are afraid that others will steal their ideas and therefore don’t tell them to anyone.
Why won’t teaching others about your knowledge hurt your business?
Because we both know that your success, your career, what you bring to every meeting with a client, is not just knowledge.
Your personality, your skills, your creativity, your experience. A lot more than just your knowledge is condensed between your ears and expressed through your fingers.
Yes, knowledge is a booming industry, which is why content marketing is such a booming topic in today’s marketing world. People are looking for solutions to their problems, and your well-written and informative blog posts can be the ones that solve those problems.
There will be some people that will take what they need from you and move on.
But there will be many others for whom your post will do exactly what it’s supposed to do: connect the reader to you, establish you as an expert, and help them realize that you could provide them with a much better solution than they can provide for themselves.
In today’s day and age, it is impossible for one person to do everything themselves. Everyone picks one specific niches and specializes in them. And the society as a whole trades off – you teach a doctor inbound marketing, and he cures your ingrown toenail (hint: one process is a lot less painful than the other).
So by all means, keep sharing your knowledge with the world. You will be giving to others, establishing your credibility, and in the long run will benefit from delighted, grateful clients who recognize that you can do your job much better than they can.
Even after you tell them how you do it.
Would you like me to write for you?
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