Oftentimes, the biggest successes in business come about in ways a leader could never have imagined — through serendipitous opportunities that create unexpected connections.
The only problem is that if we wait for these serendipitous moments to arise on their own, they may never appear.
Content marketing has a way of putting businesses and business leaders “out there,” allowing you to cast a wide net of likelihood that your writing will impress the right client or your insights will resonate with the right influencer.
To give you a better idea of what we mean by “serendipitous opportunities,” below are five unexpected benefits of content marketing that we’ve witnessed firsthand.
The bottom line: Content marketing provides you the opportunity to connect with a wide audience of people you may not have reached otherwise.
Whether an article lands you a new client, a LinkedIn message, or an increase in your company’s blog traffic, positioning yourself as a thought leader increases your chances of encountering those serendipitous opportunities that are crucial to building a business.
Serendipity, Defined - n: A "happy accident" or "pleasant surprise." The fortunate mistake of finding something good while not searching for it.
Still, serendipity doesn’t just come about because you’ve written articles. To truly garner the benefits, there are a few elements you need to incorporate in your content strategy.
It puts soul behind your words, showing your readers that there’s a real, passionate person behind that expertise.
Respond to comments, thank your Twitter followers, and comment on other people’s articles. Doing these things opens up the line of communication between you and your potential followers, and it establishes a true connection.
Even if you shared an article 10 months ago, it never hurts to continue to promote it. You never know who might have missed it.
People need to know that you’re excited about sharing your ideas, but they also need to know you’re actually doing what you’re writing about — not just living behind a computer screen monitoring social media.
Content marketing ultimately takes advantage of what some say is the Internet’s biggest flaw — once you put something out there, it never goes away, and anyone has the potential to see it.
By putting this aspect of the Internet to use, content marketing allows you to create your own luck — paving the way for opportunities you never knew were possible.
I'm the COO of Influence & Co. My goal is to create an amazing experience for our clients from their very first interaction with our brand. My happy place is anywhere with good wine and cheese.