While a full-page ad on yourself or your business has its perks, there may be smarter ways to spend your marketing budget and connect with your audience.

It’s no secret that traditional forms of marketing, i.e. flashy ads are now less effective than they once were, that’s why content marketing has become a popular way to reach and engage potential customers.

By providing your audience with useful content to educate them on your services, whilst effectively solving their pain points and life challenges — you can increase conversions, improve brand awareness and help build trust – and this can all happen for a fraction of the price of an ad, and it generally lasts much longer too!

So how does it work?

Two key points to identify…where will my customer be reading/scrolling? And what’s going to stop them in their tracks?

Where you might find them depending on their age and interests:

  • Online
  • Social (Instagram, Facebook, LinkedIn, Twitter, TikTok)
  • Podcasts
  • Newspapers & Magazines
  • TV

I start by coming up with a few story ideas based on that, so if I was a Nutritionist focusing on gut health, I might approach relevant contacts from the outlets above with story ideas such as:

  • 5 ways to get your gut in tip top shape
  • Why fixing your gut may be the key to improving your skin
  • Beauty from the inside out. How to feel and look your best through nutrition

Within this content, you would share some educational information that your target audience will be interested in. You won’t make it too much of an ad, instead, you will make it informative and engaging.

By successfully securing an article like this with a publication relevant to your customer, you’re not only reaching their large loyal audience, but you also have the potential to boost your own google SEO ranking should the piece be online and link back to your website. Just remember to add a byline and a link to your website so the reader can click through to you as they are reading the article.

If you are featured often enough, the readers interested in these topics will consistently see you as the go-to expert for topics like this, so when choosing a nutritionist, it is likely they will think of you.

If you need a hand getting in front of journalists, Expert Hub is a great platform that can help you do just that, connecting you directly with leading publications.





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