Allen Baler: Content Marketing Sparks Customer Engagement

Allen Baler content marketing

A while back I blogged about the importance of content marketing to a growing company. My main point was that not every communication with customers should be sales-driven.


You will build a much stronger trust factor with your customers if you regularly provide them with information they can use in their daily lives. You’ll also increase your email open rates because they will come to learn that you’re not always trying to sell them something.


At 4Patriots, one of the ways we do this is through our content-rich home for articles, videos and tips aimed at helping people become more independent and self-reliant. Patriot Headquarters includes some 300 communications on subjects including privacy, solar-wind power, survival seeds, home and self-defense, home remedies for common ailments and much more.


This content-rich site has generated nearly 1 million visitors in the last year without any paid advertising. Visitors spend nearly 3 minutes on the site per visit and have left over 21,000 comments. These metrics help 4Patriots keep in touch with our customers and continue to provide value to them after they’ve made a purchase.


Of course, sending emails containing links to your blogs and videos is just one of the ways you can engage with your customers. Social media is another huge opportunity that many companies are taking advantage of these days. And again, not every post or tweet has to include a link to one of your product landing pages. Sometimes it’s best to just give them information in which you know they’re interested.


According to a recent article in Advertising Age, engagement with content distributed by brands is growing rapidly. In the first quarter of 2015, people engaged with social media posts from brands 13 billion times, most of which was actually driven by user remarks and re-postings.


Now, admittedly, trying to quantify sales that come from this engagement is impossible. Then again, sales is not the No. 1 purpose of content marketing. I think it’s safe to say that if people are engaging with your content, your brand is going to be on their minds when it comes time to spending their money.


I strongly encourage business owners to increase the amount of energy they expend on content marketing. It’s a great way to stay in touch with your customers without them feeling like you’re always aiming for their wallets. It’s a time investment on your part, but it will pay dividends.

Allen Baler is a leading entrepreneur and Harvard grad. Allen Baler is a Partner in 4Patriots LLC, based in Nashville.

Disclaimer: This blog post is not a substitute for the sound advice of a business professional with expertise in the subject matter discussed. Please seek appropriate counsel on what strategies make sense for your business.