If you have a desire to grow your small business or non-profit with your unique identity, then “content marketing” is an inexpensive yet powerful way to magnetize your ideal client. No need to invest hundreds (or thousands) of dollars into newspaper ads, radio commercials, or even search engine optimization. I believe it is one of the best ways to grow a coaching, consulting or non-profit, as long as you are clear and consistent with your blogging and branding.

In August 2011, HiveFire, an internet marketing software solutions company interviewed nearly 400 marketing professionals about popular growth solutions. They discovered that even marketing experts are retreating from traditional strategies, such as search engine optimization. Consequently, they have recommended content marketing as the number one solution to use for branding. According to HiveFire‘s survey, twice as many companies now employ content marketing as they do print, TV and radio advertising.

So what exactly does “content marketing” mean? You’re going to love this. It’s using your own UNIQUE IDENTITY and message on the internet through videos, blogging, PDF’s or social media, specifically to attract your ideal client. At a deeper level, it is to help you gain more visibility and to build trust in your products and services.

Why do I love content marketing for coaches, consultants and non-profit leaders? Here are just a few reasons:

1. Content marketing can help you serve your “tribe” powerfully, without spending a dime. By creating an original PDF or white paper,  you can entice people to give you their email without hype or manipulation. Permission-based marketing is one of the best ways to qualify leads because they want what you have to offer. They have found you and are asking you to send them more information about how you serve. Beautiful!

2. Content marketing helps you sell your Hot, Undeniable Benefit and grow your brand effortlessly. You have an opportunity on a monthly basis [or more frequently, if you would like] to share with your audience why YOU are the individual who can best provide powerful transformation for them. Clearly communicating the results with WOW testimonials on a frequent basis, measuring your results, and creating quality content is not as a difficult as you would think. It just takes time and strategic action.

3. Content marketing can help you grow passionately and increase provision for you and your organization. If you are clear and consistent about your identity and message, you will begin to be able to “cherry-pick” your clients because your pipeline will remain full. You will avoid having to take clients that you cannot serve powerfully or who will undermine your business and make you have to work twice as hard to serve. Also, as you develop content, you will be able to develop materials that you can later turn into systems, packages and products, if you desire, so you can actually make money while you sleep!