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How to Create a Content Marketing Plan That Engages Clients

Beth Cochran May 2014 issue of Skin Inc. magazine
How to Create a Content Marketing Plan That Engages Clients

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What influences a client’s decision to book a service or purchase a product at a particular skin care facility? In a competitive marketplace, it comes down to who clients believe will best be able to meet their needs.

Today’s consumer reviews a lot of information before making most purchasing decisions. This is why content marketing is absolutely essential to add into the marketing mix. Content marketing is about delivering relevant, valuable and engaging content to a target audience in all the places they are searching for it, with the goal of gaining new clients or increasing business from existing clients.

Find a voice

Content marketing is one way to differentiate a brand from competition and to gain attention from clients. The objective is to become the go-to source for information in a particular niche. A niche might cover a specific demographic, such as anti-aging for boomers; a location’s specific skin health need, such as hydration for desert regions; or a time, such as information on the latest scientific advancements in skin care.

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