I talk a lot about ‘content marketing’ because the term encapsulates so well how most independent service providers can attract ideal clients and gain rapid visibility on the Web. Most coaches, consultants, authors, and speakers don’t have large marketing budgets, but the Internet is accessible to all.

These days, any professional can use the Internet to market their services, with very little funds and no tech skills. A business blog is the fastest way to build an online reputation and gain visibility. Then there is Facebook and Twitter, all completely free and easy to use.

What counts are your words. How you write is very important. Your content – be it blog posts, articles, white papers, special reports, even audio and video clips – all contribute to readers getting to know, like and trust you.

I expect more people and even big companies will increase their use of content to market their businesses as the economy is more difficult simply because it’s practically free.

Big businesses are often slow to recognize a good thing. But even huge companies are beginning to realize the best marketing may be free, in the form of content. Really effective content isn’t written by the advertising department but is crafted by writers to educate, engage and enrich the lives of customers.

Here’s an interesting article about trends in content marketing and budgets during the economic recession as it affects big companies, by Joe Pulizzi of Junta42Blog:

The Trickle Out of Traditional Media into Content Marketing Turns to Flood Starting Now

The economic "crisis" (or whatever you want to call it) will fundamentally change where marketing dollars go. Frankly, I’ve been surprised that more companies haven’t taken this on sooner.

Yes, companies spend between 27 and 30% of their budgets on their own content, but that number should be more like 50%. The case for content – engagement, search engine optimization, lead generation – it’s there, no doubt about it.

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Content marketing isn’t just for people who like to write.

"If you can speak, you can write," says David Bullock, business development specialist.

"Do
not think that writing is the only way to connect to your audience on the web."

David is an amazing professional, highly intelligent, and personable. He has a lot to offer someone who wants to learn how to leverage the Web for marketing. Read his interview that follows:

1. Tell us what your profession is, and who your typical clients are.

I am a business development consultant and business process engineer.
Clients are those who use their website as a media for connecting with
and communicating with prospects. Typically these are not startups.
These are businesses that are looking to improve their profitability
and reduce costs.

2. What marketing tools do you use on the Web?

Twitter.com – twitter.com/davidbullock
Blog – www.Davidbullock.com/index.php 
Communication Portal – www.DavidBullockOnline.com

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Kevin Eikenberry says more content equals more income:

"I truly believe that more time spent in content creation (both writing
and video) will have a direct positive impact on our bottom line –
which is why I am trying to write more, and make what I write have more
impact."

Kevin is a dynamic speaker, author, consultant we met up with at Blog World Expo 08. He’s active on Facebook and Twitter. His Eikenberry Group consults with organizations about Remarkable Leadership, which is also the name of his recent book.

Read his interview for insights on how savvy professionals are using content to market their services by writing on the web…

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