Welcome back to our series on Digital Marketing for Local Farms & Small Businesses! Today, we’re excited to delve into the powerful content marketing principles of Bernadette Jiwa’s insightful book, Marketing: a Love Story. By exploring these concepts, you’ll learn how to create authentic, engaging content that resonates with your audience and supports your farm or small business’s growth.
Great Content Marketing Doesn’t Feel Like Marketing
Bernadette Jiwa emphasizes that effective content marketing should feel like a gift, not a sales pitch. This approach is particularly relevant for small businesses and farms, where building genuine relationships with customers can set you apart. Here are the key principles from her book and real-world examples to illustrate how they can be applied.
1. Change How People Feel: Be Useful, Entertaining, or Inspiring
Principle: Great content changes how people feel by being useful, entertaining, or inspiring. Instead of pushing for immediate sales, aim to create content that adds value to your audience’s lives.
Example: Consider a local farm that shares seasonal recipes featuring their produce. By providing useful content that inspires customers to cook healthy meals, the farm builds a positive emotional connection with its audience. Over time, these customers are more likely to purchase from the farm because they associate it with valuable, inspiring content.
2. Help Customers Become Better Versions of Themselves
Principle: Your content should help clients and customers become better versions of themselves. Build trust and connection by offering content that aligns with this goal.
Example: A small organic skincare business could create blog posts about natural skincare routines, the benefits of organic ingredients, and tips for maintaining healthy skin. This content helps customers improve their skincare routines, positioning the business as a trusted source of valuable information.
3. Integrate Content Marketing into Your Business
Principle: Treat your content like a campfire that people want to return to, rather than a sales funnel. Intention is key—people can sense when you’re in it for the right reasons.
Example: A local craft brewery could host virtual beer-tasting events, share behind-the-scenes videos of the brewing process, and highlight the stories of the brewers. By creating engaging, community-focused content, the brewery builds a loyal following that feels like part of the family.
4. Create a Campfire, Not a Sales Funnel
Principle: Content marketing should be an extension of your work, not an afterthought. Authentically integrate it into your business to reflect who you are and what you stand for.
Example: A family-owned dairy farm might share stories about their sustainable farming practices, the care they give to their animals, and the history of their farm. This content provides insights into the farm’s values and operations, fostering a deeper connection with their audience.
5. Practice Patience and Consistency
Principle: Building meaningful relationships with your audience takes time. Be patient and consistent in providing valuable content, and you will gradually earn your audience’s trust and loyalty.
Example: A small artisanal cheese maker might start a monthly newsletter featuring cheese-making tips, pairing suggestions, and customer stories. Over time, this consistent effort builds a dedicated audience that appreciates and trusts the brand.
Bringing It All Together
By adopting Bernadette Jiwa’s content marketing principles, you can create authentic, engaging content that feels like a gift to your audience. This approach helps build trust, foster connections, and ultimately grow your farm or small business.
We highly recommend Marketing: a Love Story by Bernadette Jiwa for more in-depth insights and practical advice on how to matter to your customers. This book is a valuable resource that we will reference throughout this series, and you can purchase it directly from our store here.
Stay tuned for more tips and strategies on leveraging content marketing to connect with your audience and elevate your business. Together, we can thrive!
Marketing Starter Kit
Ready to take your marketing efforts to the next level? Check out our curated selection of marketing products designed to help you get started with content marketing. From books and camera equipment to software and training, we have everything you need to create compelling content and grow your business. Each purchase helps us create more valuable content and supports local small businesses and farms. Visit our store now to explore our offerings and find the perfect tools for your marketing journey!
If you seek expertise in crafting impactful websites, creating compelling video marketing content, and devising effective social media strategies, I invite you to connect with Eagle Vision Agency. Your vision, our expertise—let’s bring your projects to life!
