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build relationships with content marketingAs a small business owner or entrepreneur, you spend a good portion of your day connecting with customers.  I love networking.  Yes, I love connecting with new people and then connecting people to people.  However, networking is difficult for most and sometimes we make relationship building far harder than it should be.

Late in my business career, I discovered the power of how to build relationships with content marketing.

Content marketing was a form of relationship building that I was not familiar with.

The relationship building that I was comfortable and good with was “in your face networking.”  As a sales and business development executive, I never considered the possibility that a piece of content could generate leads compared to traditional networking, referrals, and cold calling.

Why Include Content Marketing as part of your Relationship Building?

I knew If there’s one skill that can have an impact on your business it’s relationship building. Think back to one of the big turning points of your life: that first customer, that new job, closing that deal, intro to your significant other, it probably happened as a result of networking and a relationship you built.  

By adding content marketing to my relationship skills, I am able to reach more potential customers.   I always focus on adding value first when building relationships. Now, instead of trying to build relationships face to face, thru phone calls or skype, I can also build relationships with content.

A content marketing strategy will help you in building relationships with your next customer as well as future customers. Here is a Simple Content Marketing Strategy for Startup Businesses.

The Goal of Your Content is to Build Relationships 

Before asking for their business, solve their problem

As a small business owner or entrepreneur, your goal is to help others with your products or services.  Your content creates a lasting relationship that produces continual promotion of your companies products or services.

Make it easy for customers to connect with you

Your content provides prospects multiple ways to connect:

  • phone number,
  • email address,
  • social media accounts,
  • web forms, and
  • newsletter and
  • blog subscription sign-ups.

Let your audience make themselves known to you. Remember to focus on adding value first when building relationships. Through true connections based on trust and value, you can open doors to grow your company.

Generate Leads with Content Marketing

Keep in mind that while content marketing can have an enormous impact on generating and nurturing leads, it does not deliver sales on a silver platter. You still must play a major role in building those relationships and closing deals.

How do you know if your content is reaching potential customers?  By monitoring increased website traffic, email registrations, and social reach.  These offer clues that more potential customers are finding your business in their research.

Content marketing is a long-term solution that helps build your brand awareness, grow their audience, and generate new leads and sales but it takes time.

  • Developing your strategy takes time.
  • Becoming an authority takes time.
  • Building your audience takes time.

How to Build Relationships with Content

You start by having a strong online presence and a business blog.  Our blog is the foundation upon which everything else stands upon. Without it, there’s no point of reference. Having it as a base, we can then plan our social media posts, email campaigns, and ebooks around them.

Still not sure about creating useful content as a relationship building tactic?

Take a look at what your successful competitors are doing online. Bet they have a great website and an online presence with a Landing Page, Opt-ins, Blog, Facebook Page, Twitter, LinkedIn, Google+, Webinars, Podcasts, Pinterest, Instagram, SnapChat, YouTube Channel and even a weekly newsletter to their e-mail fan base.


Content marketing is a long-term solution that helps you build brand awareness, grow your audience, and generate new leads and sales. But, like any good relationship, it takes time and effort to achieve results. You shouldn’t give up before the seeds you sow have time to bear fruit.

Here’s to your successful relationship building with content marketing.

Good Luck from the Sozial Monster Team. We are experienced enough to solve your problem, small enough for you to know you will be a valued client.

Oh, if there’s anything I’m missing in this article, tell me! I’ll be happy to add it in.

We welcome your thoughts and suggestions on this article in the comments section.

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