THE BRANDING ISSUE
ARE YOU SITTING COMFORTABLY ?
STORYTELLING ’ S A POWERFUL WAY TO GET YOUR BUSINESS OUT THERE . AND FOR THOSE WHO STAY THE COURSE , IT CAN REAP LONG-TERM REWARDS .
P icture this . You want to build a new gate and fence in your yard , so set about conducting some online research on a Sunday afternoon . You find plenty of businesses that will be happy to do it for you .
You find plenty of people happy to sell you the material to do it yourself .
But what you really need is information about the why , and the how .
How do you actually construct a new gate and fence ?
Why should you use one material over another ?
What do you need to consider when putting a new fence in to make sure it lasts the distance ?
After finding suppliers happy to give you the material you want , and contractors happy to do the job in its entirety , you find a gate and fence business who could do both … but whose website is filled with all of the information you need .
It helps you understand the pros and cons of using different materials .
It educates you on different styles of gates and fences , and helps you understand what type would be best suited to your style of house .
It thoroughly explains the process of constructing a fence : it explains in such great detail that you could give it a red hot crack yourself , and in exchange for your email address you downloaded their step-by-step guide to building your own gate .
Its social media channels have some up-to-date pictures and videos of recent jobs they ’ ve done , some very dubious ‘ fencerelated ’ jokes , and a few quick interviews with the boss . He seems like a good bloke , even with sweat dripping down his forehead in the middle of a hard day ’ s yakka .
If you ’ re going to call one of the companies you ’ ve come across to give you a quote for your new gate and fence , who will it be ?
If your mate ’ s talking about getting a new gate , which website are you going to direct him to ? We both know the answer . What you ’ ve experienced there is content marketing in action . And , while you may think it ’ s another new business buzzword , nothing could be further from the truth ( see the next page if you want some proof !).
Content marketing is something that ’ s easy to do , doesn ’ t need any investment apart from
32 GEMCELL . COM . AU OCT – NOV 2021