Who are you, the butcher, the baker, the candlestick maker? It doesn’t matter. Whatever your business, content marketing can work for you. Let me explain …

Most people know me as a freelance writer. However, when I’m not doing my ‘day job,’ I perform as a musician — singing and playing guitar at weddings and private functions.

Being a bit of a loner, I mostly play solo. However, earlier in the year, I formed a duo with another guitarist.

It has been a liberating experience: No longer must I shoulder all the responsibility, and I can try new things.

The duo enables me to lay down the guitar occasionally. So, I thought it would be fun, for myself and audiences, to add some harmonica to the mix.

There is just one problem: My harmonica skills are rather rudimentary.

I want to get better, which led me to discover Tomlin Leckie.harp-1503145_960_720

Tomlin is a harmonica teacher based in Scotland. I found him by searching for harmonica tutorials on YouTube.

He has created hundreds of videos covering everything a budding harmonica player needs to know.

Here are some of the titles:

  • 7 easy blues harmonica licks.
  • How to clean your harmonica.
  • 7 tips for starting bending on harmonica
  • Best warm-up for control, speed and accuracy
  • Awesome beginner harmonica 12-bar blues.

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What is the benefit?

You may wonder how Tomlin benefits. By giving away so much information, isn’t he robbing himself of paying students? Well, there will be plenty of viewers who don’t pay Tomlin a cent — or in his case a penny. However, there will also be plenty of people who do cough up.

This is because he sells stuff: harmonicas, accessories, e-courses and one-on-one lessons via Skype.

People who view his videos more often than not also visit his website. So, he attracts potential customers. Tomlin’s also doing something else; he’s building his website’s authority with search engines. So, if someone is searching for a harmonica teacher on Google, the chances are that they will find him.

What does he do right?

Of course, just creating videos isn't necessarily going to achieve the desired results.

Here is what Tomlin does so well:

  • He shares knowledge that his target customers want.
  • He is a great player, so people trust that he knows what he’s talking about.
  • He comes across as professional and speaks clearly.
  • He includes a call to action. At the end of each tutorial, he asks viewers to like the video and subscribe.
  • He publishes regularly. I understand that he creates a new video every Wednesday.

How does this relate to writing?

I'm a freelance writer. So, you may wonder why I'd write about videos. Well, a written blog post is just another form of content; it achieves the same thing as a video.

As a writer, I blog on topics my target clients (hopefully) want to know about. I demonstrate my expertise and keep my website supplied with fresh content — which is vital if you want to be discovered through search engines.

And it doesn’t really matter what your business is. The trick is to choose the right medium — be it videos, infographics or blog posts — and answer your target customers’ questions.

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