You own a business, you have some competition. Maybe your service or product is superior to others  in your market. Maybe not. And you don't want to enter into any pricing war with your competition. Instead, concentrate on making sure your target market knows that your company is the right one for them. Until they believe, they will never buy from you. How can you set yourself apart from the competition? Publishing content online is a great first step. It has to be high-quality material that truly helps your target market. Your published pieces need to earn trust, build goodwill, and position you as an authority in your industry. The key to successful content marketing? Those potential customers in your target market are struggling with something. That something is keeping them up at night. They want specific results, and you need to remember they're willing to pay for it. Because we live in the information age, they're more than likely searching for information online  - smartphones, smart speakers, or their laptops and computers.  They're searching for answers - content that can help them find a solution. This is exactly why every business today needs a content marketing strategy. A sound plan ensures your target market will find you when they start looking for answers. Content that is well-researched and carefully written helps your target audience. The only cost to them is their time. Additionally, it's crucial that all content includes a specific call to action, or CTA.  Your target audience expects a next step. Give it to them. It will help you to start build relationships and to acquire customers. There are as many different types of content as there are people searching for it. Blog posts, magazine articles, videos, webinars, white papers and e-books are some of the most common. And because there are so many options, the sheer possibilities can leave many entrepreneurs and businesses feeling overwhelmed. And to that end, they sit on the sidelines and do nothing. So here's what this is all about. My recommendation: If you're not already engaging your target market with podcasts, here are 6 reasons why, and how to prepare to publish your first piece of audio content.  1. It's convenient to consume. 2. It increases your reach and grows your audience. 3. It builds trust with your audience. 4. It helps you stand out from your competitors. 5. It helps you grow your customer base. 6. It gives you a forum to interview experts in your industry. Recorded in Studio C at the 511 Studios, located in the Brewery District in downtown Columbus, OH! Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 30+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting. You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com