Digital Content Marketing
There's been a great deal of talk recently about the term "Content Marketing" but sometimes these market buzzwords wind up being quite useless to the people who need to understand them the most.
In this case, anybody who is in business has to understand what this term suggests.
At the risk of utilizing "industry jargon" and not make any presumptions that all entrepreneurs and company owners understand what this term indicates, plus why they must know about it to start with, today's post will shed some light on the content marketing subject.
What is Content Marketing?
The Content Marketing Institute defines content marketing as being a "strategic marketing technique focused on producing and distributing valuable, pertinent and consistent content to draw in and keep a clearly-defined audience-- and, eventually, to own successful client action."
Exactly what this means to you is the have to create posts, images, audios and/or videos that can be shared to your followers through different means, with the intention of attracting your perfect target audience so they will ultimately convert into being a paying client.
And as soon as that material is developed, then it can be re-purposed and re-distributed once again as a brand-new kind of media.
I post a video eTip on YouTube but it doesn't stop there. l can then make a blog article out of it by embedding the video into the article. From there, I'll send a newsletter with a snippet to the exact same blog site article.
There's still more that can be done. I can take things even more and eliminate an entire brand-new article based upon the premise of the video, providing a more thorough take a look at that particular subject.
From there I might produce quotes and suggestion bits for social media where I utilize #eTip as my hashtag. Maybe there suffices info to create an infographic from that article too. Or take the audio part of that original video and post it as a podcast.
As you can see, there are various methods one piece of content can be utilized and re-purposed. Initially, let's address why you need to even bother going through that effort.
5 Advantages of Material Marketing
With the age of "relationship marketing", material marketing is a perfect tool to draw in paying customers in a non-evasive, non-selling manner, more genuine manner.
Here's some advantages of adding content marketing to your company method:
1. Produce Brand name Awareness and Presence: Showcasing your competence through content circulation is a fantastic way to get in front of your ideal target audience and begin to construct brand awareness each time somebody views your pieces.
2. Build a "Know, Like and Trust" Element With Fans: People buy from individuals they rely on and there's no much better method to acquire trust than by sharing your understanding through your very own voice, no matter what market you're in.
3. Set The Stage for Converting Fans into Buyers: Some individuals have to see or find out about your often times before they begin to think of hiring you. By offering them a tonne of value gives them peace of mind you stay in business for their benefit, not yours, and are most likely to purchase from you.
4. Develop Brand name Advocates: Existing clients (and some that aren't) can be your best supporters if you provide an opportunity to share your content to their fans. The more they share, the more your brand name awareness escalates.
5. Build Repeat Organization: A great method to remain top of mind for your existing customers is to constantly reach out to them through offering more value that they will discover beneficial. This will make it easier for them to keep in mind you the next time they require you again or understand of someone who does.
The Obstacles to Content Marketing
When I discuss material marketing with clients, one of the biggest areas of resistance to implementation is the quantity of time that is needed. It's time consuming to not just develop the content in the first place, but to also distribute the content.
I remember enjoying a video from an unbelievable content online marketer, Gary Vaynerchuk, who had actually mentioned it may take him an hour to write a piece of material however another 5 hours to disperse it. That's exactly how he constructed his empire-- through content marketing.
An obstacle that I deal with is keeping track of all my content marketing efforts. There are a number of tools that can aid with this, and I find utilizing an Excel sheet works well where I track each post and where it has been dispersed.
These challenges might seem intimidating to start including material marketing strategies for your organization, but the advantages actually can have a huge influence on your bottom line, so it's well worth the effort.
And don't believe you have to do all of this on your own either. We do a lot of social networks and material marketing for clients so contracting out is a certain feasible alternative to think about.
Where to Start
The first thing you have to do is produce content. Appears apparent however the genuine concern is, what type of material? My advice is to focus on your blog site.
Given that writing articles for your blog site has a lot of advantages, such as SEO placing, these efforts will get you the most significant bang for your buck (a.k.a. your time).
Begin by writing a short article and publishing it to your blog. Then think about methods you can distribute that article to get it in front of your perfect target audience.
Here's a brief list:
- Your Facebook page
- Instagram (and other social networks accounts you might have).
- Short article repository websites.
- Medium and LinkedIn Articles (formerly called LinkedIn Pulse).
There are lots of others however this is enough to obtain you going.
If you do not have a blog site set up on your site, contact me to help out with that. And if you need further assist on what to write and the best ways to distribute it, I can aid with that too either through our monthly Social Blast membership program or private organization and marketing mentoring.