What they didn't tell me about content marketing | #008

Content marketing is a strategy that produces serious results
time and time again.


The backbone of this strategy is the commitment to consistently
publish quality content.


 


There other aspects of successful content marketing that aren’t
so obvious.


The information shared in this episode should save you time and
prevent a lot of frustration.  


      


 


Episode discussions:


Content and content marketing defined

The benefits of content marketing and why they far outweigh
the costs

What they didn’t tell me about content marketing

The two parts of an effective content marketing strategy

How much time should be spent on creation and distribution

The main goal of content

How consistent content stands you out from your competitors



 


[02:28] What are the benefits of content
marketing?


Improved brand perception, brand awareness, thought
leadership, improved search engine ranking, decreased marketing
costs, higher website authority, decreased lead-to-customer time,
happier and better informed customers, fewer customer service
issues.



 



There are two parts to a really effective content
marketing strategy…



[03:27] Step #1: Content Creation


 


Content Marketing Institute defines content
marketing:


 


"The strategy of creating and distributing valuable and relevant
information to a specific target market with the end goal of
driving profitable customer action."


 



What is content? The delivery tool for your
message which should focus on providing as much value as
possible.



 


Be cognizant of what form of media your customers like to consume
and match your brand and content.


 


 


 


 


[06:22] Step #2: Content Distribution


"If you build it, they will come does not apply here. If you
build it, you've gotta go out there and show everybody what
you've got to offer."


Distribute content through email list, social media platforms,
paid advertising, SEO, direct mail, radio, TV, etc.


 


“You need to spend 20% of your time creating content and 80% of
your time distributing that content."


 Derek Halpern from Social Triggers


 



The vast majority of your effort should be on promoting
the content and making sure it gets in front of your
customer avatar.



(Familiarize yourself with customer avatars by listening to
episode #2)


 


[08:35] Creation is only step 1, distribution is step 2 which is
as, if not more important than content creation.


 


How much content do you need to be producing?


It depends on your market, industry and what you're trying to
accomplish.


Focus on quality over quantity

Identify where your customers are spending their time online

Longer and less frequent content over shorter and more
frequent content (with a few exceptions)



 


Takeaway point: People, social media, and search
engines tend to prefer longer form content.


Watch metrics, analytics and how people are engaging with
your content.


 


[09:58] The main goal is to provide as much value as
possible.


 


Your readers, customers, and clients expect you to be consistent.


Consistent content stands you out from your competitors 


 


[11:09] Show summary:


 


What they didn't tell me about content marketing:



Distribution was as or more important than the content
creation  


 


Spend 20% of your time creating valuable content and 80%
ensuring you're distributing it correctly.