“Marketing is telling the world you’re a rock star. Content marketing is showing the world you are one.” – Robert Rose
Now that the internet has taken over the world, old news, it’s time for you to become a rockstar online! Yippee to you for taking the first step into a much larger world; one of so many more opportunities available to us than ever before!
You’ve heard that online content is one of the keys to your business’s success, and that’s no exaggeration. Your content is your ticket to running a successful business and a profile and presence online that wows.
But how exactly do you use content as marketing? Why is it so important? How do you get started with it, and how do you do it effectively?
So many questions! So let me break it down for you.
What is content marketing and why is it important?
DID YOU KNOW: The CMI’s digital content marketing stats show that 72 per cent of marketers say content marketing increases engagement. In addition, 72 per cent say it has increased the number of leads. (Source: Optin Monster and Content Marketing Institute)
Content marketing is simply the use of content to develop a long-term relationship with your customers, driving more leads and sales over time.
The content is primarily text-based, such as blog posts, ebooks and articles that you will publish on your website. But it should also include photos, infographics and videos as visual supplements to the written content.
The emphasis is less on pushing for a sale and more on educating your customers, promoting your brand and building connections with current and future customers. It is a long-term strategy, and when done properly it is an investment that pays for itself many times over. Don’t get more wrong, there are some silver bullets in there too – but mostly it is about building connections through your content and nurturing those connections…taking people from being strangers to friends.
The importance of marketing content for your business cannot be overstated.
Look around any major city in the country, and you’ll see that the world of commerce is changing at a rapid pace. Sadly, some of the biggest retailers (and even media organisations) around the world are going out of business because they failed to adapt to these changes.
People are flocking to the internet to meet their need for products and services. If they aren’t finding you online, then that means they are finding your competitors instead. This is where an effective digital marketing strategy can put you back on the map and bring more customers through your door, either physically or digitally.
And content is the key!
The bottom line is that you need to invest heavily in building your business online to stay competitive. Online marketing can be a complex subject, but the basics can be summed up with these three tips. Here is where you start:
1. Only publish high-quality content
In the early days of the internet, you could throw just about any kind of content against the wall and expect it to stick. Low-quality articles still pollute the web, but they rarely attract much traffic or readers. You can see it coming a mile away – clickbait, anyone?
Instead, you want to make sure that your content provides real value to your readers. Every blog post should be well-written, factual and relevant. Try to think like your readers. Why are they here on your website or social account? What problems are they dealing with, and what kind of solutions are they searching for online? Write content that answers your readers’ questions and solves their problems, and you’ll build trust with them. This is how you build relationships and turn visitors into long-term customers.
MUST READ: How to write awesome blogs >>> Neil Patel shares his thoughts here
Of course, many of your blog posts should highlight your own products and services by showing how they can help your customers. But your blog shouldn’t read like a product catalogue or a commercial.
Today’s customers don’t want pushy salespeople pushing their products on to them. Yes, some of your readers will be looking to make a purchase immediately, and some of your content should address people at that stage in the buyer’s journey. But your blog should also have other types of content that speaks to people who are not that far along yet. This variety is one of the keys to a successful content strategy.
This is something we cover in the 8-week Content 2 Ca$h online course. Read all about it here.
2. Publish often and follow a consistent schedule
Plan, plan, plan and then plan your content some more!
You can’t just put out a few blog posts willy-nilly and expect the traffic to come flooding into your website. And the leads to continually roll in!
Attracting readers and customers to your website, blog and social profiles requires a steady flow of fresh (really good) content.
When search engines like Google see you putting out valuable content consistently, it will eventually reward you with better search rankings and higher traffic levels. Eventually, people who have never even heard of your company will be visiting your website in search of solutions to their pain points, and that’s where your content can convert visitors into customers and lifelong fans.
Get a plan in place, update it regularly, write from it each week or month and literally, just do it! The more you can plan and schedule the content the better the results will be.
3. Publish guest posts on other websites too – Promote your content!
It might sound counterintuitive, but your content strategy should also include putting high-quality content on other people’s websites. Your marketing strategy needs to include the creation of good content, but that content also needs to be promoted on other websites to drive high levels of traffic to your own website. The best promotion tactic will involve landing guest posts on related industry blogs and media platforms in your niche.
Guest blogging allows you to grow your brand and expand your reach by tapping into other people’s audiences online. By sharing your expertise, you will be seen as an authority in your industry. Your guest posts on other websites will improve brand recognition, and the links on those guest blogs will drive traffic back to your own website.
These backlinks can also improve your search engine optimisation (SEO), which will help your own website and blogs to rank higher in search rankings, attracting even more organic traffic to your blog over time. The result will be a snowball effect that brings more traffic, more visitors, more leads, more customers and more opportunities!
Sub-header: Why your content should pack an emotional punch
“Good content isn’t about good storytelling. It’s about telling a true story well.”– Ann Handley
When you’re writing content online, you can write it in such a way that it sounds very factual and impersonal. Urgh!
Or, you can write in a way that really packs an emotional punch. Yasssss!
By and large, most small businesses who want to increase their online presence and profile through the power and beauty of words will do better with the latter approach. Let me reiterate – if you’re a business looking to gain traction, you’ll want to aim to engage your reader’s emotions. Full stop.
It helps people remember you
People browse dozens if not hundreds of websites and profiles every day. Most websites fail to draw their readers in emotionally.
How many websites do you visit each day that makes you laugh, feel touched or fires you up about something? How often do you feel like a website is talking directly to you and your problems and that they understand where you’re coming from?
These kinds of websites stand out. There’s a reason why YouTube videos of shocking clips, funny clips or touching clips tend to get passed around a lot. They make people feel something, and that’s memorable.
It gets you more links
Content that evokes a lot of emotion tends to get linked to a lot more. Naturally, people are a lot more likely to want to share or endorse something that really got them riled up.
It gets more shares on Facebook, Instagram and LinkedIn. In other words, it has a higher chance of getting passed around immediately, but also has much stronger long-term potential.
Develop a stronger reader relationship
Finally, emotional content will help you build a much stronger bond with your readers.
People reading your content will feel like they can relate with you, as opposed to feeling that you’re just an objective website on the internet.
This translates to people coming back more often, to a more lively community around your blog or business and finally to more loyal buyers and customers.
As an added benefit, people will also want to partner with you more. If they can tell you’re really passionate about something or that you have a way of being able to move an audience, they’re likely to want to invite you to speak at their events, do teleseminars for their audience and in general open up their customer base to you.
There are many benefits to creating content with an emotional punch rather than just factual information. Adding a dose of personality is great for just about any small to medium-sized business. Unless you’re trying to build an encyclopedia-type site, try to make your website as emotionally engaging as possible.
Marketing your business online is the key to growing it now and in the future, and content is the foundation on which you will grow and scale. By creating high-quality content, publishing it on your blog frequently and by promoting your content and writing guest posts on popular websites in your industry, you will establish your online presence and grow your profile, traffic and leads to ensure lasting success for your business.
Want to open up the possibilities with your content?
With content the possibilities are unlimited… and right now you have an opportunity to get more leads and clients from your content than you ever thought possible.
How would you like to have 10 potential-client calls and welcome 7 new clients from those chats in 1 week?
Plus, have another 10+ calls in the following week with more people who are genuinely interested in working with you – from all over the globe.
And all from the content you put out into the world – your blog, newsletter and social media.
Content writing and creation has been the tool I have used to grow and scale my business and I’d love to share my formulas and frameworks with you so you can achieve the above results (and more) too.
Right now, the doors to my 8-week Content 2 Ca$h online course are open and we have been busy welcoming the next intake of course participants – which is very exciting because I know in our time together, they are going to see results like this too.
BUT YOU ONLY HAVE ONE MORE WEEK TO JOIN US – March 19 is our first catch up!
Inside this course, I open up the Pandora’s Box of content strategies that are proven to work to get more leads, clients and opportunities all from stringing some strategically and creatively words together!
Nothing is off-limits, you get every template I use, I answer every question you have, I open the lid on all the content writing secrets and I even critique our content to give it the best chance to get you results.
If you are ready to write results-orientated, direct-response, profit-driven content – take a look at the Content 2 Ca$h online writing course here and let’s get started!