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What is Content Marketing?

Content marketing builds an audience of future customers, engages them so they’re motivated to buy your product, and then continues to interact with them so they can become brand ambassadors for your business.

There are different types of content that you can publish.

·        Blogs

·        Videos

·        Podcasts

·        Email Newsletters

·        Ebooks

·        Physical Books

·        Other Types Of Newsletters

·        Images

 The key to content marketing is that whatever content you create is going to be of VALUE to your target audience.

You are constantly crafting new content to keep your audience ENGAGED with your brand.

Most important, you’re giving them more and more reasons to form a positive association with your brand.

This association inspires trust, which only serves to elevate you brand in the eyes of your audience.

An audience that trusts your brand is going to have far greater incentive to do business with you.

The more relevant and rewarding content you can offer your audience, the more leads and customers you will earn.

Why Do You Need Content Marketing?

We need Content Marketing to gain prospects’ attention means to what they have to say and comment about the product and services.

It wasn’t always hard to get people’s attention. We used to send marketing material and then call.

Prospects were usually receptive because the Digital Marketer is the keeper of all product information.

Conversations do help develop relationships, and relationships help you get and keep your customers’ attention.

How can you engage a customer in an online conversation? You must use quality content that addresses their needs and provides valuable information.

You can do that using the P-I-C-A-S-S-O Framework.

P – Plan

I – Infrastructure

C – Create

A – Amplify

S – Syndication

S – Sharing

O – Outcome

Plan

You must start with a solid plan or you risk going off course without even realizing it. Within the planning section, you follow the M‐A‐S‐F‐C method.

Define Your Mission

Develop Your Avatar

Create Your Style Sheet  

• Construct Your Buyer Funnel

• Lay out your Calendar (Will be discussed in later chapter)

Infrastructure

Your Infrastructure will create a solid foundation that reliably converts your prospects.

Your infrastructure includes your Websites, Landing Pages, and any other sites that act as a “Shop Window” to entice customers.

Content Creation

The creation of content is the most difficult for content marketers because it requires an ongoing commitment to publishing quality content on a consistent basis.

Syndication (Promotion) and Sharing

To promote your content and get your message heard, you need to use both organic and paid tactics.

Outcome

Metrics you choose will help you determine how much traction you are getting.

How Do You Start Content Marketing?

The 03 KEY ASPECTS of Content Marketing is

  • Content Research

  • Content Creation

  • Content Publishing or Marketing.

Whether this content is being created on your website, your social media pages or any other online channel, you are creating something of value – something that runs deeper and is more enduring than traditional marketing/advertising efforts.

What is Content Research?

Before you begin to write any of your content, you want to review what your audience finds important.

Your goal is to get attention, to do this effectively, you need to write about topics your audience cares about.

You should focus on two key areas Keywords and Virality.

When your customers perform searches, they are looking for solutions to their problems.

Make sure that you know what their problems are and demonstrate that you have the answers.

Using Best Keywords

Keywords is that you don’t have to be a search engine optimization (SEO) expert to use them effectively.

Now you need to focus on providing rich, informative content that your readers will love, and the rest will take care of itself.

This doesn’t mean that you should ignore keywords. They are still very important.

But you need to find the specific keywords that attract Buyers, not just those searching for information.

The keywords that people use tell you their intent, that is, what they are trying to accomplish.

When you create your keyword list, consider your buyers’ commercial intent.

That is, focus on keywords that people use, when they intend to buy things.

People basically undertake three types of searches: Informational Searches, Navigational Searches and Transactional Searches.

To find the right buyer Keywords, you want to focus on the Long-Tail Keywords.

Long‐Tail Keywords are keywords that are very specific and generally have three‐ and four‐word phrases, perhaps even longer.

They are the phrases that searchers put into Google to find something.

For Example, if your customer were looking for Tennis Shoes, he or she would probably type something more specific than just “tennis shoes.”

She might want to narrow the search by color and size, so her long‐tail phrase might be “buy ladies white tennis shoes size 6.”

If you were selling that type of tennis shoe, you would want to make sure to use those keywords.

Add your Long‐Tail Keywords to both your content title and in the body of your content.

Viral Content

Positive content is more likely to go viral than negative content.

High psychological arousal fuels viral content.

Content that evoked such strong emotions as awe, anger, anxiety, and sadness was more likely to go viral than content that evoked weaker emotions.

What is Content Creation?

Original Content is the foundation of any Content Strategy.

It helps businesses and thought leaders gain authority and brand recognition.

You have to be sure that you are targeting your right Avatar (Persona) and creating content that is powerful and actionable.

How can you create this type of Content?

A method called Repurposing and Segmenting Masterpiece (RSM), which helps you quickly create great content.

It involves a three‐step process.

Create masterpiece content on a regular schedule

Perhaps once or twice a month depending on how indepth your research needs to be.

Masterpiece content is original content and you create this content in one sitting so your time.

Segment the content into a variety of types.

These could be blog posts, podcasts, videos, infographics, and a host of other types.

Repurpose this quality content.

You repurpose the content by distributing it on all your channels — blogs, social media, paid media, and any other channel you have established.

You will get a significant return on the time you invest in this method.

It’s much quicker than creating original content from scratch any time you need a blog post or article.

Most content marketers struggle because they don’t know where to start.

These types of content work especially well because they focus on your CUSTOMER AVATAR needs.

Curating Content

Content Curation can seem complicated, but it is really very straightforward.

What can be complicated is the delivery of a curated article that adds value.

A good way to think of this is a Chat Show (The Kapil Sharma Show).

The Curator hosts guests on his show who appeal to her audience.

He doesn’t provide the content, his guest does.

He simply provides the audience, and by selecting the best people to be on the show (the content providers), he is perceived as the authority.

It allows you.

✓ Demonstrate your ability to analyze and add value to content topics.

✓ Organize the information to make it easier to understand.

✓ Provide a new viewpoint on an old idea to make it usable.

✓ Inspire trust in you as a thought leader.

✓ Put the information in a different format, such as an infographic, to make it more digestible.

✓ Create content that can supplement your original content, thus providing quantity and quality.

Social Curation

One popular way to create content is to share links from other relevant sources of news on social platforms.

This type of content is popular because your audience cannot spend all its time searching such sites as Twitter and Facebook.

If you share those links from your feed, you can become a welcome source of curated social content.

Ex. like Feedly (http://feedly.com), Buffer (http://buffer.com).

Repurposing Other People’s Content

When you repurpose other people’s content, you can change the format, update the material, or both. Many reasons exist for repurposing content.

Repurposing helps you:-

Spread Ideas: It extends the reach of your ideas by giving new audiences the chance to see it.

Provide A Variety Of Formats. You can increase the reach of the content.

Make Content More Cost Effective. By repurposing other people’s content, you save the cost of the original research.

In all cases when repurposing someone else’s content, you should cite the original source.

So what are some ideas for repurposing other people’s content?

You can repurpose:-

✓ Someone’s post to an infographic.

✓ An infographic to a post, with a unique link back to the original infographic.

✓ An infographic image, and turn it into an authority article.

✓ A YouTube video into a post with step‐by‐step images from screen grabs of the video.

What is Content Publishing or Marketing?

You have several types of content promotion available to you.

Paid Media. This type of media refers to the advertising promotions that you pay for.

When choosing these options, you need a budget and a conviction that you will get a return on the money you spend.

Examples: Facebook ads, promoted tweets, traditional and native advertising, print ads, paid search, mobile ads, app ads, and Amazon ads.

Earned Media. This is the media that you get when other sources recognize and promote your content for you.

Your brand or your content is deemed valuable and is showcased in some way.

Examples: Influencer Reviews, Traditional PR, and Media Relations.

Shared Media. This media consists of the shares you get from others on the various social media platforms.

Examples: Shares on Facebook, Twitter, Google+, Tumblr, and others.

Owned Media. This type of media is controlled by you and is becoming more and more important as time goes on.

Examples: Website, blogs, emails, microsites, apps, collateral, and user‐generated content.

Utilizing Organic Promotion

Organic promotion is made up of free shares and links that others give you because they like your content.

What can you do to amplify your content so that it gets the most shares possible?

Here are some ideas on what to display for specific purposes.

✓ To get traffic, promote your posts proactively to your social audience using an eye‐catching text snippet and relevant backlink.

That way, the reader has to come back to your site to see the original post.

✓ To build awareness and thought leadership, use the full article.

You want the reader to see your full post on the authority site.

✓ To expose your products, use headlines, paragraphs, and images of the product.

You want to tap into potential customers’ interest.

Image Size. Make sure that your images are a minimum size of 600 x 315 pixels. Facebook’s recommended size is 1200 x 628 pixels.

Text On Images. Text should cover only 20 percent of the image. This is important because if you want to create an ad on Facebook using an image, it must meet the 20 percent criteria.

Tags. Make sure to use the open graph (OG) tag to facilitate distribution among your followers.

Headlines. Work at developing an eyeball‐grabbing headline. You need to get your audience to read beyond the title.

Understanding Paid Promotions

Some marketers focus the majority of their attention on free shared media.

Isn’t social media sharing the best way to reach new customers?

Yes, however, you need a balanced mix of promotion types.

You want to consider paid media to round out your plan.

Choosing Parameters for Paid Promotion

When you consider syndicating your content, you have some choices to make.

None of your choices are irrevocable. With that in mind, here are some decisions to make.

Type of Content.

• Blogs

• Articles

• Video

• Audio

• Landing Pages

• EBooks

• Slideshows

Amount of Content.

When you promote your content, you don’t necessarily have to show the entire post.

You can choose to show snippets, thumbnails, or just the links to video and audio.

Promoting Your Posts With Facebook.

One place that you want to consider when choosing paid media is Facebook.

As the largest social network, Facebook provides you with a huge audience network that is available to see your message 24×7 in a day.

It also has a very easy‐to‐use and easy-to-reach platform that helps you target your audience in a deep and rich way.

By targeting and paying for Facebook traffic, you can amplify your message well beyond what you would get by simple organic sharing.

However, that doesn’t mean that you should pick all your posts as suitable for paid sharing.

You need to be strategic and look at the posts you’ve already shared on Facebook that are getting the most engagement.

This gives you a definite advantage. It allows you to target your specific audience and reach people who have never heard of your brand.

Working With Influencers

In today’s marketplace, many types of people comprise the constellation of customer influencers.

It’s important to know your potential buyers and understand what really matters to them.

The key to using influence is to put the customer at the center of your content‐marketing efforts.

To have influence, we must do the following:

Impact the person’s feelings.

You must touch people to get their attention and allow them to focus on primitive emotions.

Most information goes right by us unless it taps into our lizard brain (the part of the brain that controls such things as addiction, happiness, and the fear response.)

Cause a change in Mindset.

Influence must cause movement that impacts your mindset.

You may start out as neutral or even negative.

Persuasion causes you to move in the direction of the influencer.

✓ Rest on a Trust Relationship.

Influencers have “emotional capital” with their audience.

Benefitting from Influencer Relationships

If you haven’t connected with your audience’s influencers, you are missing out on a highly effective tactics. Influencers have the power to

Send you Qualified Traffic. You know that the people who come to your blog as the result of a link from an influencer are exactly the audience you want to attract.

Connect you with other influential people. When you talk to influencers, remember to ask them, “Who else would be interested in this message?”

Follow Rules

What should you remember to do when you are connecting with influencers?

Here are three rules to follow when you decide to engage specific influencers:

Give before receiving. Follow them on Twitter and Facebook and help them promote their content by sharing it. You have to be sincerely interested in what they are doing.

Follow up and comment. Comment on their posts and demonstrate that you are knowledgeable about the topic.

Ask to start a conversation. Begin a conversation with them via email or Twitter. Developing a relationship with an influencer takes time.

Guest Posting

Guest Posting has become very popular with bloggers and brand representatives because it helps them cut through the noise to reach a new audience.

A guest post is a post that has been written and accepted for publication to a popular blog.

It exposes that writer to people who might not be aware of the writer’s (or company’s) brand.

You can derive many great benefits from guest posting. It can help you in several areas.

Company Brand Awareness. It can help new audiences find your brand.

Personal ThoughtLeader Status. It can demonstrate your knowledge and expertise as well as serve as a sample of your writing skills.

Product and Services Exposure. It may potentially drive the sales of a product or services that is discovered when readers go to your site after reading your post.

Link Building. You are building links to other popular sites.

Social Proof. It demonstrates that a major blogger deems your content worthy of a posting on his or her site.

Traffic. New readers may visit your site and spend time on it.

Shareability. It offers great potential for having your content shared on social platforms.

Content Marketing Funnel

There are two major parts of Content Marketing i.e. Attracting, Attention & Conversion.

Attracting Attention

  • Identify your target market, know what your target market wants to learn or read about.
  • Create content and publish them in different formats, promote your content to reach your prospects

Interest

Convert your first time visitors into leads (interest generation)

  • Generating Leads
    • Different Types of Leads
    • Lead Scoring and Segmentation

Desire

Nurture your Leads (intensifying desire)

  • Drip Email Marketing
    • Content Marketing for Existing Leads

Action

Convert Leads into Customers (triggering action)

  • Sales Pages, Landing Pages & Copywriting
  • Inside Sales

Summary

End of Lesson Students

See You On Next Module.

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