CONTENT MARKETING MADE SIMPLE6 Basic Guiding Principles

WHAT IS CONTENT MARKETING?The use of content to answer every question a prospective customer asks as they try to make a purchase decision

GREAT CONTENT IS NOT BORN OVERNIGHTDon’t think like a marketer only, think like a publisher

PUBLISHERS THINK ABOUT:●What their viewers want ●What the best distribution channels are●What the best format is to deliver their content

ENGAGEMENT DOESN’T MEAN $$$ IN THE BANK.Likes, Shares, Views are all expressions of interest, you still need to nurture them to actually convert them into paying customers.

HERE ARE #THESIX GUIDING PRINCIPLES

#1: IT’S NOT ABOUT YOUJust because you think your blog content is great

doesn’t mean your target audience will

REVERSE-ENGINEERStart with who this content is for: Your Customer

BE HYPER-SPECIFICWhat is my ideal company? Who is my ideal buyer?

WHAT KEEPS THEM UP AT NIGHT?

WHAT ISSUES ARE THEY ALWAYS THINKING ABOUT?

HOW CAN YOU HELP THEM BEAT THE COMPETITION?

HOW CAN YOU HELP THEM EXECUTE BETTER?

#2 ALWAYS DELIVER VALUEFocus on solving your customer’s problems

CREATE CONTENT THAT YOU THINK IS IMPORTANT

CREATE CONTENT THAT YOUR CUSTOMERS NEED

CREATE CONTENT THAT WILL MAKE YOU MONEY

CREATE CONTENT TO HELP YOUR CUSTOMERS MAKE MONEY

#3 DELIVER VALUE CONSISTENTLY

CUSTOMERS TRUST BRANDS THAT DELIVER VALUE CONSISTENTLYYou can’t be a one-hit wonder, you gotta keep going.

QUALITY CONTENT+ VALUE + CONSISTENCY = BETTER LEAD GEN

#4 BE PREPARED TO FAIL AS YOUR EXPERIMENT

IF YOU CAN’T ALWAYS CREATE CONTENT

CURATE IT.

WHAT IS CONTENT CURATION?Content curation is when an individual (or team) consistently finds, organizes, annotates and shares the most relevant and highest quality digital content on a specific topic for their target market.

IF NO ONE IS VIEWING YOUR CONTENTThink about your distribution channel, structure and format

WHEN IT COMES DOWN TO DISTRIBUTION

GO WHERE YOU CUSTOMER’S EYEBALLS ARE

#5 BE DIFFERENT

AVOID STOCK PHOTOS

Certain websites like Flickr.com offer use of photos from their users that are free or at a low cost under the Creative Commons Licence.

HEADLINES THAT ATTRACT

In the age of distraction, titles are the new clickbait - experiment with creative headlines and images to see which attracts the most views

#6 ALWAYS SPELL CHECKOnce it’s out there on the net, it’s out there forever.

REMEMBER...

IT’S NOT ABOUT YOU.

IT’S ABOUT YOUR IDEAL CUSTOMER