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.