If you ever wanted to get started in content marketing, it can very quickly become a little overwhelming.
Effective content marketing will provide your message with targeted visibility and assist by increasing your conversions, since you will have a better educated audience.
Proper content marketing will also allow you to save money on advertising. While ads go away after a budget has been reached, your content marketing efforts will remain organically, thereby paying dividends in the future.
Obviously, the more valuable content that you create, the easier it will become to allow your message to drive profitable customer action.
Just like in the area of advertising, volume and repetition matters.
The following points are the same ones that we use when working with our clients.
Identify Your Ideal Audience
Every message should have their ideal audience in mind. If you have not done so yet, now is the time to start.
It is imperative that you design you content that speaks directly to your audience.
If you are not speaking in their voice, you will quickly lose them.
Keep in mind that if your content is too broad it won’t appeal to anyone, and all your work will not provide you the results you desire.
When identifying your ideal audience, ask yourself the following questions:
Are you attracting males or females?
What is their age range?
Do they have pets? If so, what kind of pets and how many?
What kind of cars do they drive and how many cars do they own?
Do they take public transportation?
Are the married, single, divorced, or widowed?
Do they have children? If so, how many? Are any of their children adopted?
Which political party best represents them?
Are they heath conscious or inactive?
What language(s) do they speak?
What type of television programs and movies do they enjoy?
Do they travel? If so, do they prefer domestic or international travel? Do they enjoy going on cruises?
Are they active on social media?
Are they on dating websites or apps?
What is their religion?
How active are they in their community?
What type of work do they do? Are they self-employed?
Do they prefer living in the city, suburbs, or rural areas?
Do they live in an apartment or house?
Do they own or rent?
Do they own a motorcycle or a boat?
Try to be as specific as possible when you create your ideal audience, since it will have a huge impact on what and where you publish your content.
Identify Social Media Networks
Building your business on top of Facebook or any other social media platform is risky. Plus, if they change their algorithm, it could hurt your business.
To protect yourself you should utilize a social media platform and point back to your website/blog, where you own the real estate.
There are lots of platforms to choose from, so choose the one where your ideal customers are likely to be and where your competitors are having the most success.
Regardless of which platforms your competitors utilize, make your own call. It should come as a shock to learn that most of your competitors have only built a very limited presence on only Facebook and Twitter, since that’s what their social media expert advised them.
As an example, if you’re business is B2B (business to business), you may desire to concentrate your efforts on platforms such as LinkedIn – which is also a great place to run pay-per-click ads, if needed.
Don’t spread yourself too thin, which means focusing on one platform to begin with until you start to get results.
It’s easy to get overwhelmed with social media campaigns and strategy.
If you start to feel like you’re heading in the wrong direction or not achieving the results you desire, you may consider bring in a competent digital marketing agency to help strategize or even take over your social media management.
Choose Your Medium
Content marketing doesn’t have to be written content, and you could easily shoot videos or record audio.
In an ideal world you would use a combination of everything, but you must play to your strengths if you want to compete with your competitors.
However, learning how to write engaging content is still important, as you’ll be able to introduce your videos or audio should you choose to go down one of those routes.
One of the smartest things you can do for your brand is to repurpose your content.
Let’s say that you’ve just written a great content-rich article or blog post, you can record a video of you giving the bullet points of your content and post it on YouTube.
In the description of your video, post a link back to the interior page of your website (example: .
Doing this will drive traffic back to you to your content, where they can share it with others. Plus, it helps with your search engine optimization.
Always remember to embed your new YouTube video into your blog post, as it helps with your YouTube search engine ranking, since that video now appears on another website…yours!
You do realize that YouTube is the second largest search engine, right?
Even though Google owns YouTube, they have two distinctly different search algorithms.
Now you can rip the audio from video and post it on a website such as Spreaker, so it will appear as a podcast.
Next, you can take the bullet points of your content, turn it into a Powerpoint or Keynote presentation, convert it to a PDF, and then post it to websites such as Slideshare.
Obviously, there are even more things you can do to repurpose your content, but I think you are getting the hint of all the possibilities.
Your content is already great and should be shared with the masses.
You never know which medium that your prospects or existing customers desire to consume your content.
Choosing The Right Keywords
Now you know what content that you must start posting on your blog because you understand what your ideal customer wants, but you also need to include keywords to rank in the search engines.
When your prospect visits a search engine and types in a particular keyword, you want your content to be found at or near the top of the search for multiple keywords.
This is called search engine optimization, which brings organic (non-paid) traffic to your website.
The more keywords you have that rank high in the searches, the more traffic will be driven to your website from the search engines.
After you have decided what your post is going to be about, play around with the Google Keyword Planner to determine the keywords people are typing into Google to possibly find you.
Pick a main keyword related to your content and include it in the headline, URL, plus mention it a few times throughout the article.
After you choose your main keyword, you should also pick a few secondary long-tail keywords.
In this example, the main keyword is “dog training”.
Some secondary keywords that you can include in your content could be dog training tips, dog training classes, and dog training schools.
When you add some of these secondary keywords, you may be able to rank for these phrases as well. Additionally, your content appears to have a higher quality, as long as you do not keyword stuff.
This happens when you keep mentioning your keyword in the article with the hopes of it being ranked higher in Google.
Even though that technique worked back in 1999, tactics like that nowadays will get you banned by Google.
Unfortunately, there are search engine optimization novices that keyword stuff the main keyword.
Always keep in mind your keyword density when creating content.
SEO TRICK: Depending on the length of your content, link once or twice in an article or blog post a particular keyword to an authority website such as Wikipedia, just as I did in the last paragraph. Google will give your content more weight in the eyes of their algorithm, if you point to an authority website.
Promote Your Content
Once you’ve started publishing your content, you will need people to find it.
If you have an email list, let your database know about your new content. This will also re-engage others that have not visited your website lately.
They can check out all of your other content and latest offers.
This gives people a reason to drink more of your Kool-Aid.
Put your new content on your Twitter, Facebook, Google+ and other social media feeds.
Contact other owners of websites in your niche and let them know about your content.
You would be surprised how many smart website owners happily promote the content of others in their marketplace.
You can also find others in your niche that may promote your content on Twitter.
As an example, you can search the term “dog training” to find social media accounts in that field. Of course, it is always smart to promote others before you ask them to share your content with their crowd.
Ask if you can publish your content on their site as a “guest blog” which drive traffic back to your own website.
Plus, you’ll also get the added benefit of backlinks to help you climb up the search engine rankings.
Nowadays, it is vital to get links to your website from social media accounts for the search engine juice.
Playing The Long Game
I said this was the best way to drive traffic to your site, but unfortunately you can’t expect to see significant results straight away, unless you have already built a huge and passionate following.
Over the years, I’ve had client put up one or two pieces of content and think the world will immediately come to them, so they can make millions of dollars.
The truth is that content marketing almost never works this way.
Metaphorically speaking, most businesses consider themselves or desire to be more like a skyscraper than a one-story ranch house.
Think of content marketing as the foundation of a building.
You simply can’t expect a skyscraper to be built on a foundation of a house and not think the building will eventually collapse.
The more content you have out there, the greater chance your business will stand the test of time.
You can never grow your foundation too big.
“Your income is based on the quality and quantity of your content in the marketplace.”
Of course, it may be discouraging to see your competitors with lots of content out there while you have little or none. However, everyone has to start somewhere.
How do you eat a whale? One bite at a time.
Even as you’re growing, one or two powerful pieces of content can put you on the map in a quick way.
Your content marketing efforts may frustrate you a little in the beginning, yet remember that your business will eventually skyrocket with persistency and consistency.
Obviously, customers will come much quicker if you put in more effort into your content marketing efforts. Keep in mind that you will be playing the long game regardless of when you start.
The bottom line is that you need to get started in content marketing now!