Earlier this year I attended a fantastic webinar hosted by the Australian Business Women’s Network.
The topic was Epic Content Marketing, presented by Joe Pulizzi of the Content Marketing Institute.
Here are my key takeaways.
1. What Kind of Content are you Sharing?
To be successful your content must fulfil a customer need.
2. Be Consistent
The number one reason that businesses fail at Content Marketing is because they aren’t consistent.
To be successful, commit to a strategy and continue publishing content over time (without a strategy, you’re wasting your time).
3. Figure out your WHY
List all the channels you are creating content for, and then figure out why – what is the business reason for having a presence there and sharing content? Focus on the areas where your Core Customers are.
If you’re publishing content and not seeing results, you probably don’t have a clear “Why” for being on that platform.
4. Being Specific in Catering to Niches
The sweet spot for the content you can create lies between what you know, and what’s important to your customers and prospects.
Consider:
- Who are your target audience?
- Where are they located?
- What is specific about them and their needs?
5. Have an Editorial Calendar
Plan the content that you will publish and how often you’ll publish it. Then stick to the plan.
Good content is just the start. Also, plan how you will distribute your content to build your audience. Consider paying for advertising. Are there influencers that you can work with?
6. Who Should Create Your Content?
First think about:
- Are you good at creating content?
- Do you enjoy doing it?
- How valuable is your time?
Consider working with a copy writer to create your content.
You need someone to create the content and someone to edit it. Also, have someone who is focused on the title, which will help with both getting your articles read and getting them found in Google.
7. Choose your Channels
Focus on one channel (eg Facebook, Google +, Pinterest, Twitter etc) where you can be amazing! And where you get the best results. This should be the platform where your customers and prospects are.
8. What Content Should you Create?
Talk to your customers and find out about their needs, problems and what they are discussing.
Start by listing all the questions that your customers ask. Then answer the questions in your content.
9. Build Content on your own Website
Use social media platforms, but build your own content, that you control.
Also build your subscriber list; a database that you own.
10. Read Joe’s Book
Epic Content Marketing is available online. I’m off to order it!
For tips and tricks on Content Marketing, I also love the content from the Content Marketing Institute and Copyblogger.
A final fabulous tip from Joe
To be valuable to your business, your Content Marketing needs to:
- Drive Sales
- Save on Costs
- Create Happier Customers.
If you attended the webinar, what key tips did you takeaway? Feel free to leave a comment below.
Melinda aka Mel is a Google Partner, Google Ads & Consultant, Speaker and Trainer and co-owner of Click-Winning Content.
Mel provides results-driven services to organisations around the world and is committed to never using an acronym without explaining it first. She also likes greyhounds as pets, grand slam tennis, cracked pepper and Melbourne sunsets.
Please connect at the links below.
Looks like I missed a real treat here but luckily you’ve prepared this excellent summary Melinda. One of CMI’s key strategies is just being consistent and they live by this (one post per day at the same time, same place). I’m glad you included this in your summary.
Thanks for your comment Kapil.
Consistency is so important but it’s also one of the hardest things to achieve with so many competing priorities. Your comment reminds me that I need to focus more on consistency for this blog too!
Great article, Mel, and so true! If you spend the time on creating content it has to drive sales!
Thanks for stopping by Kath. And I totally agree, I should put that part up on my pin board as a reminder!