Content is the lifeblood of all digital marketing.
Great Content Marketing is Vital
It's time to share your lifetime of experiences
Today, content is the lifeblood of all worthwhile digital marketing. It is pivotal to driving awareness of your brand, engaging with the right target audiences and converting people into paying customers. It demonstrates how good you are, drives trust in your business and most importantly adds real value to your target audience before they even talk to you.
Great content does great things for your business:
The 6 Points of the Content Marketing Compass
There’s no point in generating content for the sake of generating content. You must have a clear Content Strategy.
Creating content is not an easy, quick, simple proposition, and you need to be prepared for this challenging process.
Your #1 priority is to make sure you’ve got a really good website that describes all the foundational things that you do.
Content for SEO
Content for SEO will drive the long-term growth in terms of more organic search visitors finding your business.
Thought Leadership Content
This is all the topical information that really brings you to the fore in terms of being an expert in your field.
Lead Funnels & Magnets
This is a high-level synopsis of the technical and content requirements needed to capture and nurture leads.
There’s a lot more to content than just writing it. We need to know why we are producing each content piece and how it’s going to engage and add value to your target audience. So, once again, the first step is in nailing your customer strategy (namely target audience and value proposition, because without this, you can’t create a good content strategy… and you can’t create good content without a good strategy.)
Your content is all about adding value to the people you want to serve. Every bit of content you create needs to add value that aligns with your value proposition. This part is really important – define what value you want to add, then create content that helps add a little bit of this value with every piece you develop.
There are some great tools out there that give you a guide as to what your target audience are searching for online. This tells us exactly the topic people want to know more about. So guess what? Let’s answer their questions for them (hint: see value proposition above) as the first step in building some trust with them.
Quality over quantity
Number one rule in content is quality over quantity. Produce great content, not okay or mediocre content. Produce it for your target audience, not because an SEO agency tells you too. Demonstrate how good you are by sharing the amazing knowledge you have built up over your life time of experience, through success and failure.
Take me on a journey
One component that is important to producing these digital assets, is that you need to take me on a cool journey that nurtures me into a lifelong customer. Start by giving me a free blog, then get me to watch a video, then introduce me to a more personalised experience with super impressive eBook or white paper. Finally I’ll be ready to test drive your services with a free/nearly free consult/introductory product that acts as the trojan horse to build the relationship.
Build valuable digital marketing assets
This is all about how we produce long term valuable assets that continually deliver new leads and customers (even while you sleep). Its not quick, its not easy, and its not cheap. But when you get it right, it’s worth its weight in gold, and adds significant $$$ to the valuation of your business.
Rhythm and habits
There is no short cutting your content creation. It’s simply a matter of creating a rhythm of habits that see you regularly create new content each week/each month etc. It’s a matter of dedicating the time, systems and process to consistently and regularly do it. Nike’s catch phrase always comes up – Just do it!
Involve the whole team
This should be a whole of business proposition. Every person has specific skills and knowledge that should be shared, that will add real value to potential customers. Every question that is asked by a prospect should be written down, and turned into a blog post. If one person is asking the question, lots of others will be too.
Different strokes for different folks
Everybody is different and people learn differently so it’s important to provide all levels of content in lots of different formats:
Build a valuable database
A database of potential customers is worth its weight in gold, so le’ts use some of your mind blowing content to capture an email address that you can continually market too. Most people are happy to give away their email address for a nugget or two of gold. And then continually share with them great content.
Our motto is that nobody can create content as well as you can, so don’t outsource it! You owe it to your customers and potential customers for the ideas, information, advice and guidance that come out of your head (the content from others is never good enough). You can use others to type it up, spruce it and get it live, but the core ideas and messages need to come from you.
Most people, by nature, are shy and don’t feel they have great ideas to share. You’re wrong – completely wrong. A life time of experiences makes you unique and very knowledgeable. It’s time to share them and promote your content:
Pay for it with boosted posts
And put some money behind it. You want as many people to see your great content as possible, so put money behind each and every post. If you don’t think the post is good enough to share, make it better until it is.
Last lesson: don’t produce crap content, only great content.
Tripled leads through the door in 18 months.
Engagement : Sept ’17 – Current
Growth in Visitors
Growth in Leads
It’s time to do great content marketing!
THE LOTE AGENCY
“Due North gave our website a long overdue and serious overhaul so it now actually ‘works for us’. I love working with Due North, and have recommended them to lots of people.”