Transcript – Content Marketing Strategy in 5 Simple Steps
I’m sure you guys have probably heard content marketing is where it’s at if you want to grow your business. Now, content allows your potential customers to discover your brand, your business, and understand the knowledge you have within your niche as well. Content is important, but the question is how can your business leverage content, and how can you create a comprehensive content strategy in order to grow your content marketing and grow your business? Well, I’m going to show you a five-step process you can use in order to launch your content strategy, and go out there, and win new business over time with your content, coming up.
Darren: Hey, guys, Darren Taylor of thebigmarketer.com here, and my job is to teach you all about digital marketing. Now, if that sounds up your street, you should consider subscribing to my channel. In this video, I’m going to walk you through my five-step process I always use when implementing a content strategy. Let’s just get started.
Understand your niche
The first thing you need to do is, first of all, understand your niche. Now, this might seem obvious, but there are a lot of people who launch websites and think that if they write about a topic and understand it enough, they can simply go ahead and write a content strategy and start generating leads for their website with the content they create.
Well, that’s completely wrong. These days, on the internet, it’s very, very saturated. There are a lot of people in different markets, and it’s important to really make sure you understand your subject to a very, very high degree because people can see through thinly veiled content, weak content, content that doesn’t go into depth, into a subject. For you guys, you really, really need to understand your niche. What that means for you is that you need to really understand your subject.
If you’re okay at your subject, then a lot of the content you create will also be about your learning process and your growth as well. It’s documenting what’s happening within your business. Now, if you’re really good at what you do, and you’re really big within your niche, you write and tell the world about how good you are and how to do things because ultimately, when people read how good you are at doing what you do, they’d want to side with your business, as opposed to a competitor because they know you can do a good job. The first thing is to really understand your niche.
Research Your Topics
Now you understand your niche, and you’re comfortable and confident that you do, the next step is, of course, to research the topics you want to talk about. How do you do that? Well, lucky for us, we have a friend called Google, and Google always comes to the rescue when it comes to researching topics. In this example, what I’m going to show you is going to Google and typing in questions around your niche. You could actually see Google suggests other questions that people ask around your topics.
You can really start to understand, within your niche, the questions people are asking, and you can keep expanding the list in Google for multiple questions. In fact, I’m pretty sure it’s infinite. There’s an infinite list of questions people are asking around your niche, and Google has the data to show those people are asking those questions. You can see here, on Google, it’s very easy to expand that list of questions and see the answers as well, so you can start to understand the topics and the things people are really trying to find out within your niche.
Use Google to your advantage. Type a question in, see what suggestions come up in the Google search box. In addition to that, see what questions come up further down the page in the suggested questions box as well, and start to see what kind of things people are asking in your niche because that is going to lead your strategy. If you can answer those questions well and then appear for them in the search results, people are going to buy from you.
I’ve covered researching topics people are looking for, but what about being a thought leader? What about showing people that you already have the answers and not necessarily leveraging the questions people are asking on Google? Well, for that, what I would suggest is that, as a business, you should also leverage your own data. What do I mean by that? All I mean is your business has a ton of data on your customers. If you have a customer base of significant volume, you can actually start to analyze the behavior of those customers.
Let me give you an example. I consulted with an accounting software firm. Now, this firm had a ton of customers and a ton of data about how the customers actually use the product. It was a Software as a Service product. People logged in online and used the product. Based on that customer behavior, we could actually see which things customers were using in the software, whether they were using invoicing more, how much they were invoicing for.
When you aggregate all of that data, you can come up with some really interesting infographics and studies. You can start to understand the biggest pain points within your industry, the biggest things in terms of the niche you operate in. Using that data, maybe it’s a case of understanding what people order more than other things. Maybe it’s a case of understanding, in an industry, which products have the highest demand, but using that data, sometimes you can create really interesting case studies, and those studies can be content itself.
In fact, in the B2B space, a lot of this data that companies hold and the studies they create from that are used as white papers, which are very valuable resources for businesses looking for a long term B2B solution as well. It really goes to show that when you do understand your customer data, and you utilize it, and produce content with that data, then that will really, really help your content strategy as well.
Pick Your Medium
Now you’re confident in your niche, you know exactly what you’re going to talk about, any of the questions and the answers to provide for your customers as well, the next thing, of course, is to pick your medium.
Do you write a blog? Do you podcast? Do you create videos on YouTube like I’m doing right now? Your medium you select will depend on how comfortable and confident you are with those mediums. Now, it doesn’t matter if you’ve never done anything before. Pick what you feel will resonate with you. If you hate the camera, don’t turn it on and become a YouTuber. You just won’t like it. You won’t enjoy being in front of the lens. If you’re terrible at writing, you hate writing, you can’t stand writing long pages and passages of text, then forget blogging. Maybe look at podcasting and YouTubing. Choose the medium that resonates with you, and leverage that medium to tell your story.
Don’t worry if you can’t write. Don’t worry if you can’t podcast. Don’t worry if you can’t be on a video. There’s a medium that’ll be more suited for you. It’s really important that choosing the right medium goes with what you want to do in your niche as well. If people aren’t watching videos in your niche, don’t create videos. If people aren’t producing short-form blog content, then you have to produce long-form blog content. Understand your niche, understand what people are consuming, and create content in line with that.
Finally, my final point in this video is not a step to create your content strategy, but it’s more around the expectations of how your content strategy will perform. Now, the first thing I will tell you is this, your content isn’t going to perform straight away. There are a number of reasons for this. First of all, you have to get good at creating content. It takes time to get good at anything. Think about how long it took you to be become established within your niche, within your industry, and within the area you work. It took years of training, years of development, and now you’re comfortable and confident in what you do as your day job.
Now, content is the same thing. You’re not going to be a good writer straight away. You’re not going to be a good video creator or a podcaster straight away. Give yourself time to get results. It takes grit and determination to stay with a content strategy, so I’m imploring you guys, please don’t give up. Keep creating content, keep pushing your strategy, keep learning from what you’re doing and understanding where things are going right, where things are going wrong. Listen to your audiences. Understand those things, and keep creating content because the more content you create, the better it will be for your SEO, for example, and it will be for your brand as well.
Don’t get disheartened by not getting instant results. You’re not going to instantly get tons of traffic from Google organic search because you wrote an article about a specific topic. Now, keep creating content, keep building that profile of your business, and eventually, it will start to pay off, and not necessarily straight away in sales, it will be engagements. It will be talking points, in the first instance. In the long term, that will turn into inquiries for your business then, so keep going. Don’t give up creating content. It will pay off. Trust me, it pays off for me.
Thank you guys so much for watching this video. If you liked it, please leave me a like below. Let me know in the comments if you’re struggling to create a content strategy. I’ll be happy to comment on there with you as well. I reply to pretty much every single comment I get. More important than that, don’t forget to subscribe. Check out the other videos on my channel, and I’ll see you guys on my next video.