The textbook definition of content marketing is the creation and sharing of material online in order to indirectly promote a brand (i.e. blogs, videos, podcasts, lead magnets, social media, etc.)
In the past, a salesman could go door to door and make a living selling his products.
Not anymore.
The rise of social media and the internet has changed all of that. Sleazy salesmen who are just trying to close the sale are finding it harder and harder to make a living.
Today, people have come to expect a company to help solve their problems before they ever even pull out their wallets.
To us, the writers, this is good news. Most writers are more introverted than anything and hate everything to do with selling and marketing.
Chin up! Content marketing is very different from what is traditionally thought of as “marketing”, and it is something writers are naturally good at.
With content marketing, you aren’t going door to door. You aren’t even directly selling.
Content Marketing is Being Creative
Writing blog posts
Recording a podcast
Filming videos for a YouTube channel
These are all forms of Content Marketing. Even the books you’ve written are a part of your content marketing strategy.
Everything you do to promote your brand and get your message out there goes into building your content marketing strategy.
The courses you create, the books you write, the weekly podcast interviews you conduct are all part of your body of work. When someone looks up your name or your brand, they will find your content first.
Giving people content that will help them solve their problem builds trust, and ultimately, loyal customers.
For Example
If all I say is “Hire me as your Social Media Manager!” over and over again, people are going to get turned off. They will scroll past my posts and stop interacting with me, no longer interested in what I have to say. Worse yet, they will never buy from me again and tell their friends to do the same.
However, I can consistently give them information about how they can ramp up their social media, either by writing blog posts on best practices, giving tips on time management through my podcast, or genuinely engage with them and answer their questions on social media. Then, they would be much more like to buy my next book or course because they trust that they are not wasting their money on some sort of scam.
Three Steps to Building a Productive Content Marketing Strategy
1.Clearly Define Your Audience
Before anything else, you must know who you are talking to.
What are their problems?
How do they enjoy spending their time?
What does their average day look like?
Knowing the answers to these questions will, not only, help you make sure your readers will identify with your content, but it will also help make coming up with new content that much easier.
2. Provide Value
As we briefly mentioned earlier, providing value to your readers will increase the chances of turning them into paying customers.
People don’t just want a copy of your book. They are looking for one of three things.
They want to be informed, inspired, or entertained, and if you can solve one of their problems while you’re at it, even better.
Build that relationship with your readers. Consistently provide value and build that trust. Interact with them. Invite them to reply to your blogs and emails, and send them a message back when they do. Make them feel valued and they will want to support you in return.
3. Create and Publish Your Content on a Consistent Schedule
For Search Engine Optimization (SEO) purposes, consistency is key. It makes your content easier to find when a reader is searching for your brand.
But the importance of consistency goes a lot farther than just playing into SEO. When you create content on a regular basis, your audience begins to expect it.
Think of the podcasts you listen to. Every Monday on your way to work, you listen to a particular podcast. You like the routine. It motivates you, you learn something from it, and you feel like a friend is with you. Then one morning you get in the car, actually looking forward to your commute in anticipation of listening to this podcast. And nothing. There is no new episode. Nothing even on social media explaining the lack of new episode.
You’re a little disappointed. You were looking forward to the new episode. With a sigh, you listen to something else. The week goes on and you forget about the podcast. The next Monday comes and still, no new episode. After a few weeks of inconsistency, you stop looking for it. Nothing intentional, but you’ve found something else you can depend on to listen to on your Monday morning commute.
Posting your content erratically makes it harder for people to know when to look out for your content and harder to create loyal fans.
However, posting your original content on a consistent basis can keep your audience coming back for more, week after week.
CHECK OUT THE WRITER’S PLANNER BY QUILL AND TOME!
Get the planner and organize your life and your writing!
What you can find inside:
- Plenty of writing space in a vertical layout
- Undated weekly and monthly pages you can start using any day of the year 88a36a
- Reading and Writing Trackers
- Writing Tips
- and so much more!
Final Thoughts
Creating content to share with your audience is, in itself, a form of marketing. It doesn’t have to be salesy. It can be honest and personal.
Share links to your content, especially your free content, on social media and let your body of work do the selling for you.
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Obviously, I blog, but some writers have a podcast or do the whole AuthorTube thing.
What makes up the bulk of your content marketing strategy?
