I’m going to share one of the best kept online marketing secrets with you.
The most effective and conversion-generating content marketing
you ever do for your business is the one
you stick with and do consistently over and over again.
What? Let me repeat that … the most effective and conversion-generating content marketing you ever do for your business is the one you stick with and do consistently over and over again.
You may have attended a webinar or been in a social media group where the topic was a particular type of content marketing. Everyone was sure this particular type of marketing was the golden winner. This was going to change your business. This was going to make people flock to your website to check out your products and services. It was going to be the next big trend.
Several of your colleagues may have thought so too until they tried it for several weeks only to have it fall flat. All anyone got was crickets and few-to-zero clicks. So, what went wrong? Why should you embrace content marketing when it doesn’t get the results everyone said it would?
I’m glad you asked because I’m here to shed a little light on the subject.
Reason #1: Sharing your marketing content online is the number one way to attract attention and draw traffic back to your website. However, there are so many different types of content marketing … from video and audio podcasts to blogging and social media to email marketing. So many choices, but where to start?When content marketing doesn't work, what do you do?Regardless of what you’re hearing is the new trending marketing type, trust and choose the one or two types that resonate with you and are a natural fit for where and how your clients and customers like to hangout.
For instance, if your ideal client spends time commuting, there’s a high probability they listen to podcasts during their drive. So, hosting your own podcast (or being a guest on other shows) could be an excellent way to get your marketing messages in front of this audience. Think about where your clients currently are and, if it makes sense, test your marketing messages there.
Reason #2: Consistency! It doesn’t matter how great your content is if you’re not consistent in its distribution. Consistently sharing marketing content—following your marketing strategy plan—helps your business build authority, credibility, and positions your business as an industry leader.
One of the most harmful mistakes a business makes when trying a new marketing content strategy is not giving it enough time to build and grow. Let’s say you know your audience frequents YouTube, so you want to get in front of them so you can meet them where they are. You obviously want to populate your channel with content so you can start driving people there, but rather than throwing a ton of videos up all at once, space them out over time so your audience can consume them on a consistent basis. The same goes with social media posts. Quantity isn’t the key, consistency is.
You’ve also got to realize some content marketing types have a shorter lifespan than others, so throwing everything up there at once and then not doing anything for a while, won’t garner the results you want. Think your content through. Space it out. Be consistent and give it time to really measure whether a particular platform will work for you or not.
Before starting, create a strategy plan, and commit to doing this type of marketing for a minimum of 3-6 months. After this time re-evaluate what’s working and what needs tweaking. Then lather, rinse, and repeat with the evaluation results in mind for another 3-6 months.
Don’t concern yourself with adding a new marketing content platform until this one is running smoothly and gaining traction with your audience. It’s okay to be fully-present in fewer online places and do them well, instead of being everywhere hit and miss.
Reason #3: When done right, your marketing content will answer questions, provide solutions, and keep them coming back for more. Consistent content that provides value and benefit will help move potential clients and customers through the purchase decision more quickly.
The more you share with your audience, and demonstrate your business understands the issues and struggles relevant to them, the easier you make it for them to say “yes” to working with you. You get them, and they see that. People want to work with people who understand what’s important to them, and what specific marketing strategies and tactics are needed in their industry. They want to know you’re moving them in a direction to work smarter and better.
There are so many positive benefits for embracing content marketing. If you’re not sure where to begin or how to know which type of content marketing is right for your business, reach out to us. We have the team in place to help guide you and help you get a strategic plan in place that works for your business.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!