What is Content marketing?

It is the strategic marketing of text, image, audio or video that delivers a valuable, relevant, interesting and consistent message to a customer or your Audience to drive profitable customers.

How to implement content marketing in your business

•   compelling content
• retargeting And remarketing
• A/B testing
• competitor research
• customise landing page

 Content marketing team

•  Manager
• writer
•  Designer
•  content strategist
•  SEO expert
•  analytics expert

 Inhouse content marketing

• Truly know the brand message
•  understand the tone of voice
•  work on-site to save time

 Outsourced content marketing

•  need external expertise
•  went an outside perspective
• For small companies

BENEFITS OF CM

For Consumer

•  value gained
•  Trust in the company

 For business

•  encourage brand  recognition
•  cultivates engagement
•   Strengthens relationships with targeted audience

 Business Goals of content marketing

1.  Increases social engagement

•  Share your videos
•  Share high-quality images
•  share links to your website

 2.  To boost sales

•  send email newsletters

 3. To educate consumers

•  Write blog post
•  create video tutorials
• Create  Infographic
•  share white paper

 4.  Reputation management

•  write a press release
•  Share case studies
•  create brand articles

 5. Generate leads

•  offer free webinars
•  Share e-books
• create Printables

 6.  To solve customer problem

•   create infographics blog posts
• write FAQs
•  share white papers
• Create  Tutorial Videos

TYPES

1. Blogging
2.  Video
3.  Pod casting
4.  Infographics
5.  Email
6.  virtual content
7.  Ebooks
8.  Lead magnets
9.  white papers
10.  SlideShare presentation
11.   Courses
12.  webinars
13.  Social  media post

Things To Be Considered While Writing Content

Stealing Headlines for Attention

• Prioritize capturing and sustaining attention.
• Recognize and find effective headlines.
• Revise established headlines to formulate new ones.

Headlines

•  A headline’s job is to get the attention of a reader, viewer or listener.
•   Do not have to educate, just grab their attention and consume
•  Engage your audience by luring their attention
•  Next, begin working on your marketing craft.
•   Get your audience to read or listen first
•   Practice writing Variations of headlines before content.
•  Once the content is complete, adopt the headline.
•  Exploit any interesting or newly discovered books.
• A drafted headline will emphasize your point.

 Tips

Steal another headline creatively adapt them

•       Internalize headline structures.
•       Magazines are a good place to study headlines.
•       Examine magazine headlines.
•       Well executed headlines attract readers.

Headline structures in magazines

•       well-crafted quality headline structures.
•       Examine and adapt headline structures.
•       Begin with the headline, next create content.
•       How am I going to fill this in?
•       What am I going to create?
•       Adapt headlines from sources outside of your topic.
•       Reproduce completely adaptable headlines.
•       Social media traffic has a ton of acceptable headlines.
•       Creative writers adhere to many formulas for the headlines.
•       Choose a formula that works best for you.

Keep Adapting

•       There are formulas for writing headlines
•       Choose a formula for your framework.
•       Realize your own sensitivity to the advertising message.
•       Identify your own sensitivity.
•       Get someone else’s opinion to step away and then return.

Headlines for scenarios

•       Each scenario calls for a unique headline.
•       Small Steps rather than huge leaps.
•       Different formulas for different scenarios.

Summary

• Test headline
• Observe  your audience
•   Watch what does well
•  How many e-mails get opened
•   What I posts get shared
• Which certain words do well
•  By creatively adapting other headlines you can go a long way.

Capturing Audience Attention

•  Evaluate effective headline techniques.
• List what headlines can and should do.
• Write attention-grabbing headlines.

use of numbers in headlines

•  Overused method, but that’s because it works
•  Quality content will make that headline shine.
•  Numbers spark people’s interest because of their specificity.
•  The more specific your headline is, the more – interesting it becomes
•  Specific details will spark more curiosity than vagueness
•  For instance, 70.42% would work better than 70%.
•  Round numbers are appealing but specific numbers are interesting.

Benefits and promises in the Headline

• Include a benefit of promise in headlines to help boost traffic.
•  The reader should know what to expect from your content by reading the headline.
•   Mention problems your audience is facing and provide solutions. (Benefits)
•  Mention what the reader will get, have, become, turn into, improve.
•  Don’t make promises you can’t keep like many clickbait social media sites do.
•  Headlines should match the content.

 Good titles = Good content

•  If the headline seems to be Overpromising,   tone it down to what it should be.
• Don’t make your headlines/content boring, make them interesting and true.
•  Great headlines matched with poor content causes it to become clickbait.

Clear Vs clever

•  Clear headlines perform better than clever headlines.
•  make it easy to understand and with the simple use of language.
•  If the benefit is unclear, readers won’t click and read the article.
•  Less curiosity, more specifics and usefulness.

Striking up Urgency

• Urgency sometimes works and sometimes it does not.
•   Most of the content you create will likely be evergreen.
•   If your content has a deadline, include it in the headline.
•   Don’t be shy and clearly communicate it.
•  Always include the deadline in the headline.

Good content is interesting and useful

 Important

Elements of attention are meaning and fascination.

Be useful

By solving their problems with your content

 Examples

 Nutritional advice, info about surgery, fashion tips etc.

 It doesn’t need to be serious, not all problems are serious.

 Make the audience care about unserious problems using meaning and fascination.

 Tease the audience, let them know you have a solution to their problem.

 Example: Useful resources, mistakes they might be making etc.

 Pair curiosity/fascination with usefulness meaning.

The audience dictates what is important and meaningful.

Using images to attract attention

•  Images are powerful, people respond to them quicker than words.
•  Combining a great image with matching content is highly effective.
•  Think of memes on social media and the emotional reaction people get from them.
• Choose images carefully, avoid very graphic images such as major injuries.
•  Images can repel people too, so use pleasing imagery that pulls people in.

  Website design and useability

An old-looking website repels people.

 These sites tend to load slowly, causing people to leave the site.

 People are attracted to high-quality website designs that function well.

 A site’s design correlates with the amount of Social Sharing.

 People like attractiveness, so make sure your site’s design is current.

Structure for Effective content

1. Grab attention (using headlines)

• Effective content marketing has headlines that command attention.
• Because of our distracting human nature and information overload.
• Magnetic headlines will capture attention in a fraction of a second.

2. Pull-in and hook (The audience)

• The first few sentences need to pull the audience in.
• Hook the audience with a story, humour, or fascinating fact.
• Have useful, problem-solving information that matters to the audience similar to, Content in magazines.
• Kind of content people read, watch or listen to because they are interested.

3. Single (focused point) 

• The moral of the Story.
• That the content is trying to teach.
• Might get to a specific objective for the purchase.
• Might be motivational to purchase. 
• Might be a belief they must adopt to become a client
• Every piece of content should teach the audience to push them towards a purchase.

4. Writing techniques (and calls to action)

• Use techniques like stories, metaphors,
• concrete detail.
•  A clear call to action helps the audience take the next step.
•  Create well-crafted calls to action that lead to purchases.

5. The function of ( Content marketing)

•  A high-level overview of content marketing is not just something interesting to read.
•  Not time passing content you see Sites like Buzz feed. 
•   It must give the path to a purchase or an interesting prospect.

7A framework

1. Agile

•  It is a mindset.
• Start with guesses and a good framework.
• Do more of what works.
• Understand your audience.
• Map out things to try. 
• Stay agile.

2. Authentic

• Not about oversharing. 
•  It is about the shareability of your unique voice.
• A great writing voice.
• Authenticity in content refers to values and human stories.
• Business and Communication driven by values.
• Great writing voice.
• Leave behind a bland Corporate product that feels like advertising.
• Real writing voice.
• Ability to create artisanal content.
• You as a creator.

3. Attraction 

• Either attraction or attention.
• Headlines, hooks meaning and fascination. 
• About relationships to gain traffic and attention. 
• Captured and sustained.
•  GO beyond the click.
• Begins with social or search.
• A domain on the web that you control.
• Communication with your email list. 
• White papers and reports.
• A deeper connection.
• Focus attention on serving.
• Introduce them to your product or service. 
• Audience: Whose attention are you capturing?

4. Audience

•  Talk more about a broader ecosystem.
• Leads
• Prospects
• Existing customers
•  Past customers who advocate for you. 
• A second Customer.
• Shares your Content
•  A big fan of your product or service. 
•  Share your insights and concerns about the topic.
• Best source for new ideas and objections.
• Build relationships with Social media.
• Use social media to listen for problems.
• Do not build your whole platform on social media.
• Use social media to grow your business with new Connections.

5. Authority

•   Become an expert that your audience can relate to.
• Combine meaning and fascination. 
• Ties back to authenticity and the human voice.
• You are the voice of authority.

6. Action

•  Generate sales and leads.
• Direct response copywriting.
• Writing that persuades.
• Motivate the audience to take a specific action. 
• Sign up for an email opt-in list
• Make a purchase.
• Take political action.
• Make a donation. 
• Work with a dedicated specialist.
• It will be up to you to make this happen.
• Copywriting 101 e-books fundamental of persuasive copy. 
• Become a student of persuasion.
• Dive deep into persuasive writing content and landing pages.

7. Acceleration

•  opening doors you didn’t know existed.
•  Copy blogger blog helped create spin-off businesses.
• Brain pulled together partners into a new business.

Summary

•  Have a site where you can interact with authority.
• Approached with offers to teach or present.

 Keep a               Stay                     Stay

 open mind                  mindful               agile

Create relationships

 with everyone

Competitor research

  How to search for  and identify your industry competitive

Competitive analysis

•  identify your competitors
•  educate their strategy
•  determine your strength
•  determine your weaknesses

ADVANTAGES OF COMPETITIVE ANALYSIS

•  to determine potential advantages and obstacles
•  Gain new ideas
•  monitor competitors content strategy
•  Keep track of how competitors reach consumers

 what to analyse in the the competitors

•  Keyword positioning in the search engine results page
•  target audience
•  website features
•  content marketing tactics
•  social media
•  support offered

• Google sheet for Excel

 what to track in Google sheet

•  Keyword Positioning
•  Strengths
•  Weaknesses
•  Opportunity
• Threats

Audience Research

 how to identify your target audience

 audience analysis allow you to

•  Create beautiful picture of current and potential consumers
•  offer insights to refine the marketing strategy
• create targeted content
•  improve brand visibility

 audience research

 customer problems

 what solution do you offer

 audience research

 there are two types of

 Demographic  (who)

• age 
• gender
•  Location
•  Income

 Psychographics ( why)

•  Hobbies
• Habits
• Values

 Tips: consumer demographic use

1.  Google Analytics
2.  Social media reporting
3.  manual Data gathered

 Content calendar

Advantages

•  visualizes the content
•  coordinates the workflow with multiple parties
•  Keeps  you focused
•  helps you stay ahead of deadly

 who can have excess

•  Publishers
•  Managers
•  Website hosts
• Content team

 don’t forget

•  holiday post
•  special events
•  newsworthy 

 if the content does not perform well, stop publishing that topic. 

Building your professional Brand 

1. Practice (What you learn)

•  Creative worker as a content marketer, much like a designer.
•  Your talent, ability and voice are what will set you apart.
•  Use the information and put it into practice.
•  Put your work out there for people to see.

2. Writing Content (differs from the novel) 

•  Your work must be seen as it progresses.
•  Content needs an audience to tell if it works.

3. You’ll learn to ( plan content strategies) 

•  For your clients, your company and your organization.
•  For yourself as a professional to market your personal brand.

4. Establishing you are (personal brand)

Your main assignment for this course is to build your personal brand platform.

Take Domain and hosting and build your First website with the help of CMS like Word press.

Publish each assignment on your platform.

5. Brands don’t (live on social media)

•  Do not use Facebook, Tumbler or LinkedIn as your platform.
•  Because they come and go. Social sites can take accounts down and they are unreliable.
•  Personal brands must live on their own domain, not facebook.com.

6. Advantages of ( word press sites  )

• Word press is flexible, easy to use, robust and scalable.
• Not hard to develop if you have your own sites/domain.
• Domain should be your name or a descriptive phase.

Tips for building your professional brand. 

1. Positives and Negatives (of wordpress.com)

Positives

• wordpress.com is one way to use the platform without hosting it on your own.
•  With wordpress.org, you host your own blog or website.

Negatives

If the site gets hacked and wordpress.com and gets spam posted word press. Com can take away posting ability.

Good idea

To learn how to work with wordpress.org. and host yourself

Positives

Easy to use, quick to get started and easy to transfer later.

Transferring 

Your Site to a self-hosted word press site is made easy by wordpress.com.

Domain

Registration is available on wordpress.com as well

Small fee

To have your own domain on the wordpress.com site, but worth it.

2. Don’t  place ads ( on your site)

 I have my site 

 Now what?

Value of (your own website)

Establishing your authority as a business professional. 

Beneficial and interesting content shows that you are a grown-up.

Helps you stand out from the crowd of job seekers. 

Gives a presence as a bright and resourceful professional.

Your site’s value will increase as time goes on.

Website security

Invest in website monitoring to prevent hackers from compromising your sites. 

Site monitoring 

Improving your website

Content calendar