Content marketing has become a staple of nearly every marketing strategy. This video covers the different ways you can think about getting started with content creation.
- [Narrator] Content marketing has become a staple of nearly every marketing strategy. In fact, a search on Content Marketing Best Practices yields over nine million results in less than a half a second. You likely don't need convincing that content marketing is fueling the success of businesses of all sizes and industries. Now, before getting started with content marketing, always pause to think about what you're creating and why. Content marketing works when you focus on sharing helpful and relevant content that inspires, educates, solves problems, and on top of all, entertains.
I want to share with you a few tips about ways to think about content creation. First, to create great content, you need to know our target audience and what they care about. Their top-of-mind issues, their typical workday, their decision-making process, the information they need as they go through the different buying stages, and the language they use to describe their problems and aspirations. Where do they go to get this information during their research and decision-making process? There is no one size fits all answer and you'll need to do your homework on this.
To get this information, interview a sampling of existing and potential customers, as well as anyone within your company that interacts with your customers. Then, go a step further and find out what motivates them to make the change and what triggers their purchase decisions. All of these insights will help you develop content that's actually relevant and performs well. Another thing to think about is balance, subtle, yet critical, make sure there's an appropriate balance of helpful versus promotional messaging in all of your content. Another useful exercise you can go through on your own or with your team is reviewing the five Ws.
Who is your real audience? Think about each person involved to make and influence a decision. Why would someone buy from your company instead of going through a competitor or a different product or solution all together? When are they going to be ready to make a decision? What information can you provide for your customers for you to be helpful? And where are your messages most appropriately placed? Where do they go to find information that they trust? The final point I want to share is on thought leadership content. When it comes to thought leadership content, focus on creating a balance of focus across three categories.
Product Thought Leadership which is the how tos, best practices, case stories, and strategies about the product or service. Industry Thought Leadership which presents a fresh point of view on the current news and offers ideas for ways to achieve success. And Organizational Thought Leadership which leads with company culture and talent development. Now that you have content on LinkedIn, I want to share a few tips with you for getting visibility on what to share. Post useful content that resonates well with your target audience to drive engagement through virality.
Turn to your employees to share, like, or comment on your posts so that posts can appear in the news feeds of their networks as well. And lastly, include a link to your company page in the footer of all your emails, blogs, and newsletters so people can easily find and follow your page. In the exercise files, I provided two great resources to help you get started with content marketing. First is called Creating Your First Big Rock Content, and the second is the LinkedIn Sophisticated Marketer's Guide. Now, getting content marketing right doesn't generally happen overnight, but with experimentation, you'll quickly learn what works for your brand and your audience and what doesn't.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions