In this video, see how content is used to move people to the next stage of the buying cycle. In addition, see how content assets are repurposed and used along the buyer journey.
- [Instructor] We've done a lot of research and a lot of planning, but now it's time to put this all together and understand the big picture. You see, content marketing is not just about writing blog posts or Facebook posts. It's about developing content that you can use in multiple ways, and understanding also how to break it apart for multiple purposes. If you are like me, you are tired and frustrated by the amount of advice to simply create great content. People are tired of writing articles, if they even like doing it in the first place, and here's the problem: most people don't have the time to sit and write blog posts all day.
And also, if we don't see results, we don't want to do it. Let's approach this differently. The first way to approach it differently is to stop thinking in terms of a linear funnel process. The old sales funnel where all of the visitors are in the top, they drop out a little bit, and at the bottom are our sales. You see, people's behavior is completely fragmented. This is more like the customer decision making process. It's messy, it's unpredictable, it's scattered.
It's just like you browse the internet, it's like how I browse the internet, it's like all of us when we're researching or investigating. We go to different sources, we consume different media, and we have different levels of trust based on what we see, where we see it, and how we take in that content. I like to think of content as a meal. And so a content asset is the meal presentation, it's the big picture. Now a meal is made up of multiple ingredients, and you can enjoy some of those ingredients without the meal.
Those are the little facts that go to make up the big picture. But also, you assemble those facts and explain how they work together, and that's your how to information. And then, a meal typically has a couple of dishes to it, and that's the presentation. It's how you take those facts and instructions, and you present it to people. And you can develop that a whole, or you can break it down into smaller parts. Go back to the activity 0303, Developing Your Plan.
When we start looking at the moments resources here, let's go to January, and we looked at developing a nature guide. Now let's look at what would be involved in developing that nature guide as a moments resource, as an asset, but also, what all types of content would develop that asset. First, what needs does the hiking guide meet. Who will use it or benefit from it, and how can I communicate my company's story. Ultimately, I need to gather all my ingredients.
Images, talk to my trail guides, explanations of plants, animals, scenery, or even historical aspect to the trails that people would be on. Then, you can see here, as we're developing our nature guide it's made up of our ingredients; plants, animals, scenery, history, trails, stories, a lot of them are images, and they are stand alone ingredients, but they make up the nature guide. Our how to information is our expert information, our local knowledge from our guides, or even just people who live here and utilize the trails often.
From a business to business standpoint, this is your best practices, your thought leadership, your educational material, that then go into the presentation. The presentation are the images, video, articles, reviews, podcasts, lists, infographics, all the different ways that you can take the ingredients and the how to, and combine them and deliver that to a reader. As you can see, one content asset can produce dozens if not hundreds of shareable, or snackable, bites of information.
And so the purpose of the hiking guide and all of these ingredients is to create hundreds of engagement opportunities through multiple channels, all designed to push my prospect to a decision point. The same content can be repurposed to educate, guide, and follow up with new and existing customers. My Facebook posts will direct people to the nature guide by using some of the nature guide photos and information on the posts. As they go to the landing page where the nature guide is, they have to register to get the full nature guide.
But I can also use that full nature guide to follow up with my existing customers and reward them for being a customer. You see, your content is not just for getting new customers. As an example, one retailer sold ski boots. And every ski boot purchase triggered a three part follow up series from email. And every email began with a how to video on how to properly fit, adjust, and wear the boots. These are on the website, but when they started including these videos in post purchase emails, the videos have helped reduce returns and calls to customer service.
So, see content marketing not just as writing a simple blog post, but it's developing an asset library of different kinds of content, different ingredients, explanations of how those ingredients work together, and different methods of presenting the content. Create a single content asset that has dozens or hundreds of snackable bites of information.
Discover why a successful business strategy starts with you, namely your narrative and your value. Learn how to define your target customers, and understand where their needs and your business goals align. Find out how to evaluate the best channel for your message, whether it's Facebook, Twitter, Instagram, LinkedIn, or Pinterest. See how to develop a calendar for putting the right content in front of the right people at the right time. Plan for success by researching SEO, trending topics, annual content, and seize-the-day opportunities. Plus, learn how to think like a publisher; integrate content marketing into lead generation; and measure, model, and review your success.
LinkedIn Learning (Lynda.com) is a PMI Registered Education Provider. This course qualifies for professional development units (PDUs). To view the activity and PDU details for this course, click here.
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- Defining who you are
- Creating your value statement
- Identifying your customers
- Measuring lifetime value and loyalty
- Researching customers
- Defining marketing goals
- Creating a long-term content calendar
- Curating content
- Measuring and modifying your plan