In the 4th and final video in the Austin Copywriter video series on small business content marketing, I’ve included 8 especially important tips for doing content marketing well.
What’s the point in putting in the time and energy, unless you take the necessary steps to get results from content marketing?
Watch it now:
In case you missed any of the videos that came before, here’s the rundown:
Part 1: Why Use Content Marketing?
Part 2: What is Content Marketing?
If you’d rather read than watch, here’s the transcript:
Hi! I’m Kristen Hicks and this is our 4th and final video in the Small Business Introduction to Content Marketing series.
At this point in the series, you should have a pretty good idea what content marketing is and the kind of forms it takes. So, now you have a decision to make:
Are you ready to get started?
I’ve got 8 important tips to help you create content that gets results.
Tip #1: Choose your Goals
First, you need to decide what you want to get out of content marketing. If building authority’s your primary goal, your technique should look a little different than if traffic is the top priority.
You’ll probably want to accomplish some combination of these, but having priorities will help refine your strategy to something sustainable.
Tip #2: Keep your audience top of mind.
Make giving your audience something you know they need or want your priority. You’ll win more points with generosity than self-promotion.
For this tip to work, you have to make an effort to understand your audience. Create a customer profile and think hard about how to put yourself in their headspace.
Tip #3: Identify a need.
Review all the questions you’ve heard from customers and potential customers. Talk to everyone else in the company who ever interfaces with customers. From there, build a list of common issues and concerns your audience has and get to work answering them.
Tip #4: Include a call to action.
The end goal of all this content is to gain new customers. To help shepherd them from the role of content consumer to customer, you need to employ calls to action.
These won’t always be directly about sales. They could encourage the reader to leave a comment, reply to an email, or read another piece of content. The point is to continue the relationship beyond that first piece of content they encounter.
Tip #5:Do keyword research.
You want to talk the way your readers talk. The terms it’s most natural for you to use as an industry expert won’t necessarily be the same ones your customers use. Do your research, so you can make sure to be understood (and found more easily in search engines to boot).
Tip #6: Show your expertise.
Show people what you know! For anyone on the fence, or comparing competitors, a piece of content that clearly demonstrates how well you know your stuff will help make their decision that much easier.
Tip #7: Pay Attention to Industry Trends
Knowing what others in the industry are talking about will both make it easier to come up with content topics, and help you become a part of the conversation. By joining the larger industry conversation, you’ll draw more attention to your business and position yourself as an expert.
Tip #8: Network
As in most things in life, who you know matters! The more people who know and trust you, the more people in the world who are likely to share your content and recommend your business. Work to make connections online and off. Community can be a fantastic tool for content promotion.
Thanks for viewing the Introduction to Content Marketing for Small Businesses series. If you have any questions or topics you’d like to see covered further, be sure to let me know in the comments.