7 Habits of Effective Content Creators-Part 4-Deep Research

How to Conduct Deeper Research for Effectively Deep Content

In the last week of content training in the Facebook group, we discussed digging deeper into market research, audience research, promotion, and products. So today, let’s discuss making your content deeper versus going wide and what the advantages are.

The difference between the two is that deep content is specific, well researched, detailed and likely lengthy discussions on one topic, while wide covers multiple related topics but on a more surface level and appeals to a more general audience.

So, for example, with this week’s topic of in-depth research, I covered a wide range of topics from market research to product research and gave tips on why to conduct them and how to get them done. To go deeper, I would need to dig into a step by step guided article that goes into the meat of the matter and links to data that explains data gathering, campaign strategies, and product diversification, for example, more profoundly.

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7 Habits of Highly Effective Content Creators-Part 3-Content Marketing Strategy

The Inbound Marketing Model is so Noisy, Why Should I Even Bother Going Through the Process of Creating a Plan?

So many people have written about the benefits of creating a content marketing strategy that I won’t spend a long time on that topic. The world of social media is inundated with content, everyone has something to say and they are all talking at the same time. In order to stand out from the crowd, your content must be organized, branded, useful and relatable. Now, a disclaimer here, a content marketing strategy alone doesn’t guarantee that you will break through and get a lot of traction with your audience. The idea, however, is practicing consistency in sharing your message and allowing people to engage with it, gives you a better shot at igniting your audience’s awareness and building a recognizable brand. Every year, platforms are changing their rules and so organic reach has become harder to obtain. Being very clear about what you need to share with your audience, makes it easier to connect with the people who need your message and cut through the noise.

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7 Habits Of Highly Effective Content Creators Part 2-Write Daily

Writing or Creating Content Every Day Seems Impossible When You Are Uncertain.

“Start writing, no matter what. The water does not flow until the faucet is turned on.”
— Louis L’Amour

When I first heard the instruction to write every day, I felt stress. I wasn’t sure what on earth I could possibly have to say that would need me to be saying it daily. As time went on and I learned more, got more conscious of success and developed my business mindset, I started finding it impossible to not write daily. Whether I’m working on an ebook or fiction, a blog post, status update or business journal entry, I am now always recording something. So, how can you implement this in your life as a content creator, especially if you are just starting out? Read on to find out.

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7 Habits of Highly Effective Content Creators-Part 1

Three Reasons You Need to Be Creating Content Regularly For Business Growth

We all know by now that creating and curating content is the best way to build an inbound marketing funnel. However, in case you don’t here are a few reasons why you need to be creating content consistently to grow your business, with some statistics.

  • Every day millions of people search for answers to questions on Google or other search engines, whatever shows up there is considered content and 93% of online experiences start there.

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Why having a content marketing plan and sticking to it is your best bet

How’s throwing a post against every social media wall working for you?

 

I have a marketing plan, I even spent the time to create an actual content marketing strategy. However, the other day I got frustrated with my process and went off the rails for a minute, ok longer. To be honest, I do this way more than I should, I get frustrated that my writing career isn’t happening fast enough and then try to run around in circles to make money in other ways. Part of my marketing plan includes cold emails, which honest to goodness I hate doing. So, true story, I decided the other day to try my luck at another type of work, outside my house. I was desperate and frustrated, and so off I went to try my hand at something else. One day, after 12 hours of work in the cold ass Canadian weather, I made a grand total of about $110! The new opportunity had been like a carrot dangling in front of my face, so I had worked like a dog, with the hopes of making a quick lump sum to invest in my business. Of course that hadn’t happened and after a few weeks, I decided I would no longer deviate from my plan because no matter how much I hate cold emailing, I hated schlepping around in the cold even more.

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How To Make A Case For Content’s Undeniable Potential

Content Marketing Is Not Direct Marketing’s Ugly Step Sister

We’ve all met the client that has no idea what the difference is between copywriting and content marketing. Or, the client who wants it all, done his way, with no regard for the nuances and subtleties of the marketing asset that is content. And, there’s always the do more and faster client, who heard the rumors of other businesses that experienced exponential growth from their content marketing efforts. So how can we help to illuminate the compound benefits of a well thought out content marketing strategy to those who have no idea what the value potential is or how to appreciate the complexity of using content for relationship building.

To make the case for content marketing, we tend to approach it in this manner, as presented by Robert Rose of Content Marketing Institute, “Give us permission and budget to create content, and we’ll produce awesome stuff that will be more successful than advertising at driving top-of-the-funnel results.” And while there is no doubt that content applied properly and consistently can bring said results, we certainly would be missing the true benefits of this marketing model if we don’t learn the value of content outside of sales funnels. We must understand the longterm benefits of this asset and learn how to deliver useful, valuable material out of our desire to truly serve those who depend on us. So let’s discuss each of these points and then tie them together in a way our clients can come to see the real advantage of implementing a clear content strategy.

Relationship Building: Content’s True Superpower

I will admit, I didn’t always understand the merit of creating relevant relatable content. I was of the more-more mentality, so my strategy was often to flood them with words and they will come. But, here’s the problem with the more-more approach, people are already swamped with useless information. How many emails are currently sitting in your inbox unopened because you opted for a piece of content that didn’t solve your problem?

To be able to communicate the power of content marketing done right, we must first learn the value of this business building asset which is relationship building. But you also must delve deeper and realize that marketing, just like dating, means being selective of who you build these relationships with. No marketer wants to spend his or her time investing in people who never take the next step with them. So you must take the time to understand, listen to and focus on your “love interest.” Your prospects have a love language and if you listen, you will hear what they need, how they need it and in what format. Of course, just like a dating relationship, time invested must be mutually beneficial, so ensure you have clearly outlined what your marketing goals and missions are and determine how this plan will suit both your needs. With your tactical plays lined up, you can go on to woo the object of your affection ( you do love your customers, right?) with the most useful information that inspires them to take action.

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Don’t Be A Premature Publisher

So now you have your audience’s attention, and you know they like you, what must you do to ensure they aren’t turned off by your tendency to rush to the goal? Well, you must practice the discipline of appreciating the subtle yet long-term benefits of the relationship you are building. Since you are playing for keeps, you want to ensure the prospects you are investing in is the best for your business and not just a one-hit wonder. (I know you expected me to say one night stand here lol). Either way, your content assets can make your customers or clients way better, in terms of loyalty and lifetime value. Once your prospects see the value in what you have to offer and become willing to pay you for it, you can continue to nurture them past the honeymoon phase straight to a lifetime commitment.

Aside from building better prospects, content, when done from a place of service becomes a two-way communication tool. Not only will you be interested in starting the conversations that expand your clients and customers minds, but you will also become keenly interested in what they have to say, after all, you guys are building a life together. When you listen to your customers’ feedback, concerns, pain points, and celebrations, you show them that you genuinely care for their growth and future. And additionally, you get to walk a mile in their shoes, so to speak, so you get a more intimate understanding of their problems and potential and provide better solutions. It’s truly a win-win approach when you take your time and create from a place of loving servitude, instead of just word vomiting on the people who are learning to trust you. Think before you hit publish, is this going to fulfill and satisfy my audience and will this serve my end goal of being a part of their lives forever? If no, practice some restraint and go the distance, you’ll be rewarded for your efforts.

Let Them Gush About How Impressive You Are

Here you are, you’ve put in the effort, won their hearts and now you’re staring out the window of your life, smoking the proverbial victory cigar, wondering what will happen now. How do you top yesterday’s performance so they can brag about you to others and start the true attraction cycle? Well, you can do this in 3 ways:

  • Give them something to talk about- Emotions drive everything we do, and not just women. Connect with your prospects on such an emotional level, they just have to share it or tell someone about what it meant to them. Often we separate business from emotions as if people buy from a logical point. This is a dangerous and costly assumption because people buy to placate their desires. A man with erectile dysfunction does not care about the color of the pill, he cares about soothing his ego and feeling pride in his manhood. Apply this to your content production and watch the engagement and inquiries about your business poor in.

 

  • Give them for free although they’d easily pay for it- I love Marie Forleo so much I want to marry her and have her babies. Everything she creates rocks my entire world. And yet, some of the most crucial content that has changed my perspective on marketing I got for free. We all love it when our marketing funnels convert, but we often miss the opportunities available in the relationship funnel. Expand your strategies to include conversions that go beyond the ROI metrics. Nurture the new signups and retain the old by being consistent with the understandable and actionable information you offer for free. Think about it like getting a partner a gift for no other reason than you think they deserve it. How much longer do you think that relationship would last compared to the partner who forgets anniversaries and just remembers birthdays because of social media reminders. Also, don’t be that guy/gal, nobody likes them.

 

  • Wow them with your consistent effort to improve their lives- I expect by now you’re starting to see a pattern here. This relationship building is continuous, you don’t get to catch them and then fall off or neglect them. Content Marketing Institute has a whole segment on using “How To” posts to answer core questions about your business and to help your customers before and after they purchase, you can read that article here. You could consider going even further and doing what most businesses neglect to do, personalized services. Send a birthday greeting, create a customer story video or case study to feature them( think Facebook stories), or simply offer the best possible customer service they have experienced, think Chick Fil A versus Taco Hell. These things can be incorporated into your marketing systems so though they are personalized, they are still automated and do not require much extra time or resources. If you don’t yet have systems in place, this blog discusses a good place to start, so you have a foundation on which to build for future growth.

I hope by now you see that by learning the value of content marketing and the strong relationships it builds you can increase the potential and profit of your own business over time. And that you will become passionate about developing a strategic content marketing plan that focuses on creating an environment of love, trust, and knowledge that makes your audience yearn for what you have to tell them. As to how to convince your clients that content has more worth than just being another tactic to get seen, you will have developed so much regard for the shift that content created in your business that you will have no problems putting some respect on this asset’s name. Essentially, once you have made the case for content in your own business, convincing others is light work.  I leave you with this quote from Ann Handley, Chief Content Officer of Marketing Profs, “Make your customers the her of your stories.”

Want more posts about creating content from a place of love and service? Join my Facebook Group, Sassy Content Marketing and stay tuned for the 30 Days of Content tips and advice, geared toward securing customers and clients and growing your business.

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How To Stay Motivated When Nothing Seems To Be Working In Your Business

The Truth is Most Entrepreneurs Have Faced the Dread of Complete Financial Ruin.

Motivation though intangible can be the difference between success and failure. Many very talented and well-educated business owners give up on their dreams and end up building someone else’s because they have a hard time maintaining a positive outlook when things get tough. Let’s take a look at a scenario:

It’s Monday again and you eagerly check your email to see if any of the cold emails you sent out in the last week got responses. You are expectant because you followed all the advice your mentors gave you and tweaked the hell out of your flat boring former correspondence. You open your email, and aside from offers for you to buy more training and Google alerts, crickets. Not a single response, not even to say don’t message me you freak.

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