As your business grows, it’s likely you’ve heard the term content marketing used again and again as THE way to get seen by your ideal clients, and build your following.
But what exactly is content marketing, and how should you build it into your business plan?
What is content marketing?
Put simply, content marketing relates to the majority of your blog posts, newsletters, social media and PR. It’s really the backbone of all your marketing. As opposed to advertising, where you pay to promote a specific product or service, content is more story-led, and designed to position you as an expert in your field. If you post fantastic, original content out through your chosen channels regularly – which you should be – it’s a sure-fire way to get more followers, with the aim of building trust and eventually turning them into paying customers. It may sound simple enough, but content marketing takes time, and consistency, in order to see amazing results. As the fabulous Carrie Green from the Female Entrepreneur Association says – choose your channels, find what works, then rinse and repeat, rinse and repeat!
It’s important to remember that your marketing should work as an ecosystem – with each action you take complementing each other and aligning with you overall business objectives.
Below I’ve outlined my 5 top tips to get you started with content marketing. Remember that what works for one person may not work for you, so keep experimenting, keep going, and when you find a method that works then repeat it again, and again, and again!
5 Content Marketing tips
Start a blog
A business blog is the first place to start with your content marketing. It’s the ideal way to showcase your expertise and spread the word about everything that you do. Your blog should be linked to your website, as it’s a great way to boost SEO (Search Engine Optimisation) so that more people find you. There are a myriad of topics you can blog about, and popular posts include ‘top tips’ and ‘how to’s’. Try to post as regularly as possible, and make sure you share, share, share your blog on social media! A content plan can really help you stay on track.
Make some videos
If you’re feeling really adventurous, then you could also start a vlog, or video blog. Post short video’s onto YouTube (5 -10 minutes max) and embed them into your blog posts. Video is a really powerful way to showcase your expertise. People relate to people, and will be much more likely to feel connected to you and your brand if they can see a video of you talking.
Send a regular newsletter
This is really a must for your content marketing strategy. Every time you post a blog, you can email out to your list so they know to check it out. It’s a great way to build relationships and can ultimately be used to let people know all about your fab products or services. Building your list, or tribe, is key to growing your business. You can get a free account with email service provider Mailchimp to get you started. They enable you to embed sign-up forms directly onto your website so that all your visitors can join your list.
Create an opt-in freebie
An opt-in freebie, also known as a lead magnet, is a piece of free content which you offer to people who visit your website, in return for their email address. It’s a great way to get people onto your list, whilst also showcasing your skills and knowledge. You could create a checklist of tips, a short ebook, or even a video training series. Have a think about the kind of information your ideal client is most likely to find useful, and don’t be scared to give your best tips and advice for free –you need to show people exactly how great you are before they are going to buy from you!
Plan a publicity campaign
PR is a fantastic way of building your brand recognition, getting the word out about events and boosting your credibility. Getting your product or service featured in top magazines, blogs, or even your local paper or radio station can really sky-rocket your business, and it isn’t as hard as you would think. Think of it as an expert endorsing your business in front of a whole load of potential new clients. Start by researching the publication or blog you want to be featured in, so that you know exactly the kind of story they are looking for. Find an editor who is interested in your topic, and send them a pitch email with an idea for a story which you think their readers will love. If you’re looking for support to get you going, you’re going to love my VIP Publicity Program
Bonus tip – Guest blogging
Submitting a guest blog to other websites who operate within your industry is a fantastic way to reach more people. You’ll be able to access the followers of your chosen blog, who will undoubtedly share your blog on their social media too. Start by writing a list of all the online blogs & magazines that your ideal client is likely to visit regularly – if you’re unsure then why not ask the question on Facebook or in any groups you are part of. Most blogs will have a section outlining whether they accept guest blogs, and the type of content they are looking for.