Content marketing is the process of creating valuable, relevant content to attract, acquire, and engage your audience. Buyers and customers today are inundated by more marketing messages than ever before—more than 2,900 per day, by current estimations. This creates an environment of attention scarcity, challenging marketers with the task of producing engaging content that won’t get lost in the static. A well-crafted content marketing strategy places your business in the position of a thought leader, building brand preference as you inform and educate buyers. Providing helpful and entertaining content can form a strong bond between your brand and customers that continues to grow and strengthen over time.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
When the marketing team starts to grow, who leads content marketing gets more interesting. With a team of three marketers, you can approach content marketing a couple ways. Either one person can own content marketing activities, while the other two own activities that align more with the middle- and bottom-of the funnel. Or, two people can own content marketing activities, while the third owns the rest.
Email copywriting is a mixture of art and science. There is a formula that will position you to succeed, but just following it won’t cut it in today’s noisy email marketing ecosystem. Bring in your own nuanced touch and perspective and appreciate that writing takes time—when you let yourself commit to and dedicate time to improve, you will usually find the words you’ve been looking for in the end.
I hired Chris Orzechowski to write copy for our latest Kickstarter project. The first 5 emails he wrote for us generated over $100,000 of sales in the first three hours of our launch. After 30 days, we made a grand total of $5,170,445 of sales. And as a result, we added 18,550 new buyers to our house list. Chris’s copy is clear, engaging, and fun to read. And most importantly… it will make you a fortune. If you’re looking for a professional copywriter who can transform your business… then hire Chris immediately before your competition does.
With the pace of social media and the frequency of blogging, not to mention that many of your content assets will be used across multiple campaigns and teams, a lightweight project management tool is critical. I recommend using a free software called Trello, which helps you organize your content, set deadlines, attach files, and collaborate with multiple teammates. Another great tool for keeping content projects organized from planning to publishing is Zerys -- a content marketing tool with a built-in marketplace of professional writers.
John is a copywriting boss. The ideas and education I've received through John and the McMethod, have directly contributed to a 300% monthly revenue increase in my consulting business in the last 12 months. But the expertise runs much deeper than setting up a basic autoresponder: I've learned sharp ways to research the customer psychology, how to think about the macro-level strategy of segmenting buyers, what kind of tone to use for different mediums/buyer profiles, and how to craft kickass cold emails to drum up new business out of thin air. The cool thing about John is: his curiosity is like a vacuum machine sucking in ideas from his own tested marketing, and those of the world's veteran marketers/copywriters on the podcast...and I just get to sit back, listen, and get the concentrated insights of the world's top business players. As a direct response marketer, I can't recommend highly enough.
Practice article writing. Learn how to write a newspaper article and how to write a wikiHow article. As a professional content writer, you may find a position that focuses on journalistic article style writing, or more educational how to writing. Study the form, structure, voice, and tone of each type of article so you are familiar with both types.
Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.
The message doesn't many graphics or colors added compared to most HTML emails. As such, the hyperlinked calls-to-action garner even more attention. When readers scan through the text and focus in on things like bolded words, images, and hyperlinked text, reiterating the same offer over and over hammers home for them exactly what you want them to do -- redeem your offer by clicking your call-to-action.
Think about how you want your recipients to feel and think when they read your copy and does your writing tone reflect that? Do you want recipients to remember your brand as cheeky, traditional, or somewhere in between? Brand voices will vary by industry or service. For example, a company such as Strava attracts a niche audience of active and athletic followers so speaking with plenty of slang relevant to runners and bikers is likely to resonate. While a more traditional software company will probably focus less on niche slang and more on clear, universal messaging that focuses on the benefits to the user.
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)." The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
It's important to do regular reporting -- I recommend monthly -- on each of these metrics so you know where your growth levers lie. Regular reporting also helps you identify negative trends or plateaus early-on so you can address them before they become bigger issues. Most importantly, however, tracking the success of your initiatives makes it easy for you to repeat what works, eliminate what doesn't, and promote the success of your content marketing program so you can justify its expansion, and its seat at the modern marketing table.
Your marketing plan should go beyond the types of content you'll create -- it should also cover you'll organize your content. With the help of an editorial calendar, you'll be on the right track for publishing a well-balanced and diverse content library on your website. Then, create a social media content calendar so you can promote and manage your content on other sites.
Get familiar with the content writer pay scale. Many content writers starting out in their careers are not sure how much they should be paid per word. Most publications pay by word, or by hour, with a certain word count expectation. On average, content writers should be paid no less than $0.02 per a word, but may not reach more than $1 a word. Salaried positions are different, as you will be paid a yearly rate for a certain amount of work. It can be difficult to get a salaried position fresh out of graduation or when you're just starting out. Most content writers will start out working per word, or per hour.
What does your reader fear the most? Is it bed bugs? Maybe it's the IRS? Maybe it's some other calamity like being in debt or having their house foreclosed or dissapearing from Google's search engine? Maybe something else? Figure it out. To do that, you need to implicitly understand your audience. What keeps them up at night and what drives them during the day?
We have the team. We have the technology. Now we have to actually start "doing" the content marketing. In this blog post, we can't cover every manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be creating to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.
Scripted has writers bidding on client writing projects, either by pitching themselves as writers or pitching ideas based on a client request. You choose the flat rate for the project and Scripted adds on a nominal fee. There are not editors to review your writing. Instead, it goes directly to the client for feedback. For this reason, it’s important that you’re able to proofread your own assignments well.
Email lists are marketer's most treasured assets -- and they're a smart way to drive traffic, conversions, and re-conversions on your content. Invest in growing your blog email subscription list for an incredibly valuable distribution arm alongside your sales lists. You can do this, for example, via lead flows that politely ask readers if they'd like to subscribe as they're reading through certain articles on your website.
There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.