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Skip to 0 minutes and 10 secondsContent Marketing, for me, is actually going through and creating whatever content is going to be useful for your customers. So really being focused on the customer, and what's going to be of value to them, and providing content in whatever way it works for them-- whether it be video, or photo, or on Instagram, a blog post on your website. The main thing that I always want to do is get people very, very, very focused on who they're targeting. And when you're writing a line, it's really good to be focused just on one group of people or one person. Just get that perfect client in your mind and write whatever, or create photos or video specific for that person.

Skip to 0 minutes and 52 secondsThe internet now has so much information on it, so it is much more about how do you niche down into your specific area of specialty. To be able to develop great content online, there's loads of different ways that you can learn. There's great blog posts that you can read with different methods. For me, at the moment, I'm using one that's called PTF-- so pain, dream, fix. And that's talking deeply about the pain that the reader might be going through. Talking then about the dream of how you could possibly eliminate that pain. And then the fix-- what solution do you provide.

Skip to 1 minute and 30 secondsAnd I find that those three are kind of basic steps to go through in each blog post just makes things that little bit more simple, to be out of structure. When you're creating content, it's really important to be able to project as closely as what people experience when they meet you face to face. Just being as authentic as you can. So being able to do that builds your brand with a bit of content that you put around the internet.

Skip to 2 minutes and 3 secondsThe reason content creation is so important for us is it's about educating our clients. So instead of just saying buy this print, we're saying, hey, are you having trouble hanging your print? Here's some advice on it. So we are able to engage and talk to them, in a sort of a non-threatening, sales-y way. So they feel like they're really well informed when they can make that purchase. And that's really good too, because it allows us to use that content in social media. So one leads into the other. So by creating that content, it gives us something to post about on social media. We look at what's worked and what hasn't worked as well.

Skip to 2 minutes and 38 secondsOr it might not be that it's not working as well, but it may be taking up a lot of our time and not be as an effective use of our time. So when that happens, that's when we tend to review the plan.

Content Marketing

Content marketing is about strategically creating, communicating and sharing consistent and valuable information to acquire customers for your online business.

It makes a valuable contribution in all paid, owned and earned activities. When it comes to advertising, content relates to how you will create the wording of your advertising - from the headlines that grab attention to the body copy explaining your offering. From an owned media perspective, it relates to what you will include in your website copy, the keywords you select, and what owned assets you generate for use, such as white papers, blogs, events or brochures for offline materials. When it comes to earned activities, content is the driver of motivating, inspirational messages that resonate and elicit an emotional response from your target audience.

When done well, there are significant advantages to undertaking content marketing for your online business. For example:

  • It’s highly cost effective, as it doesn’t require substantial investment in software or resources, other than your own time.
  • It’s a strong lead generation tool that can build interest and later loyalty with your target audience.
  • It provides unique target audience experiences with your online business.
  • It builds credibility and establishes trust.
  • It generates an active, loyal and repeat audience.
  • It can bolster your brand’s image, perception, branding and positioning among your target market.
  • It can, if well constructed, create word of mouth marketing.

Of course, as with all marketing tools, there are some disadvantages:

  • It takes a significant amount of time to develop outstanding and engaging content.
  • It takes time to realise the benefits of your work - the effectiveness of content marketing is not seen immediately.
  • It is a real ‘test and learn’ environment and it may take a bit of trial and error before you can see what does and does not work.
  • The content can be construed as biased by some of your audience.
  • As a small business owner, don’t feel that you must be able to do everything yourself. When it comes to content development, if you are not a great writer, or if you are time poor, consider outsourcing content development to freelancers, for example, Upwork, Fiverr, Freelancer, Content Development Pros.


    Reflection

    Read the article ‘Should You Outsource Content Marketing? 11 Questions to Consider’ by Quicksprout

    Think how you might go about developing your content. Will you outsource your content or not?


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This video is from the free online course:

Online Business: Digital Marketing for Success

RMIT University

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