Do you want to win Increased brand awareness and lots of new leads without spending a Single cent on paid ads?
Before you shake your head and dismiss the idea as impossible, consider the evidence.
On January 15, Shutterstock released its annual infographic with creative trends. Look here.
The infographic is brimming with technicolor images, trendy music and breathtaking video clips. It is so brilliant it collected:
- 54 backlinks
- 4,194 social contributions
- A total of 10,900 engagements
- All in just four months!
What did Shutterstock pay for this enormous brand awareness?
Not a penny.
All they did was create this brilliant piece of content and make it visible to the world.
The good news? You can also achieve their amazing success.
Everything you need consists of two words: Content marketing.
Let us examine how it is done!
The 5 Ws & 1H of content marketing
These six elements explain the basics of successful content marketing.
W # 1: The What – What is Content Marketing?
Here is a brief definition of content marketing:
“Content marketing is strategic marketing based on the creation and distribution of relevant content that aims to improve the lives of users. The ultimate goal is to position a brand as an authority, gain trust and drive profitable user actions. "
Take a look at this email from Ramit Sethi as an example.
The email contains a link to a free 30-minute master class.
It doesn't sell anything. It is not a paid ad.
But it does three things:
- It teaches people how to write an outstanding email.
- It promotes brand awareness.
- It makes Ramit Sethi an authority in the industry.
Users who see and love the master class have come one step closer to buying Ramit products.
Content marketing is so great!
W # 2: The Why – Why Content Marketing?
But why should you do content marketing instead of spending on ads?
If you own a large company with a lot of resources, you won't get better results pay for actions?
The surprising answer is No.
Here is the proof:
- Educational content increases the likelihood of consumers buying by 131%.
- 47% of people use an ad blocker.
- Content marketing generates 3x more leads than conventional marketing.
Also, people don't want to feel "sold" or "closed" these days.
They want to collect information, enjoy free value, and then choose the brand that gives them the most meaningful experience.
W # 3: The Where – Where to do content marketing
The number 1 for content marketing is your own website.
Because your website is Your own content house.
No matter what happens, you are in control.
However, there are other platforms where you can publish and promote your content. These include:
- Blogs of well-known influencers (guest post)
- Social media
A healthy combination of these is the secret to the success of content marketing.
W # 4: The who – who to target with content marketing
Content marketing is not about creating and publishing post by post someone will see what you are doing and take action.
It's about know exactly who you are writing to and create content that will improve her life.
Take this email from Rori Rayes "Have the relationship you want" as an example.
This email works because it is aimed at a specific person: a woman who has a broken heart and is confused about her relationship.
It is not for:
- Women in happy relationships
It would be nothing but a huge waste of time to send it to them.
Writing generic content should also appeal everyone will be appealing in the end Nobody.
So discover what your target audience needs and create content that will change their lives in a profound and meaningful way.
W # 5: When – When Content Marketing?
When should you do content marketing?
The whole time!
The key to this type of marketing is consistency.
You can't sit down to write inspiring content, publish it, and then let your blog stagnate for the next two months.
What you should do is create a schedule and stick to it at all costs.
So how often should you post on your blog?
The more the better!
Here is a diagram from Orbit Media that will guide you.
H: The How – Best Practices for Content Marketing
Follow this step-by-step guide for a successful content marketing campaign.
Step 1: know your audience
Before you create a single piece of content, you have to answer three questions.
- Who is your audience and what are their pain points?
- How can you help them?
- What type of content will it appeal to best?
By answering these questions, your content remains focused and relevant.
Step 2: Set your content marketing goals
The next question you should ask yourself is "What is the ultimate goal of my content marketing campaign?"
In fact, you can have more than one goal. You can use content marketing to:
- Increase traffic to your website
- increase sales
- gain trust
- Establish yourself as an authority in your industry
Know your goals before you start creating content, and add KPIs to your content elements to measure your success.
Step 3: Find out what types of content you will create
The number one content type you need is a blog.
Your blog is the core of your content marketing campaign.
Post two or more blog posts per week to ensure that they are relevant, actionable, valuable, and shared.
In addition to your blog, here are five great types of content that you can add to your campaign:
Step 4: create a content calendar
A content calendar helps you to stay up to date with relevant and current content.
Step 5: create content!
Remember that quality is the number one goal for any content you publish.
The 5 Ws & 1 H from Awesome Content Marketing
You don't need a lot of money to put your brand at the center of your audience's mind.
In fact, expensive paid advertising no longer brings the results it used to have.
People don't want to feel sold. You invest in ad blockers, skip TV ads and ignore direct mail.
So what do you want?
You want to feel powerful. You want to be in control.
They want to make decisions based on the value that a brand gives them.
The good news is that you can do all of this through successful content marketing.
All screenshots from the author, April 2020