If you want to build your authority online, content marketing will really help you build your brand as an expert on a particular topic, in a particular industry. I feel there is no better way to share the value and expertise that you have to offer online on a regular basis without an efficient system for content marketing.
According to the Content Marketing Institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content marketing has really, really been crucial for me to build my brand out there on the internet, get new clients, get some opportunities for speaking engagements and to build my brand even more, and make connections that I never would have unless I used the content that I built to generate my authority.
I want to talk to you about this book that just blew my mind. It’s Content Rules by Ann Handley of Marketing Profs and C.C. Chapman. Excellent, excellent book; I highly recommend it. It talks about really creating content in various formats across different platforms for different audiences. That’s something that is really crucial, especially if you’re in online marketing.
One of the ways that you can really be smarter about marketing yourself online is to really generate very smart and efficient content. That means that you always have a new flood of ideas, you’re always creating new and interesting pieces. We’re going to talk a little bit about why you should do that first. Then we’ll talk about how. Then I’m going to go into 11 ways that you can regenerate some of your most winning content into different formats. It’s something that I do all the time, so very familiar with.
Why should you be doing content marketing?
It’s all about the stuff that’s up here in your head that you’re made of. People want to know why you’re an expert and you want to build your authority. This is the reasons why that you really need to be involved in content marketing online, especially because you’re going to be saving money. If you have to keep generating new content, new thoughts over and over again without taking a look at the stuff that you’ve already generated, then you’re going to be missing out on a huge opportunity to be building new ideas.
- Save money
- Spend time on generating new content. You can listen to new ideas, new trends that are out there, and always be up on the new stuff and new topics, not just have to work on spending the time creating that old content that was good at one time. Now you’ll be more relevant.
- You can increase readership of all of your content because you’ll have more stuff out there.
- You can potentially get new customers. Even if it’s not customers that you’re getting, long-term you want to build your brand so you can definitely get new opportunities. This has happened to me.
Just by developing the content that I have, I’ve gotten speaking engagements. I’ve spoken at Columbia University, at Rutgers University. Those are amazing opportunities. If I didn’t generate all of that great content and work on developing those ideas and thoughts and repurposing them, then those opportunities would have never happened. Now did clients come from them? Yes, but ultimately just look at the long-term, which is what marketing does: building your brand.
- Get better SEO, which is search engine optimization. The more you’re out there and the more content that you have, the better the search engines are going to come across the content that you have to serve you up when people are looking for a solution to their problems.
- Increase your authority
- Build your brand recognition, and of course your brand awareness.
How do you effectively generate content to build your content marketing system?
There are two thoughts on this. The book, Content Rules (Affiliate link), talks about going from small to large.. This is definitely an effective way for some people. It really depends on how your thought process works. You can work on testing ideas by gauging response, taking a look at blog posts that you have, seeing what blog posts might have gotten the most readership, seeing which ones are the winners, and building on those ideas rather than not so much the losers but the ones that didn’t gauge as much interest as you might have liked. You’re going to be testing your ideas, building your blog posts, which is one of the kinds of content. You’re going to pull the plug on the losers.
This is the way that I go about my content. I develop my podcasts, my blogs. I take a look at my analytics that I’m always sharing how to do that with you. Then I build upon the content that was the most popular across the board. Sometimes you’ll see in a different platform that there might have been more viewership or listenership or readership depending on what kind of content it was. You can always go ahead and build a little bit more on that or break down the blog post into different chunks that are more easily digestible and build some content on that, whether they be videos or even podcasts.
You can also go the reverse. We talked about small to large, but also you can build from your large content that you create like ebooks. You can break those down into more bite size chunks. You can go from the small pieces that you’ve built to larger pieces like ebooks, or you can do the reverse and go from the big to the small.
11 ways to develop your content marketing to build your brand on the internet.
eBook or Whitepaper
The biggest piece of content that requires the most in-depth look and research is an ebook or a whitepaper, a free report. It’s the same thing, whatever it is. It’s just an in-depth look at a particular topic. You can download a ton of ebooks from the internet. I highly recommend that you look at Mari Smith. She’s got these great pieces of content, ebooks. Michael Hyatt has an awesome ebook, and John Jantsch. Take a look at the winners that are doing it so that you can create your own content with your own expertise, so that you can create your own topic and your own ebook or free report with your expertise and build your authority.
Now the second type of content is a SlideShare. This is also a slide deck, however you want to call it. It’s a presentation made of slides that break your topic into main points. My SlideShare account is Vickie Jazz. I’m in the process of changing that name, but for now, that’s where it is. You have a great podcast or something else that you develop and you create a slide deck from that. There are some great resources that you can use to develop your slide deck. I highly recommend for any visual content you take a look at Canva, that’s canva.com. I’ve got videos on how to use Canva and create stuff. Canva is great for non-designers who want to create visual content.
The third way is that you can develop a webinar. I put this right after SlideShare because usually if you’re doing a webinar, maybe with GoToWebinar online, then you’re probably going to be using a slide deck. You could use a video, but most likely you’ll have some kind of a slide deck or a PowerPoint presentation. You’ll repurpose your slide deck into a webinar that people can either just register for and come to for free where you’re selling a larger presentation or maybe even a course. Then you’ve got another piece of great content. Maybe you’ll change it up a little bit. You might add some more slides, especially if you’re going to be selling something at the end.
Now my fourth way is to develop a free guide. Now a guide is less than an ebook. It’s a little shorter but it’s more in-depth than a blog post is going to be. A free guide is going to be something that people will want to download so that they can know how to do something. If you hold people’s hands and walk them through step by step, save them time and money to do something, then you’re going to be a winner. You want to do this by having a lead magnet on your website. I’m using LeadPages currently; I’m very happy with it. A free guide is really going to be something that you’re going to take from larger pieces of content that you’ve developed. Break them down, make them into a guide. Make yourself the expert and an authority.
My next way is a cheat sheet, the ultimate cheat sheet. A cheat sheet that you’ve put together is probably going to look something like a checklist. It could be broken down into categories. It’s an excellent way to really build your authority in a particular topic area, particularly if it’s in a niche. I’m developing some content right now for restaurant marketing, especially because that’s just an audience that I really love. It’s an industry that I love so I’m very familiar with it. I just wanted to create a cheat sheet to show restaurant owners, restaurant marketers how to do some stuff that I’ve done in social media they may not be aware of. I created a nice cheat sheet how to do that.
The next way is to create some kind of a resource guide. A resource guide is something that you put together with your own tools. Now it could be an ultimate resource guide you could name it, the industry resource guide, whatever it is. You’re going to be the expert. Put together all of these tools that you’ve found over time to really save your audience some money and time and headaches and overwhelm, that sort of thing. You develop this resource guide and then you have another way for people to reach you.
Then you can also do video. I highly, highly recommend video. It’s going to be key points that are compiled into an easy to see format. YouTube is owned by Google; they’re not dumb. It’s the second largest search engine in the world. It’s really key to getting found on the web. Not many people know this, but if you’re searching for something on the web, especially how to do something, and you have a video, Google is going to serve up a thumbnail of your video on Google next to your little snippet in your search results. If you have video that you can create and produce, that’s another awesome way to get in front of an audience that would have just been looking for how to do something. All of these blog posts and other types of content come up but no videos. You’re the only one. Boom. Video is an excellent, excellent way to generate content and be seen.
Now I also recommend another way to produce great content that’s going to be generated for your content marketing is to put all of your stuff in an email newsletter. You can maybe just have a weekly newsletter if you want, with one particular piece of content that’s new that you’ve generated that you want to get out there in their hands.
You can do that or you can have a newsletter, which I’ve also done, with blog posts over a particular month, videos over a particular month, slide decks, anything that you’ve created, all of your content. People, this is exactly what I’m talking about. You’re going to have this newsletter, where before you would have just said, “Eh, I don’t know what to say, all these sections, or I don’t know what to say in this newsletter.” Any type of content that you create is now an awesome opportunity to reach out to an audience because you’ve done something new.
Now the next way is a podcast. I won’t say this is for everybody, but it’s something that I totally love. You want to get in front of the microphone, You don’t have to have a fancy schmancy setup. You do have to get a microphone that’s at least going to produce nice audio quality for you, because when you have a podcast, it’s just audio alone between you and an audience, there’s no visual here. It’s just you and me with my Blue Yeti microphone (Affiliate link) and my Auphonix pop filter ( Affiliate link) just popped right in front, connected through USB port to my computer. I’m recording on Audacity. Then I’ll edit and I’ll put it up on Libsyn, which is my podcast host.
Now there’s a lot to learn about podcasting, but it’s something definitely possible. I studied with Kris Gilbertson, who is amazing. She’s an amazing instructor. She taught me all about it in her course, Podcast School. If you want, you can get in front of a whole new audience with a podcast, which is really just an audio discussion of your topic. I’m also going to develop some other pieces of content on content marketing as well, but definitely, here’s the podcast. Perfect example of how I took a topic, made it into something else. Now we have listenership that’s international actually. It’s really, really awesome.
This next one is one of my favorites. I wish I just had more time to develop it myself or at least find somebody that could help me with it, but right now this podcasting and blogging and doing slide decks and stuff is really helping to get my brand out there on the web. You want key concepts and data that’s going to be helpful to people in visual format, think about developing infographics.
I gave you Canva as a resource earlier. Canva has a brand new template for designing infographics. A few months ago I made a video for developing your own custom infographic on Canva. Here’s the video but there’s a brand new template on top of Canva’s website now. You’ll have to see it in the desktop version because it’s not available on their Canva mobile app yet.
You’re going to create some amazing infographics that you can use to post on your blog, and I highly recommend that you pin them to Pinterest, because a lot of people pin infographics. I’ve seen infographics on Pinterest that I love and I just repin them. You can also find some great infographics for some ideas on Pinterest. You can look up on the web but everybody seems to be posting their infographics on Pinterest. Might as well take a look and see what’s out there. It’s a great collection of some visuals. You can use Canva,for your infographic development. There’s also some other websites that do produce infographics for you. For me, it’s just easier to just produce it myself after I get some great ideas out there.
The last one I’m going to talk to you about is number 11, hugely important, is blog posting. This is just an in-depth keyword-rich look at your topic. I did the podcast. I could do video on it, right now as I sit here getting a little out of breath and not being able to fit behind my desk much, eight and a half months pregnant. With blog posts I totally love developing my thoughts out more and writing in my blog which is on my website, so I can build up my SEO and drive more traffic to my website, which also has more information about me and my clients and things that I’m working on and what I can do for you.
Any kind of content that you develop, your ebooks, your podcasts, your webinars, cheat sheets, resource guides, your videos, all the stuff that I discussed today, everything is posted in your blog, which should be housed on your website for ultimate results for you so that you can draw the traffic and be found more in search. With your blog posts, you definitely want to have some kind of a call to action at the end, which you’ll see on my blog. I’m going to start having more lead boxes so that I can start building my list a little bit more for some of the projects that I’ll be working on in the next few months.
I hope this helps you see why you really need to jump on the content marketing bandwagon. If you are already, I’d love to hear how you’re using content marketing to build your brand and maybe even get more clients.
Content Rules, by Ann Handley and C.C. Chapman Affililate link: http://amzn.to/1HdsSXW
Mari Smith http:/marismith.com
Michael Hyatt http://michaelhyatt.com
John Jantsch http://johnjantsch.com
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