The most powerful content creation strategy you’re not using. In 1996, bill Gates wrote an essay called Content is King, and he said content is where I expect much of the real money will be made on the internet. Nearly three decades later and he could not have been more spot on. If you’re not writing, posting, promoting, or sharing valuable content, you’re actively putting your business at a disadvantage compared to your competition. But here’s the thing. While many businesses acknowledge that content creation is important, it is also one of the areas they struggle with the most. A massive 45% of marketing professionals say they struggle to create content that resonates with their audience. What should you do to take your content to the next level and resonate with your audience?
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What you need to do is you need to embrace the hedgehog. Let me explain. The hedgehog marketing concept is based on an old parable about a hedgehog and a fox. The fox knows a ton and is always trying to find new ways to help with the hedgehog. But the hedgehog stays focused on one thing. Putting it in marketing terms, focus on what you know.
Does your website get a million visitors every month? Probably not. So don’t focus on trying to make that happen. You are much better off focusing on meaningfully reaching a hundred people than you are trying to get through to a thousand barely. So what does this look like? Here’s how you can implant the hedgehog strategy.
Step one, create a detailed buyer persona. You’re probably wondering why. Well, using marketing personas makes websites two to five times more effective and makes it easier to target the right users that they’re looking for. And when you think about marketing personas, if you just Google marketing personas templates, you’ll find a lot of templates out there that you can use just to create this, and they’re free, and you’ll see ’em all within Google Images.
Step two, segment your audience. If someone purchased from you once, you could get ’em as a repeat customer. So the emails you would send to them are different than the people that come to your website the first time, opt into the email list, have never heard from you before, and have never bought anything. The same goes for people who have partly completed their checkout but haven’t fully completed it. You can send them different email campaigns than people who have completed a checkout or have not even started.
Step three, focus on becoming a thought leader. When done correctly, thought leadership is a powerful tool in your arsenal. Focus on what you know and make it great. In essence, follow EAT. Google talks about EAT, it stands for expertise, authority, and trust. They want to rank websites higher that are from people who are authorities within that subject. They don’t want you to create a website that discusses everything, like Wikipedia or New York Times, because they already have enough websites like that.
Step four, make your content more valuable and shareable. Delivering exceptional content to a hungry audience only helps them with their needs and encourages them to share it with others. 95.9% of bloggers promote their blogs on social and 69% of bloggers say that they use social share buttons. I use social share buttons, promote my blog posts on social media, literally the majority of the channels, and send out email blasts every time I post and push notifications.
Step five, find your engine. What part of your product offering is most attractive to your audience? Stop focusing on supplementary products. This doesn’t mean to put all your eggs in one basket, but it does mean that you need to pay more attention to what’s actually driving the revenue for your brand, otherwise known as your revenue engine. Find your most profitable, well-developed, and researched product or service or idea and build on that. Sure, you can have upsells and down sales with other ancillary products and services, but you need to focus on what you’re the best at. That’s how you stand out.
If you need help with your marketing, check out my ad agency, NP Digital. If you have questions, leave a comment below. I’m here to help.
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How to Use Content Marketing to Promote Your Brand
Using content marketing to promote your brand is a great way to engage your audience. Not only will it help you reach your desired demographic, but it will also enhance your search engine optimization (SEO) and increase brand awareness. Content marketing is a great way to produce a plethora of content that you can share with your audience, whether it be via social media or in the form of a blog.
Creating an effective content marketing strategy can take some time, but if you dedicate a bit of your time and effort into learning about what your target demographics want and need, your content marketing efforts will pay off in spades. In fact, a study conducted by eMarketer indicates that consumers are increasingly looking for more personalized content, such as a tailored experience or a branded content experience. Moreover, with consumers looking for more relevant content, marketers have a competitive advantage to win their coveted attention.
In addition, a content marketing strategy can help you boost your search ranking and increase brand awareness, while enabling you to engage your existing customers and acquiring new ones. By integrating information sourced from content marketing initiatives into your SEO strategy, you can make sure that you stand out from the crowd. This can be accomplished in a number of ways, including leveraging your existing content, creating fresh content, and enhancing your search engine rankings. Taking an active approach to your content is the best way to ensure that your brand is top of mind when it comes to search queries.