Content Marketing Explained (The Right Way)

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Video Transcript: What is Content Marketing?

What is content marketing? Welcome to Geek Free Marketing. This is another Geek Free answer, brought to you by

Content marketing is a big buzzword lately, flying all around cyberspace with a lot of small business owners, marketing gurus, entrepreneur’s kind of jockeying for a position in this new content marketing kind of “SEO is dead” space. Well, the bottom line is content marketing has been around for a long time, long before the Internet. And it boils down to a simple concept, which is defining a specific target audience; generating compelling high quality content that speaks to the needs, concerns, and questions of that audience; and delivering it to them where they hang out, hereby establishing you and your business as an expert and an authority in the process. It’s really simple. Find out what your audience wants, develop really good stuff that speaks to that, and get it in front of their eyeballs, and they’ll see you as the authority and thank you subconsciously with reciprocity in the process.

There are five steps to content marketing, or content marketing strategy, as far as we’re concerned. The first one is: you need to define a specific target audience for your business. Very specific. An avatar of one person that’s a member of your audience, what are their needs and concerns? Secondly, you define those specific needs by looking at FAQs, the top questions you get from your customers, keyword research, and using online tools, and coming up with a list or a grid of what we call a content roadmap, which is a list of the topics that your audience is talking about or looking for information on online. The third step is to develop that content in multiple formats that engage your audience. You might want to write a blog post, create a video, an infographic, or even a video Podcast. That third step is to create that content.

The fourth step is to syndicate or distribute the content to your audience, and also optimize for search engines. It’s not about just writing content and waiting for your audience to show up, kind of hoping for the best. It’s about putting the marketing and content marketing, and distributing that content out to the social space, to your email list, to partners by doing guest blogs. You’re looking at different channels, different traffic channels, to get your message, to get that content in front of the eyeballs of your target audience.

The fifth step, you want to measure the impact of your content. Look at Google Analytics, any analytics tools you might have, and say, “Okay. Which content is really engaging?” Look at analytics and see which content is getting visitors to your site. Which stuff that you’re posting out there on Facebook or Twitter is actually resulting in people coming back to your site? And look and optimize your content program.

So, five steps. Just remember, define your target audience, determine their top needs and concerns; develop compelling content that meets those concerns; syndicate, put the marketing and content marketing across the web where your audience hangs out; and measure the results, and optimize the program. Hopefully you find this helpful.


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