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Content Marketing Your Recipe For-Online Success.png - By David O'rourkeTRANSCRIPT
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CONTENT MARKETING Youre Recipe For Success Online
Written - By
David ORourke
DAITHIOROURKE. Inc
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(CH 1) INTRODUCTION
Increasingly Connected ..03
A Strong Marketing Tool ...03
John Deere ..03
Some Facts .04
Definition Of Content Marketing ...04
Create Relationships 04
(CH 2) - THE KEY TO CONTENT MARKETING SUCCESS
Prioritize customers Needs Over Products .05
Content Marketing Channels .05
Master One At A Time .06
Fresh And Relevant New Content ..06
Curation Of Content .06
Benefits Of Curation .06
Content Marketing Is A Long Term Strategy 07
Become The Authority 07
Patience and Belief. ..07
The Good News 07
(CH 3) - SIMPLICITY OF CONTENT MARKETING
Chances Are You Are Doing It Already .08
Newsletters 08
Microsites ...09
Social Media ..09
Websites ..09
Blogging .09
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(CH 4) - SO YOU WANT TO START BLOGGING: THEN HERES SOME BLOGGING TIPS (CH 4)
Grateful You Asked 10
Choose The Right Platform .10
Choose The Right Theme ..10
Bring It To Professional level ..11
Hosting ..11
Professional Themes 11
Be Personal 11
Imagery Imagery Imagery 12
Branding 12
Communication ..12
Connecting .13
Build Up Your Network ..13
Content Writing ..13
It Can Suck You In ..14
Home Page Visitors Are Dwindling....14
(CH 5) - CONTENT MARKETING TIPS TO KEEP YOU FOCUSED
Successful Content Marketing ..15
Choosing The Right Platforms .....15
Who Uses WordPress Anyway ....15
Most Influential Brand On WordPress ...16
WordPress Alone Will Not Achieve Success.17
(CH 6) - Now You Are Just Itching To Get Started Just Somethings To Consider.
Take Stock .....18
Determine Your Budget .18
Content Marketing Strategy 18
Discover Your Platform ..18
Content Marketing Schedule .19
Review And Perfect Your Plan ..19
Accept The Trial And Error Stage ...19
Conclusion ..20
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(CH 1) - INTRODUCTION
Increasingly Connected
We now live in a world that is increasingly connected we are the most informed
generation of our time. Customers are now more savvy and informed before they
make their purchase decisions. With this desire for fresh new content that informs
us and engages with us. It is imperative that businesses start to provide a wealth
of content that informs the public of their business and why they should decide
to engage with that business and purchase its products and services.
A strong marketing tool
Although this is true people are very selective at what they read in the hope it will
lead them to make the right purchase decision. Content marketing is emerging as
a strong marketing tool that engages with customers and cuts through more
traditional marketing methods. With the benefits of content marketing evident it
is still a daunting task for many as it demands allot of time, effort and resources.
John Deere
Content marketing is not new although we may automatically think so. Brands
with rich history and insightful stories have shared these stories with customers
in order to convert. John Deer was the first example of a successful content writer
for a specific business. He created a magazine called Furrow that provided
valuable information on farming for his customers and it cant be denied that it
didnt work.
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Some Facts
1. 73% of B2B content marketers are producing more content than a year ago.
2. 58% of B2B marketers planning to increase their content marketing
budgets within the next 12 months.
3. 80% of decision makers prefer to become informed about a business
through a series of articles
4. 70% say content marketing makes people feel closer to a company or
brand.
5. 60% say that a company that conducts content marketing helps in the
decision making process.
Definition of Content Marketing
Content marketing can be defined as a marketing technique of creating and
distributing valuable, relevant and consistent content to attract and acquire a
clearly defined audience with the objective of driving profitable customer action.
Simply put content marketing is clear and effective communication with
customers and prospects without actually selling but with the goal to convert
customers.
Create Relationships
To succeed with content marketing it is imperative to create relationships with customers.
Through there creation of content that answers there questions. Traditional advertising only
achieves a one night stand type effect with no long lasting results. Content
marketing helps to provide a long term relationship with customers and prospects.
And therein lies the distinction between traditional advertising and content
marketing. With a consistent supply of relevant and quality content can establish
an individual, business or brand as a trusted resource. This form of advertising
becomes a powerful competitive advantage.
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(CH 2) - THE KEY TO CONTENT
MARKETING SUCCESS
Prioritize customers Needs Over Products
The main purpose of content marketing is to prioritize customers needs over
products by providing solutions and answers to your customers problems. These
solutions and problems can be communicated and distributed on the below
formats.
Content Marketing Channels
1. White Papers: (an authoritative report or guide helping readers understand
an issue, solve a problem, or make a decision)
2. Thought Leadership articles: (Thought Leadership is simply about
becoming an authority on relevant topics by delivering the answers to the
biggest questions on the minds of your target audience)
3. Infographics: (graphic visual representations of information, data or
knowledge intended to present complex information quickly and clearly)
4. How to guides: A collection of evergreen content and tutorials detailing
how to complete tasks
5. Videos: the recording, reproducing, or broadcasting of moving visual
images.
6. eBooks: (An eBook is a text presented in a format which allows it to be
read on a computer or handheld device).
7. Presentations: (A process of presenting a topic to an audience. It is typically a
demonstration, lecture, or speech meant to inform, persuade, or build good
will)
8. Webcasts and podcasts: (A series of digital media files, usually digital
audio or video, that is made available for download via Web syndication)
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Master One At A Time
With so many channels to communicate your message it is important to master
one at a time and evaluate which one best suits your audience.
Fresh And Relevant New Content
The creation of relevant, new and fresh content is a constant concern for
marketers today. Especially for company and organisations without the resources
to have their own in-house content creation powerhouse.
Curation Of Content
This lack of resources for marketers has pushed marketers to practice in the
curation of content. Although the curation of content in my opinion would not be
a long term strategy. But for those starting out it would be a good option. The
benefits of the curation of content from trusted resources are as follows.
Benefits Of Curation
1. Learn New topics: For marketers wanting to learn new topics the curation
from respected experts will allow you to achieve what you want.
2. Writing skills: While curating content you will over time learn how best
to wright and will soon find your own unique style.
3. Your own voice: As you curate content you will become more aware of
your own opinions and will soon be expressing them as you writing making
your piece unique.
4. Become the expert: After curating for some time you will soon develop
your own expertise opinions and advice and will soon not need to curate.
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Content Marketing Is A Long Term Strategy
There are many that insist that content creation brings immediate benefit.
Unfortunately this is not true especially for those starting out. Until you become
the trusted authority in your industry your content may take three to six months
before you see real results.
Become The Authority
Although this is true content created consistently over a three to six month period
will generate more leads in the long term. Even content created a year ago can
still achieve a surprising number of hits. Once its optimised properly and is easily
searchable. You then as the content creator are well on your way to become the
authority and your fresh new content will become more in demand.
Patience and Belief.
The main goal of content marketing is to achieve long lasting hits and continuous
engagement, thus requiring a long term commitment. But if the commitment of
continuously learning and the development of skill exists. The costs of
conversions will be significantly be reduced.
The Good News
The curation or content as discussed before will greatly reduce costs, resources,
and time. This is not the only option but it is an option. For marketers looking to
speed up there return on investment content curation is an answer but not the only
solution. Research and planning are essential and most preferred and will achieve
long term authority and trust. Content marketing taken seriously will achieve the
best return on investment. In fact if you do it right and create a piece of ever green
content you have hit the jackpot of content marketing
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(CH 3) - SIMPLICITY OF CONTENT
MARKETING
Content Marketing may be your only option
Although content marketing can be made out to be complicated in truth it is not.
Even for brands with small budgets can be highly successful with the right content
marketing strategy. The distribution of relevant and valuable content on a
consistent bases can attract a defined audience. Below are a few things you should
consider.
Chances Are You Are Doing It Already
Perhaps youre already doing it. Its hard to deny that content marketing is the
new buzz word in marketing today. Chances are that you may even already be
doing it without realising. Below are a few listed channels in which your content
marketing may already be active.
Newsletters
This is one of the most common and oldest form of content marketing. Normally
used as a communication tool between corporations and customers. With the
objective to engage and educate readers about the brand and of upcoming
developments and events. These are incredibly useful in document a companys
developments and progress.
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Microsites.
These are a widely used form of marketing that can require allot of work. Because
what you are essentially doing is creating sites with related topics to your specific
industry. These sites then direct people back to the website or business thats your
main concern. For example your main business is a Casino Consultant which has
its own domain and site. Then you create a site only about slot machines or cards
then direct popular back to your main site. This is not my personal favourite but
it is another method.
Social Media
Dont allow so called social media gurus to hoodwink you into thinking social
media is either complicated or difficult. Simply a constant sales pitch on social
media will not work. But with a healthy mix of content that engages, informs and
entertain which then directs people back to your website. This strategy can be
very effective.
Websites
This is like your shop front window on the web and this needs to be clean and
instantly easy to navigate. With clear imagery simple calls to action and a very
informative about page. Furthermore with a blog included in the website will
make a really powerful tool and will become the hub of your content marketing
empire.
Blogging
Blogs are one of the most cost effective channel for your content marketing. And
I must admit my favourite blogs in my experience provide the best return in
investment of time and effort. Writing a post on your blog is like real estate on
the web that you own. If the content in that post is well written, informative and
up-to-date will attract visitors for a long time after its written.
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(CH 4) - SO YOU WANT TO START
BLOGGING: THEN HERES SOME
BLOGGING TIPS
Grateful you Asked
First of all I am grateful that you came to me for advice I am genuinely passionate
about helping others and welcome the opportunity to help you. Like I said before
I dont fill peoples heads with jargon and BS that very evident online today.
Lucky for me I was mentored and coached by one of the best and that made a big
difference for me. I must have had about 5 blogs online that where just horrible
but they did help me learn and develop my craft and so will you. So sit back grab
your favourite drink and read what I know and would advise you to do.
Choose The Right Platform
This is very important and I will tell you the best one to use WordPress its free
and a great way to get started. And if you are still not convinced look who uses it
already. Sony, The Wall Street Journal Stream, Washington post, Wall Street
Journal Blog, Coca Cola, Harvard Business Review Blog, CBS New York, CNN
International. Unfortunately so many start off with the wrong platform and this
can be a real nightmare to change when you realise.
Choose The Right Theme
If you want to use a free theme use Twenty Fifteen its clean made by WordPress
themselves. I personally use it when changing themes for clients. The trouble whit
free themes than can be filled with backlinks to the developers websites. This is
great for them but not so good for you so choose a recommended one. When
Google sees irrelevant backlinks in your theme which is your site they will not
like it and your site will suffer because of it.
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Bring It To Professional level
If you want to take this on in the best way I would recommend buying your
domain. Unfortunately when your domain is yourname.wordpress.com you dont
own the domain and someone else can buy, it then ransom you for it later. I
personally know a client that was being charged 5000.00 for a domain he wanted,
so realistically we just had to get something different.
Hosting
Then get the domain hosted I am personally with Go Daddy but there is allot of
up sell there so I Page is starting to look good to me these days as it is easy to
navigate and is well priced. There are various others to choose from in then they
are all near the same.
Professional Themes
Then buy yourself a professional theme these are great as they are full of
functionality and easily read by Google Theme Forest or Studio Press are good
places to go for these. These will set you apart from others online and that is what
you want.
Be Personal
As a believer in the impact and influence of personal branding I would
recommend incorporating it into your blog. What this means is be personal dont
be generic like everyone else online. Be your own unique voice use imagery that
tells us more about you. Place a selfie into your about page and set up your
gravatar people love to know who they are dealing with. A sprinkle of personal
branding on your blog will allow you to connect with people.
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Imagery Imagery Imagery
Place feature images within your Blog posts this will give them more pop. Make
them as wide as possible on the page. Make sure they are clear and not fuzzy and
dont be afraid to be unique. There are so many articles out online today with the
same generic images let yours stand out.
Branding
Take a step back and think of this for a while after doing a few interviews with
some branding experts. The one thing I learned is to first define and think what
your purpose is. What do you want to achieve with this blog who do you want to
help? For me I want to help ordinary people communicate their value to the world
by providing the tools to do so. You may want to communicate your passion to
help others to be happier and more content with their lives. You possibly want to
change lives with the words you write and speak. You will build your brand
around all this.
Communication
Once you are happy with your brand then start communicating it across all
platforms that are relevant to you. For me I use LinkedIn Facebook Google+ TSU
and Twitter each serves there purpose and each will allow you to test out your
brand. Seeing your brand on a social platform really allows you to critique it
properly. My brand is still in development but hope to have it finalised by
Christmas. You will soon learn that your brand will develop and grow just as you
and your blog continues to develop. This will be in your early stages but you will
eventually stick with the one that speaks out best to you.
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Connecting
Then once you are happy with your blog and your brand start marketing it
amongst your connections and existing community. Place the link to your blog at
the bottom of every email and message dont spam anyone just do it in an
informative way.
Build Up Your Network
You will be surprised who is willing to connect with you so reach out to others
to connect with you on LinkedIn, FaceBook, Twitter, G+ and Pinterest. Get
involved in groups on LinkedIn, communities on G+ and Facebook Groups.
Become engaging on these platforms thank people who respond to you with likes
+ and Follows. Share the content of others especially if its related to your subject
of interest. Send messages to these people and build your community.
Content Writing
While you are doing all of what I mentioned already you will be writing content.
Google loves fresh content and you will provide that and over time you will get
ranked. Stop worrying about the quality and just write it, you will only get better
through practice. Just look at this piece here it is by far not the best but it is what
I have to offer and you are reading it so its working for me. If you genuinely love
your subject matter that will show in your content and the more often you do it
the easier you will find your voice. And forget about SEO just right for people
and provide answers to their questions.
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It Can Suck You In
Well let me tell you if you are thinking of Blogging be careful as it can easily
suck you in. I personally was only testing out blogging a few years ago and over
time eventually found my voice and loved the development of my craft and so
will you. Take it from someone who knows nobody expects you to be Earnest
Hemming way on your first go so dont let inexperience hold you back. There are
allot of people who need to hear your voice and some will be very supportive
even if youre not perfect. Blogging will help to establish yourself as an authority,
a Beginner or just a kind and caring voice that willing to help others.
Home Page Visitors Are Dwindling.
There is evidence to suggest that home page visitors are dwindling. Over half of
the New York Times home pages visitors on nytimes.com reduce by 80 million
in two years. This was a reduction by half so generic homepages with no value is
a risky strategy no matter how big you are. So it is imperative now more than ever
to create quality content that engages delights and converts.
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(CH 5) - CONTENT MARKETING TIPS TO
KEEP YOU FOCUSED
Successful content marketing a result of great people,
great organisations, and genuinely great stories
Successful Content Marketing
Successful content marketing can be the result of great people, good organisation
of resources, and genuinely great stories. Although this is true there are many
successful content marketing methods that even a company with no great stories
and very little amount of people can use to be successful. And by the way all
companies big or small have great stories and great people. Companies just need
to be brave enough to share these stories. But in the meantime there are methods
that you can use to get you started in the right direction. Here are some of these
methods in which you can use.
Choosing The Right Platforms
Content Management Platforms are various and there are many to choose from
but in my opinion it is WordPress that stands alone and is the best there is. With
brands and organisations such as Nike using it really says allot and it is very scale-
able and easily managed and developed even by novices. Although you can get
started with WordPress for free it is advisable if you are looking to take on content
writing in a big way. Then a professional theme and a well-established hosting
company with good support is worth considering.
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Who Uses WordPress Anyway
You may hear often that WordPress is the best platform to brand and market
yourself your business or opportunity. But why should we believe this well just
take a look at the list below of well-known brands that have chosen WordPress
as the source of their content marketing empire so I cant see why you wouldnt
achieve the same with a little effort, courage and patience.
Most Influential Brand On WordPress
And If You are still not convinced WordPress is worth
considering here are some more big brands. Here are some
more top brands on WordPress.
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WordPress Alone Will Not Achieve Success
1. Analytics: The WordPress platform will allow you to easily install
analytic plugins to analyse the performance of your content and channels.
It will allow you to identify where you are succeeding and will allow you
to identify where you are not. Giving you the opportunity to fix what may
be broken.
2. Distribution: Your platform should allow you to spread your message
easily across multiple channels. WordPress will easily allow you to spread
your message across various channels. That is where Word Press is strong
with a vast library of quality plugins that will allow you to build and create
your own content publishing powerhouse
3. Curation: of content is a method of creating content that will be
informative and engaging. Curation is a great way for you to get started in
creating content on a regular bases. Curation of content with a mix of your
own opinions and experiences is a great mix. Just always remember to pay
credit to your resources. There is where lies the science or skill of being
able to identify relevant and quality resources that will allow to achieve the
content management success you want.
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(CH 6) - NOW YOU ARE JUST ITCHING
TO GET STARTED JUST SOMETHINGS
TO CONSIDER.
You are now ready to take on the world with your engaging and compelling
content. You are now going to dominate your industry and spread your message
of why you should be seen as an authority in your industry. But before you do all
this just take a breath sit somewhere comfortable grab a cup of coffee and read
this list below before you get started.
Take Stock
Review what content that you may already have from reports and assignments
that you have already created. You may even have some presentations that you
could publish. If you dont have either just set yourself a content creating schedule
and stick to it as best you can. The hardest part really is just getting started once
you do it will be easier.
Determine Your Budget
When we say budget we mean time how much time are you willing to spend on
content marketing. Because you will need a period of time in which you will be
able to commit to this process.
Content Marketing Strategy
What do you want to achieve with your content marketing. Who is your audience
what do they need to know. How do you expect them to find you through search.
What questions will you answer do you want to provide quick and concise
answers or long drawn out detailed answers. What area of expertise do you want
to be known for and how do you plan to express and display that expertise.
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Discover Your Platform
What platform do you focus on which platform does your audience hang out?
Once this is established you can go and build an active and engaging community
that promotes your work and buys your products and services.
Content Marketing Schedule
Make a schedule that you can realistically follow to create content also make a
list of topics and specific pieces of content to create for the 3-6 months.
Review And Perfect Your Plan
Make sure you are not over stretching yourself because if you decide to publish
every week on a Friday you will have to stick to is as your community will be
expecting your content. Then if you dont deliver they will lose their confidence
and trust in you as the authority.
Accept The Trial And Error Stage
Unfortunately to achieve great content marketing it is necessary that you will go
through a period of what works for you and your audience. You will write articles
that will receive raving reviews tons of likes and a handful of shares and
comments. Then you will experience the time when your content receives little or no
results but remember this has not been a waste of time. What benefits you get from this is that
you build breadth and depth to your collection of content. You will also be practicing your skill
as a writer and researcher. You will improve every time you complete a new and polished
piece of content ready for your active and engaging community to like share and
comment on.
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Conclusion
While youre content marketing journey will continually evolve and develop. So
will you and your skill will perfect you will become the authority of choice.
Content marketing will for many become just another form of marketing and
many will not take the time required to do it on efficiently.
But for those who embrace content marketing in a positive way with a hunger to
learn. These new pioneers of the marketing world will leave a legacy of content
that will be read and enjoyed for years to come. Providing an endless return on
investment of time effort and commitment that can last a life time. Generating
leads and revenues at little or no cost.
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| Personal Branding | SEO | Social Media |
|WordPress | Web Design | Blogging|
Helping People And Business To Communicate
Their Value To The World
www.daithiorourke.com