Successful Content Marketing: How to get to 21.5M Visits in 4 Easy Steps
We started our business venture exactly 8 years ago. We were two computer engineering students who decided to work for ourselves upon graduation.
But as what happens to many people, we thought that if we did something interesting and solved a problem, the clients would come by themselves. I am sorry, but this is incorrect and nothing could be further from the truth.
It was at this point, once our service was already developed and we had seen that no one used it, when we decided to begin learning from scratch about marketing on the internet.
After a few months of trial and error, we realized that the best road to follow was in content marketing. It did not need a huge investment in capital (such as using Google AdWords, Facebook, or other media). But instead an investment in our own time, knowledge, and creativity.
The problem is that 76% of companies report that they are using content marketing but only 37% of them are seeing benefits. The main reason for this is that the ones who are failing continue to use the same tactics over and over. Without innovation at all. As Albert Einstein said: Don’t expect different results if you keep doing the same thing over and over again.
When we began with content marketing in 2008, it was just redacting articles on our blog. So later they could be indexed on Google. And in the end when someone used the search engine they could find our site.
Today, this is no longer viable, yet there are still many who keep betting on this strategy. For this reason, I would like to share some lessons learned, in order to show that today. As well as in the future, content marketing will continue to change and evolve. But the one thing that won’t change is the strategy that we learned over time, which you too can use today.
The best way to do it is by analyzing how big internet companies produce content. As we all know: Don’t pay attention to what they say, but in what they do. If you invest some time investigating, you will be able to find out exactly everything that is being done today just by going to their sites.
In the following I am going to teach you to study what the stand-out companies are doing those that have the necessary knowledge in content marketing so that you too can implement it in your business. As Anne Isabella Thackeray Ritchie (1837–1919) said: “Give a man a fish and you feed him for a day. Teach a man to fish and you will feed him for a lifetime.”
1. Video Libraries
In the past, the grand majority of people used internet from their computer. But today everything passes through cell phones. Taking this in light, the most efficient thing is to use videos.
An example of this is the company MOZ. Which generates content marketing every Friday with tutorial videos. Where the founder shares his knowledge:
Personally, it is the only source of information about inbound marketing on the internet that I pay attention to. Although there are thousands of others doing the same thing. The reason for this is that the content is user friendly. All one has to do is push play, and the videos are only 10 minutes long, fun and useful.
Another alternative for doing content marketing is what AWeber does. Through a video library they teach you step by step how to use their software. And even answer any question or doubt that one may have on what their company does. Which in this case is email marketing.
According to a study carried out by Google, 23% of all the existing videos are seen with the sole aim of learning something new.
If you have a product or a service, the best thing that exists today so that someone can learn about it or use it is by using a video. This should be your main content marketing strategy.
From 2015 to 2016 the audience that listened to podcasts increased by 23% . Think about content that users can consume while driving or doing physical activity. Without having to dedicate 100% of their attention to it, compared to watching a video. The potential that exists for this method is huge.
For example, InsightSquared has a new section on their blog where they are working on content in the form of podcasts.
Another advantage of doing a podcast is that you can upload them to other channels such as the iTunes Store, where a totally new audience can find you.
When deciding on a strategy for content, podcast is an interesting choice. Especially if you can combine them with other types of content such as text and video. With different formats you are able to meet the greatest needs based on the requirements that each user has in their daily life.
Another choice in creating content marketing is to give webinars and online courses to your current clients. As well as to those who are interested in your company.
The goal is for you to teach them something that you and your company understand to perfection, something that you specialize in.
For example, Lead Pages did this with great success on their weekly trainings, offered live over the internet.
All our marketing team attends these online courses each week because we feel that it is the best way for our company to stay up to date in this area. And it is worth noting that when it came time to designing our landing page, it was Lead Pages who we chose as our provider. And that is the way in which content marketing truly functions today.
4. Social Network Interviews
Lastly, I would like to highlight that there are many other options when it comes to content marketing. For example, what Express Writers is doing carrying out interviews through Twitter with people who are well-known in the industry.
The ideas recently mentioned are not worth anything if you are not willing to experiment. Seek out new ways of reaching your future clients.
Just as in years before, the key is still creating valuable content, but today you must adapt to what your clients are using: their cell phones.
And you must be aware that with each passing day there is more information on the internet. If you want people to keep you in mind you must be more flexible than your competition. Mix different formats in content (text, images, videos, online courses, social networks, etc.) that adapt 100% to their daily lives.
BIO: Article and content share by Cristian Ángel Rennella. Vice-President of Marketing for Préstamos en Línea in Brazil. Professor at the Universidad Católica in Córdoba, Argentina. And Ruby on Rails developer for new regional projects.
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