Do you know why A-list digital marketers such Neil Patel pays $30,000 for content and gives it out for free?
Content marketing works.
According to 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.”
Although Content Marketing is not really a new marketing concept — it has been there for a long time. However, it’s only recently that marketers started adopting it. Even though it has become so popular, most brands still ignore it and others don’t know about it.
While content marketing is not a quick win, unlike the traditional marketing techniques which are boring, expensive, and deliver short-term results quickly, content marketing is for forward-thinking brands, brands who want to create a lasting relationship with their customers.
No wonder bill gates concluded that content is king in an article he wrote in 1996 where he predicted that much of the money will be made with content more like it was in the broadcasting industry.
In his voice:
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
And today, it’s a reality.
Interestingly, consumers love brands that educate them.
In fact, recent studies by conductor show that 131% of consumers are more likely to buy from a brand after reading their content.
So why should you adopt content marketing for your startup?
There’re too many long-term benefits your business can enjoy from content marketing.
It helps you to get noticed: content marketing allows you to tell your startup story to attract investors. The rate at which startups are sprouting up, innovating, and disrupting is so amazing. And that’s good.
But those that have a better chance of securing funding to scale are the ones that put marketing at the top of their priority. Because marketing plays a great role in catching the interest of investors.
Unilever acquired Dollar Shave Club in 2016 for about $1 billion most likely because they made the brand visible through a sarcastic YouTube video that went viral and has received more than 23 million views.
Angel investors are looking for viable startups to invest in. Your potential investor might just be on your social media connection list or your friend’s or on other mediums your content will be shared.
Even though content marketing takes time, it can generate long-term results. If you become so obsessed today and create a lot of content around your niche, you could just dominate your industry for the next 10 or more years. What do you think about that?
For example, Dennis Salazar started a packaging company 10 years ago and scaled it up with content marketing even before content marketing was given a name.
He was obviously obsessed with marketing, so he wrote, and wrote, and wrote. And today, his brand is so successful and reaping from the reward of his early beginnings. It’s hard to search for anything related to his niche without seeing his brand.
Well, that’s it. They’re a lot of reasons to embrace content marketing.
However, to succeed in your content marketing campaign, you need a team — a content marketing team— a team responsible for crafting content for your startup. You can easily train your existing team members so almost everyone can create content for the startup occasionally but consistently.
I know you can even employ someone to do the job. I’ll consider this secondary as everyone in your company should be creating content — What you need is a managing editor. You can focus on maximizing your current workforce. And set out time for creating content for your brand.
Another thing worthy of note is that content marketing is cheap. Recent studies show that Content marketing generates three times as many leads as traditional outbound marketing, but costs 62% less.
It goes without saying that content marketing is a marketing strategy you can’t afford to ignore and as such writing is a huge part of it.
Everyone in your company should create compelling content. Here is how:
Crafting a compelling Web Content
First-Off, a compelling content is the kind of content that informs you, changes your mind, reminds you, motivates you, inspires you, and also gives you practical actionable steps to apply immediately.
It’s important to note that people don’t actually read content on the web — they scan or glanced at it. There are searching for a valuable information to help them solve their problem. If it sounds like it’s not what they’re looking for, they’ll quickly jump out of your page and check another website.
However, if your content satisfies their need, is interesting, and easy to read, they’ll most likely read it to the end, leave a comment and share.
That’s not all, they may also convert to paying customers as well. Viola, a brand ambassador is born.
So, how can you create this kind of amazing content?
i). Create your audience persona first
Your audience persona allows to create content that is customized for your audience — Only this type of content get shared by your audience because it resonates with them.
Have you created your audience persona? It’s one of the foremost things you must do during your business planning process and even before you start any marketing campaign.
It’s extremely important that you know your audience well enough if you want to set yourself up for success. A recent study reveals 75% say “dynamic, personalized content” across channels is very important.
ii). Create a list of proven topic ideas
If you’ve done number one, you’ll most likely know your customers pain-points and what they care about.
With the insight from your audience persona you should be able to generate a list of the kind of content ideas that’ll resonate with your audience.
You can also use tools like BuzzSumo to find best performing content in your niche that your target audience already love.
Goto BuzzSumo and search for keywords related to your brand. For example let’s say your startup is around big data, you and find popular posts related to big data like so:
When you find these topics, add them to your editorial calendar for future publishing.
iii). Document, don’t create
I’ll like to mention that I got this idea from Gary Vaynerchuk from one of his Vlog. Gary is one entrepreneur that teaches what he does.
Gary is obsessed with creating content to promote his personal brand and he advises that to create more content that will make you likable and help promote your personal brand, you should document your process of achieving your goals.
“If you want people to start listening to you, you have to show up. What I mean by this is there are a lot of you out there who aren’t producing enough articles or videos or pieces of content that you should be produced to build your influence.”
This is a great strategy to create great content as it’s more real and your audience can quickly connect with your brand.
Best of all, you don’t have to think about writing this type of content. You just record every step you take towards achieving your goals and get your audience and customers inspired.
Garry has generated a lot of loyal followers with this strategy over the past few years.
iv). Don’t police yourself with too much grammar
Perfect Grammar has nothing to do with crafting a great story for your brand. Once you can express your idea and it’s easily understandable, it’s fine.
Don’t let that stand on your way. The story is what matters. However, you should brace up your grammar skills. Know when to use “it’s, its, where, were, they, their, there, etc.”
After writing, you can get an editor to edit your work before publishing.
v). Write like you’re in a conversation with a friend
The kind of writing that converts is the one that doesn’t sound like writing, rather, it sounds like a conversation. It has the human touch.
Not like the Wikipedia content. You should ask questions while you write. Ensure your content creates a connection between you and your audience.
For every startup founder out there, you should create enough content to help you promote your brand, attract investors and to quickly scale your business. I recommend you start now.
You can start by tweeting this content explaining what you learnt and what you’ll like to add to it. But come on, social media should be your content delivery network, not your content creation platform. Create a blog, create a YouTube channel etc, and be consistent.