Content Marketing the Right Way – Without Giving Up
Content Marketing Made Easy
Most business owners fall flat when it comes to content marketing. Why? Because they never bothered starting. They know it works – especially after Google’s latest Hummingbird and Panda update – but ‘just knowing’ isn’t going to cut it.
Let me help. I want you to steal my personal success method, run away, and profit with it.
First things first.
What’s the Hummingbird and Panda Update? These are two of Google’s algorithmic updates to weed out low quality sites, especially those that lack useful content. The search engine just doing it’s job: taking care of those searching their database.
The deal is: If you’re not providing value, relevancy, or much help with your website, then you don’t deserve a spot on their most-wanted page.
Just as a magazine relies on words, design, and images – your business needs the same range of elements to thrive online. In fact, you’ve got more options since there are more multimedia options for you (Video, gifs etc.)
Content is food and oxygen to your website. What are you feeding your website? Does your website have an attractive body and helpful soul?
Every brand and business model will require a different content strategy.
You can create videos, webinars, infographics – but find the ones that you ‘enjoy producing’ and have time for. Don’t get too far ahead of yourself. If your resources are limited, with what you have, then slowly scale up.
I started by writing promotional articles, then advanced into making videos when I could afford my own equipments + learned how to edit videos. If you don’t know how to the software and tools to get you the content type you need, make time to learn.
If you simply hate producing content – then I suggest you hire someone to do it for you.
Let’s say your you’re a music artist, then audio is a no-brainer. Take it up one notch by producing weekly videos of ‘how your week went’, or get intensive, and do a daily vlog – all which allows you and your fans to ‘stay connected.’
Breadth & Depth
When you and your existing customer base interact, the connection strengthens. The more engaging and emotionally-riveting your content, the deeper the bond. Go for breadth and depth. Think of content as ‘conversations’ with your customer. The online world is no exception – the more conversations you have with your customer, the closer they’ll feel to you.
Your brand and customer were all once strangers to each other – but the more you interact, the more distance you remove.
This is where most brands fall off – consistency. You need to approach content marketing with a long-term commitment plan. This will put you far ahead of most brands – who usually stop after 3-5 posts. The beauty is: you’ll never run out of content; especially if you’re in an established and competitive niche.
When you don’t know where to begin, that’s because your niche is either too big (so you have too many ideas), or if your niche is too small, and there isn’t much to say about it. Your case is most likely the former.
The best solution is to ‘niche down’. Focus on a more narrow topic inside the niche.
If you’re in the business to coach people to ‘play better soccer’, break your content up to multiple lessons. Have your first week dedicated to dribbling, the second, team work, the third, cardio-training. Don’t try to cover everything at the outset.
It Doesn’t have to Be Perfect
One man’s trash may be another man’s treasure. When I started recording my videos, I kept them short. I focused on only one-point every time. I also kept the footage around 1 minute. When you set high standards you’re not qualified for – you’ll only have a hard time making content.
Curating For Content
Every now and then, share a few buzz worthy videos, such as top Premier League highlights of the week, or a personal interview you found with a university soccer coach. You don’t have to always produce original material. Curate, and give credit where it’s due.
Either way, your audience will thank you for the share. As long as the meat of your content is well aligned with your brand’s mission, you’re doing your job – and doing your customers a favor.
What’s Holding You Back?
Most people are eager to get started, but they lose steam, fast. You need to first address the sticking points you have, and solve those first. Is it lack of time? Is it because you don’t see value in creating shareable content? Or you just don’t know what to create?
Most people don’t have a realistic content creation strategy.
This may require a lot of patience, but it’s a long term game – but with monumental gains. In fact, I’d urge you to never stop as long as you’re marketing your business online. The internet is built on content afterall.
The more you do it, the better you’ll get, and the more likely you’ll start seeing positive returns for your unwavering effort.
Why I Failed In The Beginning
When I first got started with my BABE series (Become a Better Entrepreneur), I failed to record consistently for the first few months.
No surprise. My will wasn’t strong enough. Self-discipline was the problem – I didn’t have the patience. Like most, we want instant results. But without patience and execution, you might as well not start.
Everything changed when I forced myself to record every night – even if I had nothing to interesting to say; even when I was too beat and tired, I recorded.
Take It Easy
When I approached this process as ‘play’ rather than work, it became more fun. All I had to do was turn on the camera (I use the Canon Legria III), look into the lens, and talk.
I knew that lowering my expectations would help – so that’s what I did. Never aim for perfection when you’re just starting out. The goal wasn’t to record a bunch of ‘home-run’ videos; The goal was to first develop an unbreakable habit of recording. It had to become an addiction.
With more takes, I inevitably got better. There are days where I can shoot without a script, speak on the fly, and still produce a vlog that I’d personally approve as ‘useful’ for the viewer.
Start Small – Quit Critiquing
Again, start with low expectations and scale up from there. This way, you don’t get frustrated and quit in the early stages. That’s what happens to most people – and that’s why the odds are in your favor.
Our minds will eventually figure out how to perform better. I became a better speaker and more of a natural. It’s unlikely that you’ll get progressively worse. That’s just not human.
It’s mostly likely due to false judgment when you find your work subpar or bordering repulsive – we are our own biggest critic after all.
Train Your “Creator’s Muscle”
I had to train my muscle to and will to vlog. After the first 10 days straight of shooting, things got a lot easier. I found my ‘prime hour to vlog. It’s usually after 11pm. Less effort is required the better I got at this.
Whether your content takes form on print, audio, or video, see what works for you and your schedule. Experiment.. When you’re not busy selling your product or service – it’s your content that will keep your brand out there.
Never Run out of Ideas
Here’s a trick to never run out of ideas or things to say. Start thinking about what your customer wants to know – and build your content around that.
For e.g, if your site website is about video production for beginners, you can create many categories and branch off on each one. One category can be about lighting, another about camera equipment, and another about getting ‘creative’. In fact, if you get creative, creating content becomes silly easy.
Start with your reader/viewer in mind, and you’ll know how to shape and sculpt your content, always.
As long as you stuff helps – you’re giving value. With ongoing value, you’ll have always had a growing base of fans and more traffic.
There’s never been a better time than now to start building your business online via content marketing. It’s one of the evergreen online marketing tactics that will bring you great returns in the long run.
The more consistent you are, the better you’ll get. The more content you shell out, the more impact and reach you’ll have.
What will you create today?