How to create a winning content marketing strategy

How to create and wield content to your most advantage

For a successful inbound marketing strategy, you need to create fresh and relevant content.

Just publish more. Sounds easy.

What makes it hard is the daily grind of what is sometimes called Brand Journalism.

Sometimes you run out of ideas and topic to write on. Maybe the content you create doesn’t feel quite good enough.

Content marketing has its own challenges.

So how can small businesses overcome these challenges? Create content that is relevant to prospects and leads at every stage of your sales funnel.

Step 1: Design your content marketing strategy to cover every aspect of your content creation and design that increases your chances of growing your audience and converting visitors into leads.

With content marketing, you need to consider these types of content for a winning content marketing strategy.

Entertaining content

Content that entertains captures our attention. These posts may not be directly related to what you sell, but can’t stray too far from the mark.

For example, a company that sells residential and commercial solar power systems might publishing posts on the solar powered cell phone charging benches in New York City, or that solar powered airplane that recently completed a flight around the world. Not directly relevant, but entertaining.

Educational content

Customers prefer to buy things that they understand well. eBooks are some of the best way to offer educational content to your audience. Well designed videos also work.

The key here is to teach first, and for those visitors who want more information, offer a way for them to contact you, at which point they become a lead.

Whitepapers are also content formats to educate your customers. This label is generally used for material that is more technical in nature.

Topic Ideas

Inbound Marketing (which is sometimes called Content Marketing) looks A LOT like journalism. You crank out a steady stream of stories and articles you believe your audience will find interesting. This is also what magazines and newspapers do.

However, people generating content for small businesses sometimes run out of ideas about what to write about.

Here is where a little psychology comes in.

It’s time to train what psychologists call your Reticular Activating System. This is the part of our brain that filters what does and does not get our conscious attention.

I’ll give you two examples to illustrate how this works.

You decide to shop for a highly fuel efficient car and decide the Toyota Prius makes sense for you. You then start noticing there are a lot of Prius’s on the road. It’s not that they suddenly appeared. They were there before. You just didn’t notice. But now that you’ve decided one is in your future, your Reticular Activating System is making you aware of them.

You live near train tracks. You’ve learned to sleep through the noise of the nightly train because it’s just the nightly background noise of the train. You bring your brand new baby home from the hospital. She sleeps in the next room. While you sleep through the noise of the train, when your baby’s breathing pattern changes it wakes you up. Why? Because your Reticular Activating System recognizes the train noise as unimportant and the baby’s breathing pattern as important.

How do you use this to help you find topic ideas?

Get a means of capturing ideas. It could be Evernote on your smart phone or a 99 cent pocket notebook and a pen. Force yourself to record one idea every day. Even if you think it’s a bad idea. Through the process of recording one idea per day, you will train your Reticular Activating System that you’re interested in topic ideas.

In a fairly short time you’ll start to see them everywhere.

Learn more here…

Download the eBook: The 7 Fundamentals of Being Found Online

 

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