Content Marketing


Today there are unlimited channels that your customer can get their information from. They have 24/7 access via their smartphone and you have an unlimited opportunity to publish.

So we need to look at how we are going to communicate and cut through all this channel clutter.

What is content marketing?

90% of business use content marketing, however, the average effective rate for marketing is just 30%

Instead of communication through someones else's channel, you create and distribute your own amazing information and build audiences that know and trust you over time. Content can mean anything from a blog post, to tweets, to Facebook updates, to Linkedin shares, to Instagram photos, newsletters, videos – anything that has your information, brand, and genius in it, in any way, shape or form, small or large. It could be as tiny as a tweet or as big as a book, it doesn't matter. If you've created it, it's your content.

Following are reasons why to invest in content marketing

  • Drives traffic to your website
  • Raises brand awareness
  • Builds lasting relationships with your targeted audience
  • Provides real value to your audience
  • Positions you as an expert
  • Starts conversation
  • Helps your audience make the decision to buy from you
How are you going to communicate?

How do you create valuable, relevant and compelling content on a consistent basis to your target audience to see some profitable action and measure success?

Content first, audience first approach

Be the authority

This is the area where you actually have authority to communicate on, be it knowledge or skill where someone will believe you.

Cut through the clutter

How do you differentiate yourself and cut through the clutter, what is your story about things that are not being talked about that will be talked about –where you could be the leading expert and gain their attention?

You want to be the market leader that is breaking out from the searches and market leader in the content that can grow, that is where the opportunities are – Find a different story and find your content niche. Focus on the smallest possible area where you can be the leading expert on. 

Define your content marketing mission statement –

  • Target one core audience
  • What content will be delivered
  • What your audience expects 
Build your audience

You need to build your own subscribers and audience that you have some control over, however we must state that they are NOT leads yet your are just starting to build information and relationships and know where they are at and maybe create a lead out of it.

Bring on e-news newsletters – Really? 

Email is more powerful than it has ever been before…

  • You need to create an amazing newsletter – That's the one that your subscriber opens
  • Exchange your value – What is that report, ebook, download, that they will give you their email address

Now you need to build your audience with a very simple proven strategy!

  • Focus on one content type – Video, audio or text
  • Focus on one main platform – Linkedin, Facebook, Youtube
  • Consistently deliver the content – Monday, Wednesday, Friday
  • Over a long period of time – 9 to 15 months

Why diversification is key and how do you get there? 

Following are 4 options:

  • Blog
  • Subscriptions
  • Email newsletters
  • Webinars
Generate the lead

What's the difference between those who subscribe to your content and those who don't? 

  • Create value for your audience before you extract value which requires a more thoughtful approach and patience – A loyal audience leads to revenue! 
  • Look at the content you are creating – is it any different from the content that is being created in your industry?
  • Find a niche where you can be the leading expert
  • Develop your digital marketing strategy
  • Focus on content type, platform and deliver constantly
  • Build your audience of opt-in subscribers
  • Create an amazing e-news newsletter
  • Diversify
  • Audience first, products second
  • Be patient
Your elusive creative genius
What does lowering your bounce rate mean?


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