Content Marketing is one of the fastest growing business segments in the country. In a 2016 survey conducted by the Content Marketing Institute it was found that 88% of businesses are participating in some form of content marketing. However, in the same survey it was also found that nearly one third of businesses are unclear on what their content marketing strategy is. As a core content company here at Maveriqs, we have been students of content marketing for some time. In order to help those of you who may need guidance on the subject, we have compiled a collection of steps for getting started. By following the steps listed below you should be on your way to creating and distributing meaningful content for your target audience/clientele.
Find Your Niche
The first, and most important step is to determine what it is you want to generate content about. Many of you may already have a running business, in which case you’ll want to zero in on what type of content your ideal client would be interested in consuming. For those of you who are just getting started, we suggest doing research to find something you are interested in producing content about. Once you know what you want to generate content about, dig a little deeper and find an untapped area of that market. Be unique, be creative, and find something that you can be the best at. A perfect example of this is the Epic Meal Time YouTube sensation. There are thousands of foody videos on YouTube, but only one that shows you how to build a Breakfast Fortress!
Develop A Mission
This one is simple, but as our friend Peter Stougaard of PopBoardz has said, “Simple is hard”. In developing a mission you want to define that one statement which all of your content can track back to. Here at Maveriqs Academy our mission is as follows:
Encourage aspiring entrepreneurs with meaningful information sourced from successful entrepreneurs.
We want to bring the best stories, tactics, and advice of successful entrepreneurs to those who are interested in it. What is it that you want your content to do? Who do you want to consume it? Your mission should be able to answer these questions in a clear way. Don’t spend too much time on it, but understand that it should be powerful enough to resonate beyond just your organization. Simple, powerful, and clear.
Focus on Audience Growth
With your niche in place and your mission defined it’s time to start producing content and connecting with your audience. Establish a strategy for delivering meaningful, and actionable content to those you have targeted. Do the research and discover what pockets of interest are most attractive to your crowd. Understand that with content marketing you have opted to participate in the long-game. We’re in this to build a loyal community of followers first. Only when you’ve done this can you begin to work toward monetization. Establish a queue of quality content and make sure you are consistently bringing value to those you want to attract. By bringing value to them they will eventually reciprocate. We suggest an integrated strategy of both paid and earned audience growth. Learn when and where you should be promoting your content. There’s no one golden ticket to growth. Focus on platforms that you have the best skillset in. That may be social media, video, blogging or a combination of them all. We follow a popular entrepreneur by the name of Casey Neistat. He’s the founder of the app company Beme and an amazing video blogger. He’s been able to gain a huge following by opening the doors to his everyday life via constantly posted vlogs. Check him out!
Develop an E-Newsletter
So they say email is dying or dead. Well we say, “Hell No!” Any content marketer worth their salt knows that email is still the most highly utilized and effective language of business. Not to mention there’s a level of personal connection you get by emailing someone that you just can’t get from social media or mass video communication platforms. People aren’t willing to give out their email address frivolously. If you’ve followed the steps prior to this one you should have a decent following and be able to start receiving contact information from your audience. It’s time to execute some reconnect and follow-up tactics. Develop an intriguing newsletter that your audience will find value in. A great way to gain conversions via email is to have a newsletter that prompts the reader to take action. Give them an industry tip, direct them to your e-book, challenge them to provide feedback about your product/service, or maybe just provide them with a useful life-hack. Whatever you do make sure it’s in line with your mission and core value-add concept. I personally subscribe to an awesome newsletter called The Hustle. They consolidate relevant business news and deliver it in a witty millennial-focused manner. Their calls to action prompt readers to become brand ambassadors for their newsletter, furthering their reach. Genius!
By the time you’ve reached this step your content marketing strategy should be running like a well-oiled machine. You have a defined niche and mission, a consistent queue of actionable content being distributed to a growing audience, and a value-adding newsletter. So what to do now? The most successful content marketing businesses have all branched out from their original content medium and diversified their offerings. They have studied the most effective methods for distributing content across many channels. Whether it be online, print, radio, television or a mix. You should always be learning new ways to broaden your audience through a diversified content strategy. Test the waters and see what works best. Utilize feedback gained through your existing channels and apply it. One of the best examples of this tactic is a company we are quite fond of called Foundr. Foundr, leverages print (Magazine), social (Facebook & Instagram), and video (Webinars) among other means. We absolutely recommend following their content as an excellent source of knowledge around not only content but entrepreneurship in general.
So those are a few steps we believe in and apply every day here at Maveriqs. Do you have any other techniques you utilize within your own endeavors? We’d love to hear what you think. Take some time out and leave us a comment here or on our social channels @maveriqsacademy