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Video Notes

Hi, I am the founder of Mindfully Marketing,  your #1 source for online content creation and social marketing with intention and purpose. My passion is to work with women business owners to leverage creative digital marketing techniques, strategies, and tools to get more visibility and meet your lifestyle goals

In these live training events, I will teach a concept related to social content marketing, live video or other digital solutions to help you feel less overwhelmed about it all. I’ll answer your questions and now we’ll even be doing a giveaway (I’ll say more about this later, but you have to stay to the end!)

KEY POINTS

  • Creating amazing content isn’t done on the fly
  • Successful content marketers have a long-term planning process
Successful content marketers have a long-term planning process Click To Tweet

THE STRUGGLE IS REAL

  • Many businesses fail to create a plan
  • They fear they don’t have the resources, or fail to see the benefits
  • Not all content is designed to draw people to your website or build your expertise or strengthen relationships…or get you paid

WHY YOU SHOULD CARE

  • Content marketing is cost-effective
  • You need a consistent flow of content
  • Content needs to align with long-term goals
  • Your strategy needs to be sustainable
  • You’ll get excellent results through good planning

4 TYPES OF CONTENT

Each piece of content you share applies to a different part of the audience’s journey with your business. There are 4 broad content categories you’re likely to use in your content marketing plan.

Each piece of content you share applies to a different part of the audience's journey with your business. Click To Tweet

Awareness Content

  • Aim to:
    • Expand reputation
    • Build brand visibility
    • Start building trust
    • Attract potential customers
    • Increase SEO opportunities
  • Awareness content is how a person first comes into contact with you. It’s the first blog post or video they see of yours. At this point, they have no idea who you are. They’re just looking for some form of information on the internet and they happened upon your content.
  • The goal of content at this stage is to pull the new person into your universe. It offers a taste of the unique value you offer and encourages the person to follow you on social media, sign up for your list, check out your other content, or engage with you in some other way.
  • The way it does this is by being unique and helpful. It offers the information the person is looking for and stands out from all of the other information sources they can easily find. They’re thinking, “This was good. Who is this person?”
  • The best content to bring people into your orbit is fairly general in nature and easily digestible in small chunks. For example, it might be a short video posted on YouTube or a blog post. It should be search engine optimized and designed to reach as many people as possible.

Lead Generation Content

  • Examples include:
    • Opt-in content
    • Webinars/Seminars
    • Free membership sites
  • People encounter your content for lead generation when they already know you and they’re trying to find out more. This is where you start a relationship with the person. They’re checking out what else you have to offer.
  • The goal of this content is to get casual visitors to your site or YouTube channel to commit to starting a relationship with you. This relationship begins when they sign up for your email list, start following you on social media, subscribe to your YouTube channel, download your report, and or take some other action. Now they’re actively following you.
  • A common type of content to use here is a free report that the person downloads in exchange for joining your email list. It can be any kind of freebie, like a trial membership to your site, a free online course, an offline event or seminar, or a free sample of your service or product.
  • The important thing is that it’s free and it gives your new lead a deeper taste of the value you offer. Through this content, you can then make other offers to them. For example, you might teach some basic social media marketing tips at an offline seminar you hold, and during the seminar, ask people to join your website, email list or social media group, where you can then build a deeper relationship with them.

Paid Content

  • Paid content is content that generates income directly. You need to have a strong relationship with the person before they’ll buy content from you. Your free content works to attract people to you, turn them into leads, and build a relationship. Now, you’re actually making an offer. If they feel that you have unique solutions to their problems, they’ll buy from you.
  • This content can be either content you directly charge for, or it could be promotional content that leads the person to buy. An example of the latter would be an email or social media post telling your audience members about a new product or service. It could be a piece that’s promoting a paid course you’re going to offer.
  • By the time you offer paid content, you know your audience well and they know you. Your audience members know that you’re an expert worth trusting. If you make an offer, it must be good. The idea is to do the background work with your other free content well, and then your paid content will virtually sell itself.
  • Some content might belong to more than one of these categories, but each piece should have a single goal. For example, your content for awareness already starts building a relationship, but its main purpose is to draw people to you. The topics, format, presentation, and other considerations should all be focused on how to get people to see it first and foremost.
  • This includes:
    • Online courses
    • Webinars
    • Workshops
    • Coaching resources
    • Membership sites
    • Sales pages
    • Promotional email series

Relationship Content

  • Once a person is following you, you can start to build a deeper relationship with them. They’ve signed up for your email list or started following you elsewhere online. They know you quite well at this stage and they’re expecting more high-value helpful content from you.
  • Content for relationship-building needs to be highly focused on your audience and their needs. You’ve already gotten their attention; now you need to offer personalized content that’s exclusively for them. Market research is extremely important here. You need to know your audience well in order to offer the solutions they’re looking for.
  • This is also the stage in the process where you learn the most about your customers directly from them. You should use this opportunity to get to know them more deeply and interact with them personally.
  • Content for relationship building can be much longer and more involved. It might include free courses designed specifically for your audience and available only to them; email content that goes straight to their inboxes; webinars focused on specific problems; products, product prototypes, beta versions, and new services to gather feedback; and anything else that’s highly personal and exclusively for your audience.

FINAL THOUGHTS

For every area and at every stage, you need to know your audience well in order for it to be effective. For awareness content, you need to know what people are searching for to find you. For lead generation and relationships, you have to focus on solving your audience’s problems in a unique way. Paid content needs to be something your ideal audience member would buy.

Next time you struggle with planning your content marketing, take some time to conduct market research. Create a target market profile. This is a persona that describes the kind of person you can help with your expertise. You need not only demographic information but also psychographic data on their values, attitudes, behaviors, and buying habits. With this information, it’s easy to come up with topics that would be interesting to them or products they would buy.

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