Content-Marketing 2021: Die 5 Schlüsselfaktoren

You will learn how to do successful content marketing for your company. In addition, I will show you the value of content, recommend excellent books and give you names Measurement tools. Have fun! My name is Alexander Rus and on this channel we chat about SEO and content marketing. If you want to learn how to sustainably attract customers to your website, then subscribe to this channel right now. In this episode, we'll talk about my 5 keys to successful content marketing. To start with, a brief overview: Point 1: Always be helpful That means we answer the questions of our target group. Our goal is a To satisfy the need or to find solutions to their problems. Then point 2: Be the best in your niche Yes, that's not realistic at the beginning, but that should definitely be the goal in the long run. Then number 3: Be consistent That means we want to publish regularly. Regularly doesn't mean extremely often and you don't have the resources to do it, but rather just regularly in a clean rhythm, because that is also important to have followers and when you post it is important that you deliver according to expectations.

That means, always in an improving quality and not with extreme fluctuations in quality. Of course it can be that you don't get exactly what the users want, but these experiments are part of it. Then number 4: Be authentic Especially for smaller companies, let's say SMEs, is it easier to be transparent, is honest and tangible and what is easy here in the context of content marketing is incredibly important and is also easier for SMEs: Yes, content, that too Contains opinions is welcome.

That means, keyword "Opinionated Content". And number 5, in my opinion that is the most important point (the most misunderstood): Content marketing is not advertising Sales pitches online are simply out of place and fail hardcore. Before we really dive into the details, let's just briefly for those who haven't yet have fully understood the value of content and perhaps also in all of this "I buy texts for 100 € online from any platform" mode are: The value of content and so that you can see the content is the ultimate asset online. So we are here now wonderful on the guidebook "What is SEO?", that is such a beginner's guidebook from us, the beginners explains what SEO is all about and so on. Now let's jump into ahrefs and see tell us what kind of traffic the site has. So according to the traffic index it has monthly 3.7K traffic over organic and that equates to a traffic value of $ 18.1K. And what is so incredible about it now? I would say that the effort of this guide is approximate 100 hours.

With revisions, adjustments, graphics and so on. And we get $ 18,100 worth of monthly traffic for that. Of course you can buy content from a broker platform somewhere, but it will not deliver these results. You really have to put all your expertise in Put in this content and deliver the best possible content, then you get such a ROI. The funny thing is, we're getting a multiple of $ 18,100 out of this guide every month. Boom! Exactly. This means, everyone who was not previously convinced of content marketing and the value of content understood, should understand that now.

As I said, this is an extreme example but even if this guide were only worth $ 1,000 a month in traffic, then it's still 100 hours of effort to get this $ 1000 back every month. Fits. Then we come to our first point (the details): Be helpful And the classic one in this Context, of course, as SEO says again and again, is: Deliver exactly what user is about a particular Want to see or need a search query in order to satisfy your problem or need. The cool thing is: Google gives us exactly what a user wants to see in the search results. It's a complex subject. I know. And accordingly our Sefa really has here wrote the ultimate guide to search intent. How to get exactly the search results analyzes what you can read out and how you then write content based on it. Then the second sub-item of "Be helpful" is: It's all about people in content marketing That means: the more you talk about yourself and your products, the less interesting and unimportant you are in the eyes of your target group.

The focus is always on people from your target group and their problems. And just to understand the whole because that is always so vague explains what I mean by that (just in a nutshell): We all want to be liked and heard. That means, absolutely, if you get feedback, definitely take this feedback seriously, if it comes more and more often. Be sure to answer comments. Then: we all want to belong. This means, instead of always thinking of sales funnels and "how can I squeeze this and that into it", you should think: “How do I build a community, which then automatically emerges from it shows that I get leads and sales in.

"Then: What is also important to me, for example: Deliver value to the community. That is what every person looks for in one Brand wishes. That means: stand up for more than your own wallet. This is yes, often my problem with affiliate marketing and that doesn't necessarily have to be you now donate somehow or no idea. It can also be that you just meet people teach something. Simply that you have a positive influence on the general. And that should all flow into your content marketing. That's a bit of the goal, too of content marketing, that you teach people something that solves their problems. And what you should focus on in your content, also in this context With opinion-based content, what works these days is value-based content marketing. That is, always show clearly who you are and who you are not. It is important to take a stand.

That's the genius of SMEs – man can comment on issues without major consequences. As I said, if I am a global player, then I can only comment on very general issues, otherwise I will lose part of my target group. But as a smaller company you can really pinpoint: these are the people they have the same values ​​as me and I want to help them and so on. And just to repeat, because that's so important to me: when you see people as leads and just sell your content, will your business going under online and definitely never, ever gaining a foothold. Number 2: Be the best in your niche That's probably where everyone thinks, “yes, but what should that mean and how is that supposed to work? " The problem is, online just the best is good enough because you have all of these algorithms, you have Google, you have Facebook, etc.

And only a few of them float upwards and all the others are invisible. This means, you have to deliver something outstanding to be able to play. Accordingly, it is important to focus on something small, where you are really the best can be than going straight to the width. Because the goal should be that you are for your Target group will become the most helpful brand and really help them perfectly and tailor everything to you. Because, and that is, I believe a relatively logical argument: how can you ever expect top rankings on google to get when you're not the best? Because it's like: Do you expect one Gold medal even though you're only the fiftieth best – that just doesn't make sense.

Accordingly, it is important to use a small (keyword) set extremely well. Fits. Number 3: Be Consistent That's what I think for which is the easiest to implement. Just that you have a rhythm gets into the whole thing. For me this means, for example: Publish regularly. That means, depending on what is possible for you in terms of resources. Then: experiment with formats. So that you can find out something good works and what doesn't. And: measure the whole thing. This is very important – the whole thing is worthless without measurement.

The problem (which we see a lot) is, companies are often either too slow, that is, they publish content too slowly or too irregularly. And nobody follows anything unless there is something new on a regular basis. That can also be done on a small scale. If we look at a site like backlinko.com: He doesn't post a lot, but he keeps revising his topics. That means anyway there is a sort of regularity in there. Every year every post is made for the new Year updated with new information. This is definitely an ingenious construct. And now as for slow – what's the problem. You want to learn what works. Before you started, you don't know what works and that's why you need experience and that's why you have to make mistakes too.

I know it's so bad to make mistakes but basically it is incredibly important for successful content marketing. So. What are the tools you can use to measure your content marketing? Which is basically my main tool, because I'm mainly focused on organic: Google Analytics I like to measure for mean content the views. So page views. Then: how long people have been on the site. So length of stay. Then: Entrances. That is, how often is this the first page that is viewed. Then: bounce rate. Bounce rate is always important to be seen in a context. That is, for a guide like "keyword research" 41% is a good bounce rate. Tends to be with a counselor (Information content) it is even higher and if I have something shop-like now, for browsing, the bounce rate should of course be significantly lower.

And then, if you have a setup of course (I think with lead-based It is extremely difficult for companies), but if you have something eCommerce-like now, then you can beautifully measure the page value of content pieces. Should I use page value as a key metric now? No, because content marketing is about that build a community and not everyone in that community will buy from you. I know: Mindblow, but we'll talk about that later. Then of course: the Google Search Console. The cool thing about the GSC is: we can see how many impressions we get and how many clicks we get specifically.

That means, here we also see problems such as that the snippet is not that good, So title tag and meta description and we really see again directly from Google, for which keywords this page ranks. And there you can see z. B. so funny Things like "evergreen media keyword research" is a separate keyword for the site. Is full exciting. Quite a positive signal. And just to assess whether you now has a good CTR or not, there is this ingenious free tool from Advanced web ranking, where you can find out what the approximate click rate is and where you can get it can benchmark beautifully. Also super valuable. Then: if you have a paid tool, which is of course practical, something like ahrefs or semrush, then you can have something like a traffic index. That is, how does regardless of the season and anything, the visibility of this piece of content. Then: I can look at the traffic value (which we already said anyway). That means z. For example, the keyword research guide currently brings in $ 808 a month in traffic. Then of course I can look at the keyword rankings.

That means, for which keywords your page is ranking. We saw that in the GSC anyway, but I could track that again specifically for (?) my most important keywords here. And of course, which is also important for content marketing: which backlinks has this site generated over time? And last but not least: There is no specific tool now, but what I like to measure. How many comments does this text get. That said, it also shows how engaged People with this content are and of course social shares are always interesting. There are definitely tools for that, but that's not my area of ​​expertise right now. Then part 2 of "Be consistent": Make sure to define, not before you start (that would be a bit difficult before you start your company and your brand), but if you do it really professionally: Define a consistent content marketing strategy for your different channels. Simply, so that everything is consistent fits together because coherent communication is of course trustworthy and then you have people following you on different channels.

So. That is, you want to think about who to reach want or who you want to help. Then: you want to define your values, that you want to convey on these channels. Then you think of different ones Embassies. That can be different things in each area. And what ideally comes out of there is a holistic one (across all channels) Brand voice. This is not always possible because some channels, let's say something like Instagram, has a younger target group such as B. something else. And what do I know, the channels, e.g. B. Pinterest, YouTube and Instagram are very different. That said, it can be easy for this one needs adapted brand voice. But basically that's important. And what is important if we then look at the channels differently. It Different formats always work.

That is, what works on YouTube doesn't work on Instagram. What works on your website works on maybe not another channel. That means: Make sure to fit the formats and the specific tastes of the target group, because there it can be, that you reach a different age and then they have completely different needs. Then our point 4: Be authentic That means: you want to share your opinion on the topics of your industry. You want not be the next Wikipedia and be like a robot and robot language speak. You really want to share who you are and how you specifically see the whole thing. It's always a great approach from Gary Vee. Then anyway, even if we don't want to become Wikipedia, we want to this niche library approach so that we cover all subjects. We look at the keywords, what are the topics in my industry, where is the demand and then I want to build the most ingenious niche library. For everyone who is new to this concept. That’s the one in my opinion best post on this topic: niche library vs.

Publication Where exactly this is explained and what the approach is then, how you can also set up your website in this regard builds up. So. Then, the second point under "Be authentic": Stand, and that is a problem for a lot of people, with your name and your face for your content. Because why should anyone else trust you and take you seriously? If you don't even trust your content yourself and not associated with it then it gets a little difficult. This is z. B. also a huge advantage Video content because how trustworthy is it when someone talks about his area of ​​expertise and has himself recorded. That is insanely trustworthy. That said, what you should just keep repeating to yourself is: how can you expect people or the google algorithm to trust you, if you don't even have confidence in your content yourself? And that brings us to point 5. And that is my favorite point.

Content marketing is not advertising It is often like this: Companies believe that their website will continue with push marketing and we ram the advertising in them and it will be awesome! Performance, performance! No. You can not only write content and especially not only commercial Create content for your dream customers. And an insanely cool post Instagram from Dain Walker (I really like him) is this: "Rent-a-crowd-effect" He explains how most companies keep social See media, but in the end we are talking about content marketing in this context.

“Page designed to become a lead generator” and everything is always about selling and then is she gets frustrated when it doesn't work and instead, it is much smarter: "Hey, you want to build a strong brand with a community, you want to build content, that offers free value ”and this is how you build relationships and let your community grow. That's what the whole thing should look like. You have your ecosystem that you created and most people only consume your content, but a small part of it buys and they influence each other. That means, even people who only have content look at or read or consume, they still influence potential consumers. If you want to win online, it has to be the way you think about it.

Because just to repeat from the beginning: Algorithms are the new gatekeepers or gatekeepers, whatever, and only if you are popular with many, you get visibility from these algorithms. Otherwise you won't and then you won't be seen and then you won't get any customers. That means we want to build the largest possible sail through content marketing – we want cover all topics in our niche so that we can get traffic and in this way can create brand awareness. That said, this is our sail and you want to reach as many interested parties as possible. Even those who don't buy from you so that people talk about your brand and, in a sense, push your brand. That is, you are doing content to build an ecosystem that is also your dream customers are. But not only! That means you have to stop selling and start To give value in the form of information or entertainment or inspiration or whatever.

There are 3 books that I can warmly recommend on this approach: For one thing (I've mentioned it a thousand times – but for those who don't know it yet): They Ask You Answer Super valuable. Just explain the concept of content marketing, and if you don't, one of your competitors will do that online and they will ram you into the ground. Then the second book from the Content Marketing Institute: Epic Content Marketing This is really for companies that really explain step by step "What is content marketing" to "how do I do controlling for content marketing", that I can precisely measure whether this is successful and when I have to make adjustments.

And the third book for everyone who needs a German book (because the first two are I think only in English): Lean Content Marketing It really is, if you want to start with content marketing, how would you go about it, very practice-oriented and in German, which is also practical for many. Last but not least, and I think that's a good ending point: Your ultimate goal is always that you become the most helpful brand, that your brand is the platform, where these people all hang out. That is, people who consume your content but also the people who buy your products and you use other platforms, such as Google, YouTube, Amazon, Instagram, whatever, just to get people who are interested in your topics to draw attention to your brand as cheaply as possible. So not only to draw attention, but also to convince them.

But the goal should then be that people then (this is the ideal situation now) will head straight for you. That means, no longer: "Oh Evergreen Media." & You go to YouTube, but "Oh, I'll google Evergreen Media and then get on the website." Just that it's no longer about the platform I (the customer) want to see everything from Evergreen Media and the platform is the brand. I hope you liked it. I think this is the first time that we really talked so purely about content marketing once. This is becoming an even bigger issue. Especially for SEO. I hope you enjoyed it and otherwise Thank you very much for watching and see you next time! Bye!.

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