Content Marketing Made Simple: Step-by-Step Guide For 2020

Hey everyone, Jason here digital marketing
consultant and in this marketing guide, you're going to learn what the heck content marketing
is and how you can use it to attract your ideal customer, so timestamps table of contents
in the description along with the link to copy our own content calendar and planner,
it's the one we actually use to plan out all the content for our clients as well as this
channel. So with that, let's go ahead and jump in and
kick things off with what the heck content marketing is, because content marketing is
one of those marketing strategies that seems to have a lot of different definitions and
at the end of the day, there's only one that's going to allow you to create content that
will consistently bring in leads on autopilot. So this is going to be our definition as we
dive into these three steps. Content marketing is “the strategic process
of creating media to engage prospects, educate potential customers position you as an authority
and seed the value of your products and services.” So let's go ahead and break this definition
down a little bit more and then we'll get into step number one.

So specifically, how does this answer what
that content marketing actually is? All content marketing is is media that grabs
the attention of potential customers. Sorry, I'm talking over myself a little bit
here. So when we say media, this can be anything
from a Facebook or Instagram post all the way to a 2,000 word blog post or a YouTube
video just like this one. The key is that we're creating something that's
going to attract our ideal customer. It's not at all connected to what our product
service or even company is. So as long as we know something that's going
to grab the attention of our ideal customer, that can be content that we create. Now, when we go through step number two, and
talk about promotion step number three, you'll actually see that there's only three different
platforms you really should be considering. So we'll get into how the platform's look
and what type of media you should be creating and the type of content and all that fun stuff
later, but for now, just know that we're creating either some sort of written video or audio
form of media that's going to engage and attract our ideal customer.

And that's really it. So we'll get a lot more concrete as we go
through. So now, that we know what content actually
is we need to take a step back and look at who we're creating the content for, because
after all content that tries to speak to everyone winds up connecting with no one. You don't want to make a piece of content
that's appealing to teenagers when you're trying to sell to– you know, business doing
some business to business deal, right? And vice-versa. So we have to make sure that we understand
who we're trying to engage and grab the attention of with our content, and of course this is
going to come down to customer insights. And the best way to do this is to go through
a rapid-fire exercise of identifying results, roadblocks, benefits and problems.

So let's go ahead and jump right in, I want
you to think of one of your products or services. You can go ahead and do this exercise over
and over again for all your different products and services. Here, it's important that you just choose
one to make sure your content plan and promotion strategy is focused. So in this particular instance, let's say
we're looking at a product, you want to identify the three to four big problems your product
solves for your ideal customer. That is what does your product allow your
ideal customer to overcome and what results do they get to enjoy as a result of have being
going through your product or service. And so you want to identify those three to
four, because then you're going to want to start to backtrack, because what we want to
do with our content is also solve problems, but obviously, we can't solve the same problems
that our product or service solves, right? So we want to think of what products what
problems does someone who needs your product have before they get ready to have your product
or if they have problem a which is what your product solves maybe they have problem B,
C and D, and they're kind of related but your product or service doesn't solve those.

So you want to really think about start thinking
about your content in terms of solving problems and helping them overcome roadblocks to achieving
what they ultimately want. This is how you're going to make sure, that
your content actually builds rapport and begins seating you as a valuable person and it's
a much better position to be in, when your sales process actually starts.

So following along with our diagram here if
we have our product in the middle, the longer the line between the product and the prospect
the more content that potential customer would need in order to finally see the value in
your product or service. Now, something else that's really important
to make a decision on right here and now, is how experienced your ideal customer is. Are they someone who's brand-new to your industry
or their are they someone who's an expert or veteran? Because that's going to make a huge difference
in the type of content you create, right? Because the last thing you want to do is make
a how-to post, right? And be talking about some advanced strategies
or using a lot of industry terms, when you're trying to sell to someone who's completely
new, right? We also want to make sure that the way we're
writing and what we're talking about is relevant to whoever we're trying to sell to. So this is just a quick little overview, you
can look at it as someone who's brand new less than a month, someone who's intermediate
maybe three to six months in and then someone who might be considered a veteran a year plus
or more.

You can obviously change these brackets based
upon your niche, your industry, it might not make sense to call intermediate people someone
who's only been in your niche or industry three to six months. They might still be considered new this is
just going to be something that you get to decide. But here, let's go through a concrete example
of actually starting to put together– the pieces together of what we've talked about
so far. So let's say we're going to be crafting some
content for someone who's trying to grow a YouTube channel. Well, what results are they after? They want to grow their channel, make money
and probably quit their job, well, what do they think is getting in the way of that? They probably think they don't have enough
views, their growth is too slow, they need better video quality and none of their videos
rank.

Okay, great! Well, when we are looking to create content
for someone who's trying to grow their channel, obviously the type of content we would create
for someone who's brand new of the first month and only recorded two or three videos, would
be different than someone who's maybe six months down the road has 30 or 50 videos and
someone who is a year-plus that might have over 100 videos and is still frustrated. They could all have the same subscriber count,
but the experience that they've had is different. So even though they're at the same place,
the experience or what they've had in the past, would change how you'd want to talk
to them.

So here's some examples of content that we
could create and then in the next step, I'm actually going to go through the three different
types of content that you can actually just copy for yourself that work really well. So the first one we have here is someone who's
brand new, right? There less than a month, then we could just
say how to rank your first YouTube video, obviously, if someone's already posted a bunch
of videos, that's not gonna be relevant to them. They would look for something like this, which
would be how to re rank your fallen videos or improve your ranked videos.

So someone who's brand new, those two types
of headlines wouldn't be attractive to them, because they're just posting their first or
second video. And finally, we have how to use playlists
to rank your videos and how to rank videos over six months old. And obviously, that last headline is only
going to be attract attractive to someone who has been posting more than six months
and has videos that are more than six months old. Now, I realize this is a very rudimentary
elementary example, but it does drive home the point, that when you're creating content
thinking in the context of time and experience is really, really a powerful tool, that's
going to allow you to connect with your ideal customer prospect in a way that's much better
than what most of your competitors are probably doing, where they're just making how-to content
and they're not really thinking about where along the journey their ideal customers are. So you're definitely going to have a leg up
with your content. So with that let's go ahead and dive into
step number two, which is your content strategy.

Now, if you want to learn more about creating
our ideal customer avatar, I’ll link up in the cards in the description to a video
that does a data deep dive into how to create that and goes through some other questions
to create a complete profile, but those two questions and really thinking about problems
and roadblocks is all you really need to move forward with your content strategy. So instead of going through all the different
types of content we can create, I'm just going to give you the answer because that's the
easy way, right? So these are the three types of content you
should consider making to attract your ideal customer, and then we're going to go through
how to add calls to action to make sure that this content actually drives forward the sales
process as opposed to just being another YouTube video or blog post. So the first one we have is the most common
and that's the how-to. This video is a perfect example of that.

Show potential customers exactly how to achieve
what they want. This particular video and channel is all about
how to do digital marketing on your own. Of course, in your niche industry you can
make how-to content on other topics, like how to come up with a diet plan, how to lose
weight, how to achieve more in terms of your work, study harder or get more done throughout
the day. Whatever your niche or industry is, there
is a plethora of how-to content ideas out there. We'll go through a tool to help you rapidly
come up with some of them. Now the second type is going to be great if
you have any sort of physical products or you plan on doing some sort of affiliate marketing
and these are reviews, but there's an asterisk here. So stick around, because there's an asterisk
here, not just plain old review videos.

The first thing we need to do is make sure
we review products or services even if they're not directly related to our company. And this comes into the asterisks, where you
don't want to review direct competitors. So if you sell running shoes, don't run around
reviewing other running shoes. Review other running products, but as soon
as someone finds out that “hey, I sell Nikes and I'm reviewing adidas and Unbounce and
Asics”, well, they're going to just look at all of those reviews as completely bias
if your online store only sells Nikes, right? So you want to make sure that you're reviewing
other in that particular instance if you were some sort of running shop, you would be reviewing
other running gear and doing other types of content that would be attractive to runners,
but nothing where you seem to be reviewing a product that's a direct competitor to something
that you are selling.

Now, this final one is going to be the decision
guide. This one can be a little hard, but it's also
going to be the most powerful out of the three. And this is where you help your ideal customer
weigh the pros and cons of a decision they have to make. So you talked about the different options,
it's very important you talk about what they can do, not necessarily how to do it. So this isn't another how-to tutorial. An example of this on our channel, is we do
a comparison video every six to nine months of sales funnel softwares. So not only do we do reviews of different
sales funnel softwares, because we don't have our own sales funnel software to sell, so
we just review them. We also do side by side comparisons and we
do decision guides based upon where someone is in their business. So in that particular instance, we'd make
a video where we talk about “hey, if you're a beginner, you should try this”, “if
you're intermediate, you should try this”, “if you're advanced, you should try this”.

Or we could go by niche or industry. “if you're our personal trainer, you should
try this software”, “if you are a coach or consultant, you should try this software”,
“if you're e-commerce, you should try this software” right so we want to make sure
that with these decision guides, we are again thinking about where our ideal customer is
and the different situations they might be in and how to make an informed decision based
upon all the different options that they have. And each one of these is either designed to
move someone forward in your sales process or build you up with authority and rapport. Now, something that's very important before
we get into the calls to action is coming up with these different ideas, right? So you can go to a free tool called “answer
the public”, and you can just type in how to and then anything related to your niche
your industry and they're going to give you a ton of ideas for free that you can create
how-to content around, SEM rush and BuzzSumo are also great if you're trying to figure
out what type of decision guides or review videos you should do.

Now, there is one more step we need to talk
about with our content strategy before we get into what platform to use, promotion and
scheduling and all that fun stuff. By the way make sure you check out that link
in the description to the content calendar that we use, because as you come up with ideas,
you want a one place you can always go to store them and the content calendar is definitely
going to help you make sure that you stay organized with all of the ideas you're about
to come up with. And once you have those ideas, it's time to
think about the call to action. So this is what's going to ensure that your
content moves the sales process forward. So there are a couple calls to action you
can have with these pieces of content. You can direct people to a landing page where
you collect their name and email at the end of it, or you could direct them to other pieces
of content. So this diagram is most likely going to be
representative of what your content strategy is and it's simply because you don't want
to have a direct call to action that links up to your sales process every single video,
because then your audience is going to start becoming numb to it.

So it's okay if you bounce your audience around
a couple content pieces, before they ultimately land on one where there's a direct call to
action. Now speaking of direct calls to action, you'll
notice that twice in this video, I’ve actually referenced the link in the description to
the free content calendar.. …along with a link to copy our own content
calendar and planner it's the one we actually use to plan out all the content for our clients
as well as this channel. And that's as complex as a call to action
inside of your content needs to be. Obviously, if you don't have a landing page
or you're just looking to book some sales calls, you can say simply something to along
the lines of” hey, and if you want to learn more about this process or if you want some
help, go ahead and click the link in the description or click here to book a free strategy call
with me”.

If you're a coach or consultant and if you're
doing any sort of review so you can include affiliate links or links to your own products
or services in the description of those review videos as well. If you're doing video obviously if you're
doing a blog post or a podcast, it would be a little different. Now, speaking of content platforms, that's
going to be the first step of our last process or last step in our process here and that
is your content promotion. Obviously, we've talked a lot about strategy
and who you're gonna be talking to with your ideal customer and the content, but now, where
on earth should you put this content, right? Where should we be posting. And I get a lot of pushback on this next part,
but they're really only three places you should be posting content, because at the end of
the day, content may it takes a lot of time and it's a lot of time to make videos like
this one. So you want to make sure that it's going to
continue to perform over time and become a autopilot asset bringing in new subscribers,
new audience members, new potential customers as opposed to I don't know posting on Facebook
and Instagram, where 24 to 72 hours later the post is pretty much dead.

So you want to go to places where your post
gets stronger over time, not weaker over time. And there are three big places you can do
that. Number one is going to be here on YouTube
video, number two is going to be podcasting and number three is going to be a WordPress
blog. It is very important you use WordPress for
your blog, don't use one of the popular page builders that are advertised every other day
here on YouTube.

Please use your own WordPress blog. I know it's a lot more headache to set up,
but you need to actually own the content that you're creating not building it on someone
else's platform if you go the blogging room. But more on blogging and syndication in a
moment. So obviously there are advantages and disadvantages
to each one of these solutions. So there are going to be two ways to choose,
number one you could follow my advice which is just do YouTube. Nobody is comfortable just sitting in front
of a camera, in an empty room talking to themselves for an hour and then cutting it down to being
a 15 minute video, right? Nobody comes out of the gate having that skill
and I'd argue after six hundred plus videos, this is still a little awkward, right? But I think it is the most powerful opportunity
we have as small business owners and entrepreneurs right now. Now, if you don't want to do video, because
nobody's good at video. So we're not gonna say like “oh, yeah great
at video right out of the gate”, right? Nobody says that.

So the other two options you have is podcasting
and of course blogging. So I would recommend going with one of those
two if you already know that you would enjoy it. So if you're one of those people who really
enjoys writing, then go ahead and go with blog posts. If you're someone who really likes the idea
of podcasting and you just don't want to be in front of the camera but you really like
talking and you do a really good job of describing things, then yeah podcast might be the way
to go. Obviously, I'm biased and I think YouTube
is something that is just a tremendous opportunity and it's something that we all need to get
we're all gonna have States right? So just get over it and turn on that camera.

I'll link up in the cards in the description
to a content marketing video for YouTube along with a budget guide to really help you get
started real quick– very quickly on this platform. Now, whatever platform you decide to choose,
you want to post three times a week and make sure you check out that content calendar in
the description, because that's going to help make sure that you stay on track, because
I recommend you post three times a week and plan out at least a month's worth of content
in advance. Something that we do here with this YouTube
channel is we actually plan out quarter by quarter. So when the quarter starts, we have at least
three months worth of content ready to go. That is we haven't recorded it, but we know
what the videos are going to be about. And it takes a tremendous amount of stress
out of the content marketing process, when you don't have to come up with ideas every
other week. So I definitely recommend clicking that link,
use that content calendar to plan out ahead, so you can be a lot more calm when you're
going through your content marketing process.

So you're gonna be posting three times a week
ideally. If you can't do three times a week, okay,
then commit to one or two. But ideally ,if you want to take this seriously,
it's gonna take at least three times a week and you want to have that month long runway
of ideas. So you never sit down to write a post or record
a video or podcast and not have any idea what it's going to be about. And of course at this point, you might be
wondering “okay, that's great. I have my one platform but what about all
those others? There are plenty of influencers and businesses
that seem to post three or four times per day and they're just there's a have content
everywhere”, and that's great and we can all get there eventually.

So what's really important is, you want to
focus on one platform that you personally become a master at and then you can delegate
the rest. If you don't have the budget to delegate,
well then you just focus on that one platform and eventually as that platform grows and
as you begin to enjoy that snowball effect of your content, then you'll be able to start
having the budget to begin to delegate the other platforms. So as an example here's a quick chart that
runs through how you can take a video, blog post or podcast and easily transform it into
a different medium or transform it for a different platform.

So again, timestamp table of contents, so
you can always come back to this diagram and pause. And here's a quick rundown of how much it
would cost if you decided to delegate this per post. Now obviously, a WordPress blog post is going
to be the most expensive, because this is going to be where someone's taking a transcript
and they're turning it into a written post and social media platforms like Pinterest,
LinkedIn and Instagram, are not going to cost as much, because there's not as much work
involved turning a YouTube video or podcast or blog post into a quick post on one of those
platforms.

I did not include Facebook here simply because
there is no organic reach on– well, no, there's hardly any organic reach on Facebook pages,
so it's more like you're just gonna have to pay to play on Facebook, which means it's
not really content marketing. It's more like content marketing and advertising
that's blended into one, but we won't get into that. So these are the platforms I recommend starting
with and then these are the platforms I also recommend syndicating your content to. So thank you so much for watching. Sincerely hope you got some value out of this
video. Make sure you hit that like button, subscribe
for more marketing videos and tutorials just like this one. Make sure you download that content calendar,
it's going to save you a ton of time and headache, when it comes to creating your own content
marketing strategy. And until the next, keep building the business
you love..

As found on YouTube

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