Reasons Content Marketing Works

Content marketing, it’s everywhere. The term has become ubiquitous in today’s marketing world which is a little bit ironic given how few people seem to understand it, or at least put that understanding into tangible action. One of the fundamental reasons that people don’t go all in on their content marketing is that they don’t fully understand its value or why it comes across so effectively. Today, that misunderstanding gets corrected, as we explore just what makes content marketing so appealing to consumers in the modern world.

It’s higher value.

Let’s face it, for years we as advertisers and marketers have been in the business of getting people to pay attention to things they don’t really want to pay attention too. Advertisements have been breaks in continuity that take people out of the experience that they’re currently in. Do you know what people do now when a commercial comes on TV or when they can’t skip a Youtube ad? They pull out their phones and pay zero attention to the ads because they only bring value to the advertiser, they don’t actually tell the consumer anything useful.

Content marketing done correctly is actual interesting, engaging, and something that people want to read or watch, which instantly sets it apart from your traditional banner and newsfeed ads.

It gives your target market a chance to engage.

People aren’t satisfied with one way communication anymore. If you think that you can get away with creating content that offers no room for response, critique, or even simple agreeable engagement, you’re in for a rude awakening.

This could be in the form of a comments section, or on a social media platform that allows you to create other types of content in response to the original. Those who do content marketing correctly also will likely respond to every response – response-ception! – that they get in order o make sure their customers or viewers know their interaction is appreciated.

It builds a brand, not just a product.

The absolute best brands in the content marketing game have done something drastically different than those that are trying to replicate their success and fail miserably. That one thing is that they are creating a brand that’s less about selling its own product, on the surface anyways, and more about becoming a hub for content that their target market would find interesting.

For example, if you sell shoes, your social media posts and video content should be less about the shoe you just released, and more about stories that sneakerheads and other relevant audiences would find interesting.

Think about how you yourself choose which pages to follow on Facebook: You don’t like a brand page because they bombard you with sales pitches, you like pages that constantly share content you laugh at, can agree with, can debate, can share with friends, etc.

This is the real advantage of content marketing: You can build a behemoth of a brand whose reputation and clever content moves volume for you, in spite of it not being your primary focus, and that’s pretty neat.

Why You Should Consider Getting Comfortable In Front Of A Camera

The media through which we excel and sell out brand the best vary from person to person and organization to organization.

The best way to get through to your customers becomes not only an exploration of their demographics and where they spend their time, but also of where you and your team can best come across in your content.

Are you comfortable in front of a camera? Well, you might want to brush up on your news anchor skills, or at least find someone who doesn’t mind getting in front of the lens and talking up a storm.

Why? Because while content is still and will continue to be absorbed in a number of different ways throughout society, consumers are more and more expecting brand content to create an experience (and a valuable one at that), and those who innovate the quickest are reaping the rewards.

For example, let’s take three different social media apps that have all created a stir in the tech community this year: Periscope, Blab, and Meerkat. What do they all have in common? If you’ve been following any of them, you’d have instantly answered, “Hey, they’re all apps that let you stream video from your phone!”

In fact, many of this year’s social media darlings (Snapchat included) have allowed for the easy creation and sharing of video content. Many businesses and entrepreneurs building a brand will continue the classic resistance habit: “Everyone has been fine just reading my blog for years, why would I start doing video instead? What’s the point?”

The point is that the way people like to consume things has evolved, those growing up in the golden era of television might have trouble imaging a generation who prefers to watch video on a 4 inch screen, it sure as heck beats reading text on it.

Plus, creating interesting video content takes more effort, and it’s becoming more and more transparent which companies are putting in the work to make sure that the content they create is useful and helpful.

Plus, the realtime nature of live-streaming apps like Periscope means that people get a chance t send messages, questions, and replies to video content in realtime. Plus, much like its less visual content counterparts, video content can be created about virtually anything. In fact, in many cases it make topics that aren’t that fun to read about more compelling.

Make a plan to win with video right now by thinking about how you can translate your niche or market’s interest into video content. And if you think your business is too boring or not flashy enough for video, think again. There are landscapers getting hundreds to thousands of views on every video they put on their snapchat story where they just explain their plans for someone’s yard or talk about what kind of tools they will use to dig up soil – these show expertise to their target audience and can result in real sales. Once you’ve got an idea, start executing.

Opt for speed over perfect and you’ll quickly find what pulls in the attention of your target market.

Beyond social media apps, you’ll want to use sales videos and other videos in your sales funnel. For that, I recommend you use a tool like Easy Video Suite that makes it simple to put your videos online anywhere also add order buttons to your videos, opt-ins, timed actions, etc.

Evolve or Die – 3 Market Trends That Should Be On Your Radar

Let’s get real here: Every single person taking in these words runs a business, or aspires to run a business, or has a side hustle that they want to expand into a business. In one-way or another, you have a passion for getting your entrepreneurial pursuits to their full potential.

That’s great, but passion alone doesn’t get the job done, and even hard work can sometimes falter without a key third element: awareness.

We’re not talking about some metaphorical self-awareness or abstract concept, this awareness has to do with your business and where you are in the market. Ignoring upcoming trends, and especially how your business fits into them, can have tragic consequences, so let’s dig down into a few marketing trends that should dictate how you spend the next few years growing.

Quality content over marketing.

Remember a few years ago when just having a blog meant that your company was ahead of the pack? Yeah, those days are long gone, and we now live in a quality content world. That means that the bar is set higher than ever, and that if your aim is to spam out large volumes of mediocre articles and blog posts, you aren’t going to see the return you used to.

Of course, this provides a unique opportunity for those who are willing to put in the extra mile in order to pump out some quality productions.

Since so many of your competitors are still living in the past, why don’t you show them how it’s done?

Attention over impressions.

You’ve probably already figured this one out, but impressions just don’t mean all that much. They’ve been shining metric of the advertising world since the invention of print advertising, radio, and beyond, but they just don’t hold much bearing in a real scenario.

Instead, you should be focusing on where people are spending their time, and where your promotions are most likely to actually engage them. For example, everyone and their mom spends time on their phones these days, and very few people pay attention to TV commercials. For this reason, most people paying for just a few people to engage with them via Facebook mobile or Instagram Ads will find that they outperform, for example, ten times the raw impression count on a Youtube pre-roll ad.

Think about where your target audience spends time but, more importantly, how they spend it.

Practice over reading.

Learning is great, but failing is better. Or something like that. The point is, it’s too easy to get caught up in trying to lay out the perfect strategy before you jump right in and actually do something.

Often, this means people get stuck in a kind of loop of learning more but never implementing it, then learning some new idea but never implementing that either.

Make sure that the majority of your time is spent creating content, not consuming it.

Ideas to get one new customer per day

It’s easy to get lost in the big picture, in the large, scalable planning that views customers as numbers and values and conversion rates rather than individual people. And, of course, there is a certain stage in every business where this becomes a necessary evil. Or, at least, it can be hard to put in that individual attention when you’re servicing thousands of individuals per day.

Even so, one of the best ways to grow early on is to focus on getting just one new customer per day; delighting some one person so much that they just can’t help but tell everyone they know about their wonderful experience with you. In fact, since word of mouth is so powerful, your efforts put into this kind of approach are usually amplified and end up reaching more people than you originally thought.

Here are just a few ways that you can win over a new customer every single day.

Twitter search

Go to search.twitter.com and start looking for conversations using keywords in your market. Think about the types of conversations people in your target market might be having and seek them out. Now, here’s the trick: engage with every conversation you see. Don’t advertise, just offer comments where you are qualified to, send a funny gif in response to someone describing a common struggle in the industry, etc.

Now, when you find someone who looks like a hot lead (for example, they’re asking the twitterverse if anyone knows of a company that offers exactly what you do), jump right in! Let them know you’d love to help, and that you would like to offer a discount for them as a first time customer. More often than not, they’ll take you up on it.

The unnecessary gift

So let’s say you find someone on twitter, or Instagram, or reddit, or some community talking about your topic and realize that they might like what you have to offer. Instead of asking for their business straight up, consider taking on the role of a (not creepy) internet stalking and finding out from their profiles or previous posts what they like, what their interests are.

Then, message them saying you’re a company offering what they’re looking for but that you would like to send them a small gift. Mail them a note with a small piece of memorabilia related to their interests, along with a note letting them know you’re there to help if they decide to order some day. Sure, spending $20-50 mailing gifts to a lead might seem excessive, but the potential for long term ROI is huge here.

Kill them with kindness

You know which customer service interactions people are most likely to remember? It’s not the ones they have with products that are fantastic from the beginning, it’s the interactions that start off with a problem, but which you or your company handle with poise and an unwavering commitment to making things right.

No matter what, being nice to people is the right move, and don’t underestimate the ripple effect this can have on people hearing that you are someone they want to give their business to.