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As a business owner, you know that how your market your business is at the heart of your success. In fact, most aspects of your business are dependent on you developing a successful marketing campaign. You may provide the best services or sell the best products, but if you don’t have a solid marketing plan, potential customers would never know about it.
Today’s prospects are looking for useful information, but have a strong resistance to the "hard sell." Most consumers spend the time to research services online before making a purchase. They take the time to study different products, compare prices and features before ever stepping foot in a store. They want good content that helps them make a decision but don't like being sold. In fact, 70-percent of consumers would rather learn about a company through an excellent article rather than advertising.
Compelling content can help your business build strong customer relationships without resorting to the less productive "hard sell” tactics. The content you produce showcases your expertise, which gains consumer trust by highlighting important topics that affect consumers. Well-crafted content can bring traffic to your website and social media accounts, boost your performance on search results pages, and give your audience the chance to share your content with their friends, resulting in higher conversion rates for your business.
Chapter 1 – Developing Your Content Marketing Strategy
One of the most powerful arms you can add to your overall marketing strategy is content marketing. Content marketing is used to establish you as a subject matter expert, which leads to an increase in your company’s revenue, as well as having a high-profit potential. However, creating content to build your audience and create a successful business is not a fast growth strategy. It takes months for the content you produce to grow into its potential.
Before you begin creating content for your business, you need to have a clear picture of your business goals if you want to develop a successful marketing strategy. This is especially true when it comes to content marketing. It is essential for you to have a consistent approach when it comes to the content that you are producing. Having a regular strategy provides you with content that keeps your audience engaged, resulting in them seeing you as an authority on the subject. When your business is seen as an authority on a subject, your audience is more likely to purchase from you when the time is right.
For your business to see a return on investment regarding your content marketing effort, it is essential that you develop a comprehensive ecosystem around your central content platform. Developing a complete system helps to leverage your resources to help you grow your business, rather than wasting your resources. For you to have a successful content marketing campaign, it is vital that you see your complete content marketing strategy as an ecosystem in which your content is a dynamic medium, where your customers are involved at every stage.
The Content Marketing Ecosystem
The content strategy that you first develop will grow and evolve. For your strategy to be healthy and productive, you must include many different elements. There are two main types of content that you will have to consider when developing your strategy; recurring content and content assets. Recurring content is content that builds your customer base over time, while content assets are used as a near-term client acquisition tool.
When working with a recurring system, there are six parts that need to be included to ensure a healthy ecosystem;
• High-quality front-end content
• An opt-in offer
• An email onboarding sequence
• An initial conversion opportunity
• A follow-up sequence
• Another conversion opportunity
The asset system consists of four parts and can be used on its own or combined with the recurring system. The four elements necessary for the asset content system to be useful are as follows;
• A high-quality long-form content asset
• An initial engagement opportunity
• An initial conversion opportunity
• A follow-up email sequence
Here is a quick look at the parts that you should include for both the recurring content system and the content asset system.