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Hey, Reader! Content marketing can be insanely profitable if done the right way. Imagine if you can create content that attracts your ideal customers and clients to find you every single day on a channel of your choice. A powerful content marketing strategy can make it happen. Unfortunately, the problem is that content marketing is often misunderstood and a lot of people approach it almost as an afterthought. It’s not about going “viral”, getting lots of followers, or cranking out content until you burn out. It’s about strategic content that drives results to get your actual customers to click, sign up, and buy. I’m going to show you the top 3 things to focus on in your content marketing strategy, to stand out with the right content in front of the right people. Here’s is the right way to do content marketing like a pro: Step 1: Know who your perfect customers are (understanding their deep desires, fears, challenges, and needs) – a.k.a your target persona Understanding this step is one of the most important things in content marketing. Without it, it’s like going on vacation without a destination. How would you know who you are speaking to in your content? Imagine you were to write social media ads copy for the two audience descriptions below: 1) Women between 25-34, lives in New York City, and likes yoga
2) Anne Morgan, a 29-year-old senior accounts executive, lives in New York City with her fiancee, loves vegan diets and clean eating, enjoys daily yoga sessions at her local studio in West Village. She is deeply concerned about the environment and is committed to sustainable living in her daily lifestyle
When you know your audience and are laser-focused with who you are speaking to, doesn’t it make your job easier to create better content for them? You can get a lot of insights of your audience from your existing social media analytics as well as your website analytic tools like Google Analytics 4. Also, if you want deeper psychographic data, you can also use AI tools like ChatGPT or Gemini to give you some ideas (or 10!), here is a great prompt to try: “Tell me 10 frustrations, 10 desires, 10 fears that [target audience 1] and [target audience 2] experience with [the challenge/problem]. Put it in a table format label the x-axis 1-10 and y-axis frustrations, desires, fears.”
Step 2: Craft a Compelling Unique Value Proposition that is Focused on Conversions When your prospective customer or client comes across your content, what is the next step you would like them to take next? For example, for new Uber users, they need to first realize that they need a better way to get around (aside from walking, taking public transport, driving themselves etc). So helping new audiences from not knowing about Uber to eventually using it as a regular transport option in their city. By focusing on this one aim and next step for the audience, Uber can use messages such as how easy it is to ride with Uber and how much time is saved:
Step 3: Choose How Your Content Will Be Seen Content marketing is more than just articles on a website. This is essentially finding the best way that you can help your audience find you and consume the content in the best format. There are a few stages of the customer journey to think about: Discovery (this is when they are new to your brand and business);
Lead Gen (this is when you can convert your visitors/viewers/listeners into leads)
Conversion (taking leads to customers)
Here is actually a really useful breakdown of lead magnets that can grow any business from my friends over at Leadpages:
Tools to Help You Get Your Content in Front of Your Perfect Audience Buzzsumo: a great tool to help you find the most popular content out there by social share stats. Type in your topic area and it will show the most shared content for your industry. AnswerthePublic: get a direct line to your customer’s thoughts by typing in the keywords that people are asking for online Leadpages: the tool of choice for me when creating beautiful and easy landing pages in minutes to collect leads and sell products Remember, just publishing content in the spray and pray approach does not work. Instead, use data and feeback to help you analyze the performance of your content AND don’t forget to spend some time promoting it to get it in front of the right people. Any questions about content marketing in general? Hit reply and let me know! To your success, Laurie 🙌 🎥 With OpenAI’s latest release of Sora (the insane text prompt to video tool), I shared my 5 top AI trends to watch out for this year and stay ahead of the game in your marketing campaigns and business: Watch it here or click the below: 🧠 Quote of the Week “No matter what happens, whatever the change in technology, people will always stay the same.Working with and thinking about the human dimension has always served us well because it means we understand the final recipient.”
– Chris Brogan & Julien Smith, The Impact Equation
A Collection of Things that Can Help You in My Tool Box in 2024
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