In this Q & A session, we discuss various aspects of Content Marketing, and how you can leverage it for your business.

Refer to the notes from this session below the video, and watch the recording for details and examples.

Learning Objectives: from this session, you will learn about:

1. What is it?
2. Why it’s important
3. Various formats of content marketing

SESSION NOTES | CONTENT MARKETING

What is it?

Content Marketing is where you share content (in its various forms) in order to market your brand and business.

However, its focus is not simply to promote your brand, but to educate, entertain, inspire and add value … so that your audience comes to know, like and trust your brand and business through what you share.

Content can be shared as written, video, audio, images, and on platforms such as email, website, social media and hard copy.

Why?

MAIN REASON: Grows your business

• Attract your ideal client

• Educate them before they arrive

• Build trust in what you say and the work you do

• Inspire them to believe future vision

• Add value to their experience (brand association)

• Show your expertise and experience

• Brand recall by showing up / front of mind

• SEO (when posting on websites)

How?

Difference between formats …

Online vs Offline

• COVID has changed this completely

• Offline still works and can help you stand out

• Online – In December 2019, active internet users aged between 35 and 44 spent an average of over 150 hours online. By comparison, users aged 18 to 24 spent around 88.5 hours online. 47% of internet use is via mobile.

Evergreen vs time-specific

Your own vs guest platforms (remember you’re adding value)

• Where else do your audience show up?

• Real estate agents

• Mortgage brokers

• School newsletters and events

• Regular columns in local papers

• Local magazines

• Radio spots

• Websites

• Podcasts

WRITTEN

Where

• on your website

• in emails (email nurture sequence – 365 day follow up)

• E-book or e-guide (book, checklist, portfolio)

• social media

• in hard copy

• and for others (which can mean you reach more people)

Things to know (and also dependent on your ideal audience)

• Average reading age when viewing content online – 13 years / Grade 7

• Simple

• Scannable

• SEO (H1 and H2 text)

VIDEO

Where

• Youtube (2nd most visited website after Google, Facebook is third)

• Social media – both temp (stories) and more permanent (uploaded or lives)

Things to know

• Average user spends 88% more time on a website with video

• A third of online activity is spent watching video content

• Social videos generate 12 X more shares than text and images combined

• 85% of Facebook videos are watched without sound

AUDIO

Where

• Podcasts

• Soundcloud (embed in your website)

• Radio

• Remember, doesn’t have to be your own

Things to know

• 33% of Australians listen to podcasts

• Over 1M podcasts worldwide

• Building and renovating is evergreen content

IMAGES

Where

• Social media

• Website

• Printed material

Things to know / different types

• Photos

• Graphics

• Infographics

• Text made into image

• No FB rules around 25% text in images any more on sponsored posts

DIFFERENT TYPES OF CONTENT

• Personal – important for creating a personal connection

  • Beliefs (about what you do)

  • Philosophy

  • Values

  • Your why

  • Lifestyle

• Authority – builds trust and expertise

  • Value

  • Tips

  • Expertise

  • Method or process (how)

  • Pain / problem (understanding)

  • Mistakes

• Proof – shows that others trust you

  • Portfolio

  • Testimonials

  • PR / Articles (when you appear elsewhere)

IDEAS

• Customer journey … step out the A to Z

• FAQs

• Mistakes people make

• Things you wish every client knew before turning up

• Recommendations

#1 RULE: CONSISTENCY

FREE OR PAID?

• Audience size (location and reach)

• Business goals

• Educating ideal client

• Tech infrastructure (tools and software)

• Trust in brand

TOOLS:

• For writing: Hemingway app >>> http://www.hemingwayapp.com/

• Also for writing: Grammarly >>> https://www.grammarly.com/

• Problogger: https://problogger.com/

• All the graphic tools like Canva, Wordswag

• YouTube: https://www.youtube.com/user/SunnyLenarduzzi

• Matt Risinger: https://www.youtube.com/user/MattRisinger

• E-Mail system … Active Campaign, Mailchimp

• WordPress website is best for structure of your website

• Lumen >> https://lumen5.com/

• Answer the Public >> https://answerthepublic.com/

• InShot (phone video editing app) >> http://www.inshot.com/