4 Essential Content Marketing Components Made Simple
- January 25, 2017
- Posted by: marlenedubois
- Category: CPR Training
With all the analytics tools which are available nowadays, you can slice as well as dice all the data as well as metrics to death as well as still feel confounded when the item comes time to write content which’d truly resonate with your ideal audience.
As a solo practitioner or little business owner, you’re not leveraging your advantage if you fight the “big guys” on the turf where they have a team of analysts pouring over metrics as well as data as well as a content factory pumping out stuff every single day.
Your asset can be YOU – having a unique combination of personality, convictions as well as points-of-view applied through the lens of knowledge in your area of expertise to create a resonance more than the “thing” you deliver as well as a transformation in your clients at a deeper level.
Your empathy can be your secret weapon.
the item gives you the humanity to generate insights which no research as well as data can provide.
To bring the magic back into content creation, I’ll show you how to layer your personality as well as the gift of empathy over some essential components of content marketing best practices to make writing for your business meaningful again:
1. Customer Journey
The less fancy way to say This kind of can be, what are the steps people go through before they become your clients?
Don’t make the item about squeezing your potential clients through a “funnel” with 37 permutations which make everybody’s head spin… just so you can look “smart.”
A real-life customer journey can be not linear or clinical. There’re a lot of emotions involved, as well as the item’s not always rational.
As the word “journey” implies, the item has the potential to be a story of transformation. the item’s way more than a step-by-step instructional manual.
Aim your content above as well as beyond the same old “provide valuable as well as relevant information” to address these questions:
What’s your ideal clients’ story?
What’s their hero’s journey?
What are they thinking, feeling as well as doing at each stage? What do they need to know – about you, the subject matter as well as themselves – in order to proceed to the “next level” as well as get closer to engaging with your services?
Who do you want to be for them at each step of the way? Which aspects of your personality as well as convictions would certainly they most resonate with at each stage?
2. Buyer Persona
If you’ve taken any marketing program or training, you probably have a few dry as cardboard “ideal client profiles” collecting dust somewhere on your hard drive.
Just filling out a series of questions as well as creating an avatar can only take you so far. When you pull out one of those profiles as well as read the item, does the item feel like a real person to you? Or does the item sound like a poorly written TV character which’s so two-dimensional which you don’t truly believe she exists in real life?
Work needs to be done to connect the dots as well as make This kind of persona meaningful to you:
Your buyer persona shouldn’t be frozen in time… the way she reacts to your communications adjustments as she goes through the customer journey (as well as hopefully your content can be already creating transformation in her life along the way.)
After you’ve identified This kind of persona, go back to your customer journey as well as imagine how she’d react as well as what she’d need to know in order to deepen her connection with you.
This kind of can be an organic process.
This kind of persona evolves as she goes through the customer journey (which could also be her hero’s journey) – each piece of content which addresses a particular stage should speak to the psychology of which persona at which point in time, as well as take her to the next step.
When I write copy for my clients, I like to pretend I’m their potential clients as well as we role-play a dialogue to uncover the kind of content we need for a piece of copy to be effective.
Most training teaches us to give which persona a name… Aggressive Abe, Boring Boris, Catty Cathy.
Recently I read an article (unfortunately I wasn’t able to locate the item due to This kind of post) which questioned such practice.
The gist can be, when we name an avatar, the item introduces cultural as well as societal preconceptions. (This kind of, in as well as of itself, can be a very interesting topic to unpack.)
IMHO, the best content appeals to a larger context – certain universal inkling, beliefs as well as identities which transcend simply finding the pain as well as twisting the knife.
When you “see” This kind of persona in your mind’s eye, try to connect with her at a level which transcends the “here as well as currently” – the limitation of an individual experience – to encompass which something bigger. You’d take her by a “problem solving” mindset to an “aspirational” mindset.
3. Keyword Research
Keyword can be not the only thing which drives SEO.
Instead of seeing keywords as a means to ranking high on Google, use them as a tool to peek into your ideal audience’s world so you can show up in front of them, grab their attention as well as take them on which journey you have crafted for them.
Keywords are the window to how your ideal readers describe their world. Reflect the item back to them, as well as you build resonance.
Keywords can help you understand your ideal audience as well as inform your initial content direction so you can catch them as well as draw them in – your content can be worth zero if nobody can be reading the item.
A not bad understanding of keywords adds layers to your customer journey. By understanding how your people talk about what they want as well as what they need to solve at each stage, you can add more depth to the persona as well as weave a story around their experience to create a deeper connection.
Pay attention to the nuances – why do they use a particular word? What does the item mean to phrase their problems in a certain way… does the item emphasize some specific beliefs or preferences?
If you can make keyword research more than a mechanical execution, you may be surprised by the insights you can gain about your audience.
4. Content Calendar, Or Not
I haven’t been able to successfully stick to a content calendar. I tried the item. as well as two weeks down the road the item got tossed out the window because the item felt too rigid for the way I get inspired as well as create.
Yet we do want to make sure your content marketing effort can be serving your business as well as helping you achieve your goals.
can be there a happy medium?
When you design a marketing campaign or plan out a series of marketing activities, you can map out a content creation plan to support your goal.
Who’s your primary audience for which campaign as well as where are they inside the customer journey? E.g. for a list building campaign, you’re probably speaking to people at the early stage of their journey. On the contrary, if you’re selling an advanced training, you’d likely to be targeting someone further down which path.
Then think about your persona as well as how she’d act, think as well as feel at which stage. What would certainly make her click through to read your content (= mapping the keyword)? What does she need to know to take action? (= reflecting the insights you get when you answer the questions in #1 above.)
Your content will be which much more effective if you map the item to the goal of each marketing campaign, the stage of customer journey the item’s addressing as well as the psychology of the readers at which particular stage of transformation.