Content Marketing

Integrated Digital Marketing – Video, Social, Blog, & Email

CTA : ISP – We can help announce your community, build trust, credibility and authority

In today’s ever-changing world if you are serious about growing your business, it is critical to have a clear understanding of the different types of content that make up your content strategy. Not all content is equal, for example, social media content usually caters to a more general audience, while content on a blog or videos tend to be more specialized to a central topic. Finding your audience where they already are, and then providing valuable content in different formats will help you attract your ideal target market.

Not all content is equal, for example, social media content usually caters to a more general audience, while content on a blog or videos tend to be more specialized to a central topic. Click To Tweet

4 Types of Content To Build Your Brand & Attract Your Tribe

1.) Social Media Content Creates Awareness

Once someone hears about your business from a friend, and they find value in your content, they will seek to view more of your content through your social channels. This is why it is imperative that you actively participate and engage in various social media channels.

Again, the goal is to start conversations, build awareness around what your business is about, and then invite your followers to your site. Social media creates awareness through social proof and tells people “these people believe me and like me.” – Maybe you will too! Sharing links to your high quality and informative content on social channels “invites” people to look closer into topics they are already interested in.

Sharing links to your high quality and informative content on social channels “invites” people to look closer into topics they are already interested in. Click To Tweet

While social media is important in assisting you in your efforts to build your brand and community, keep in mind that it is not a good idea to solely build your community on a social media platform. Starting a Facebook group or LinkedIn group community is a great strategy, but your purpose should always be to guide group members to your blog or site.

Social media networks often change the rules, update privacy policies, and the changes could threaten the existence of your community. Also, as reliable and dominant as some may seem today, who knows what the most popular network will be 5 years from now? Therefore, it’s important to start in social, but not stay there.

2.) Blog Content Creates Trust

You need to consistently create and publish value-driven content that gives your tribe a compelling reason to visit your website and stay on it long enough to create an impact, and convince them to come back later to check out what is new. This is the most important part of your content strategy for your blog that you need to focus on, to create content consistently, and build trust.

This is the most important part of your content strategy for your blog that you need to focus on, to create content consistently, and build trust. Click To Tweet

The design, content, and interaction on your website will either say ” I am an expert, and I know exactly what I am talking about,” or not. Give people a reason to stop everything else they are doing online and listen to what you have to share with them.

This is a low commitment step that you are asking them to take, once they read your content, they make they will either decide to read more, and subscribe, or go somewhere else. Be aware that once someone leaves your blog or website without subscribing to ongoing content, the chances that they will return later on their own, are close to none.

It’s a great practice to have various types of content on your blog, like evergreen content that is always relevant, personal stories, new trends, industry news, and how-to guides. This will keep users engaged, and seeing a variety of content may spike their curiosity and keep them on your blog for longer periods of time.

This will keep users engaged, and seeing a variety of content may spike their curiosity and keep them on your blog for longer periods of time. Click To Tweet

Pay attention to topics that people engage with a lot, and tend to share more, and write more content like it. Listen to what your readers are asking and saying, and give them the information that they are already interested in, no need to reinvent the wheel.

This is also where SEO comes into play and allows you to laser target your audience by choosing the right keywords, tags, phrases, and other related content that could spark more interest and conversations. No matter what your frequency is for blogging, daily, weekly, or monthly, over time, this content will help you build trust and enrich your relationship over time.

3.) Video & Audio Content Create Loyalty

Video and audio are powerful channels to build a relationship with your community. Sharing valuable content through live video streams, podcasts, and YouTube, or other major video platform builds your brand and loyalty. People love video and audio because it is personal, and more personal and engaging than other types of media. Audio and video are surefire ways to grow your followership at lightning speeds, since nobody else has your personality and voice, you stand out from the crowd.

People love video and audio because it is personal, and more personal and engaging than other types of media. Click To Tweet

Video is the fastest growing medium of online content consumption. Over time it has become so much easier to create and share, and it will continue to be a dominant factor in the upcoming years. As more users have access to smart phones and access to tools that make creating and sharing videos fun and easy, it will continue to be a key player in online marketing. Having a strategy around video, and what content you will share through video, will help you find more ways to grow you brand and build your business.

Alternatively, if you completely dislike the idea of being on video, podcasts are great alternatives that provide many of the same benefits as video, with less technical knowledge required. Podcasts are increasingly becoming more popular, and producing a podcast is a great alternative for those who wish to share their expertise, but not necessarily interested in being on video. More and more people tune in to podcasts on a weekly basis, and studies show that people who tune in to podcasts are highly educated, have relatively high disposable incomes and tune in for one hour or more. Podcasts are often overlooked, and are a great medium to become a well known expert, without the need to get in front of the camera.

Podcasts are often overlooked, and are a great medium to become a well known expert, without the need to get in front of the camera. Click To Tweet

4.) Email Content Nurtures & Strengthens Relationships

After reading the content on your blog, and seeing that you are active on social networks, the next level of commitment would be to ask your visitors to sign up for your newsletter / updates. They are already aware of your business, they already like and trust you, now they are ready for a more one-on-one connection.

E-mail marketing is that one-on-one personal touch, that makes your readers feel like you are just talking to them directly. Nurturing and strengthening your relationships for long-term business sustainability is possible through e-mail. That is why capturing names and emails, and building your email list is where the money is at. People are much more likely to buy something from you after 7 touch-points, and this is easy to achieve, through email marketing.

People are much more likely to buy something from you after 7 touch-points, and this is easy to achieve, through email marketing. Click To Tweet

The golden rule here is to always provide highly valuable content that is relevant and helpful to them in some way. Over time, after they like you and trust you more, then you can recommend products or services that are meant to help them or guide them in their goals. It is always important to keep their best interest in mind, not just yours. As soon as people subscribe it is not a good idea to start sending them emails with sales and offers right away.

Just as easy as it was to subscribe to you, it takes visitors only one click for them to unsubscribe. Another thing to be cautious about is frequency, it’s usually not good practice to send an email every single day, people will easily get turned off and annoyed. Every industry is different but once a week or twice a week can be subtle, and efficient at the same time. Staying top of mind is easy and can be automated with email marketing. Make sure your email marketing content is clear, concise, and relevant to what you promised when they signed up for your list.

Make sure your email marketing content is clear, concise, and relevant to what you promised when they signed up for your list. Click To Tweet

Having people’s contact information is a privilege, and if you abuse it, it will take you much more time and effort to grow your community. Focus on delivering value, and contributing to their lives, always give before you ask for something in return. Keeping in touch with your subscribers consistently, and answering their burning questions is a tried and true way to strengthen your bond and grow your business.

Leverage Your Branding & Content To Create A Thriving Community

CTA : ISP – We can help announce your community, build trust, credibility and authority

Start Conversations, Then Automate Them

Building your business brand online takes consistent time and effort. Creating massively interesting and compelling content can help you build your blog, brand, and a thriving community. Content is a means to an end, don’t get so caught up on content that you miss the bigger picture.

Why do you create content anyways? Your number one content strategy should always be built around people. Create content that speaks to your tribe, keeps them coming back, keeps them sharing it. This creates a snowball effect and leverages the power of your existing followers, to attract more followers, and over time you will have a solid community, that is thriving and having conversations about you or your business, even when you are not initiating and leading the conversations.

Your number one content strategy should always be built around people. Click To Tweet

Is Content Really King?

In your efforts to learn more about online branding and digital marketing, you may have heard that “content is king” at least a thousand times, ( ok, maybe more! ) While this is mostly true, since search engines like to see fresh and relevant content to send visitors to your website, that is not where it ends. If you take the time to step back and look at the forest, and just for a moment, stop focusing on the trees, you will see something much bigger unfolding: Content is simply a means to an end, NOT the main goal.

There is an underlying reason for creating all this juicy content, you are selling yourself by sharing your knowledge and expertise. The fruit (profit) from this (content) comes from the forest (or community) that you nurture and strengthen over time. When you are creating content treat each of your topics or categories as branches from a highly focused content tree. That tree will allow for more fruit to grow and help you start and nurture your own community.

The goal of your content should be to inform, educate, or entertain, and thus build a relationship with your readers. Over time, the content opens doors of opportunity and can help you to create a positive environment that encourages others to share, learn, and grow. All this sharing, learning, and growing is happening around your business, this helps you build your credibility and influence over time.

The goal of your content should be to inform, educate, or entertain, and thus build a relationship with your readers. Click To Tweet

How Facebook Has Capitalized on This

The main reason that Facebook is so popular is because it has created a huge online community who all share content and interact with each other daily. Each Facebook user has hundreds of friends who log on and consistently to post pictures, videos, live streaming, memes, news, jokes and more. Facebook has been successful in creating a share- friendly ecosystem that nurtures people’s need to belong, by providing social rewards for their sharing of content.

Facebook has a giant user base; thus, it has become a breeding ground for paid advertisements and a major source of traffic for key brand. Many brands and businesses are using Facebook to build their list, drive traffic to their blog, sign people up for webinars, and more. They know that taking even just a teeny tiny slice of this huge community, and directing their attention to their business, will help them reach their target market where they already are. This process feels natural, and finds people in a setting they are already comfortable in, so it is a win-win-win for you, your tribe, and Facebook.

Take Facebook & Google Out Of The Equation

Your content is the “sugar” that attracts people to your business, and the goal is to leverage content to keep people coming back to your blog and subscribing to your newsletter. Your goal is to find your audience where they are already at, redirect them to your site, and create a community that encourages user generated content, discussions, and sharing. When you create a community, you are slowly taking Google, Facebook and other social media channels out of the equation. Thus, eliminating distractions and “competition,” resulting in a more loyal and engaged audience. These are the 4 main ways that you can use content to build a community around your brand and business.

Leverage Your Branding & Content To Create A Thriving Community Click To Tweet

Your Goal is Emotionally Intelligent User Content

As a long-term approach, once you start seeing that your community is starting to take shape, once you give them a comfortable place where they can talk more openly about the topics that interest them, they are very likely consistently return there. People love to interact in a safe environment where they feel they belong, and their ideas and opinions are valued.

Creating a user forum or a smaller social media community of your own niche on your own site should be the goal of your content creation efforts. When you build your own community, members will start new topic discussions and there will be a constant flow of ideas and fresh content with very little effort from your part. Those conversations can help you come up with new content ideas, and help you discover unmet needs that you weren’t previously aware of, but that you can now cater to.

In interacting with the community, members will create an emotional connection with other users and this can start new relationships, partnerships, or provide additional resources. Having a safe place to share, will make viewers frequent your community consistently to see what others have posted or shared while they were away.

By starting your own community, you create social proof, authority, trust, influence and a loyal following without relying as much on search engines or social channels. As Facebook and other mainstream social media networks get more crowded and create more clutter, people are always looking for more comfortable places and tight niche communities that feel more private and safe. When you can provide this for your target market, it will help you build a sustainable brand and business.

By starting your own community, you create social proof, authority, trust, influence and a loyal following without relying as much on search engines or social channels. Click To Tweet

Consciously And Actively Tuning In To Your Audience

Make it a point to stop and listen before speaking!

There’s a tried and true saying that reads ” there is a reason why we have one mouth and two ears.” It is because we need to listen twice as much as we talk, and more importantly, we need to tune in to our audience before we begin to talk, and engage with them. Getting clarity on who our specific audience is and what type of content we need to create for them is key. It’s important to remember to focus on delivering value and connecting effectively to create continual business growth. Being in business means that we have a specific problem we are trying to help others solve, but listening first makes us better helpers, and better solution providers.

Being in business means that we have a specific problem we are trying to help others solve, but listening first makes us better helpers, and better solution providers. Click To Tweet

First and foremost, it is important to discover who your target market is, why, and where they hang out. Then focus on learning more about their pain points, questions, and possible objections they could have to your products or services. Listening before you suggest a solution will ensure that you’re not just taking shots in the dark, but that you are genuinely interested in helping them. The very best way to do this is to show interest in them as individuals, have compassion and fully understand the problems they are having, and why they are so invasive in their lives. Over time, intuitively, you will come to know the most common reasons why people are interested in the solution you provide. The best way to develop this “knowing” on what they want is to truly listen without judgment, and without trying to get something from them right away.

When researching your audience, you want to do it from the perspective of a friend, someone who actually cares, and isn't just trying to get something from them. Click To Tweet

Find your target market in their environment

Get up close and personal with your audience, and blend in with their environment, where they are already at. Get to know them, here are some questions that could help you research your target market with more curiosity.

What language do they use to describe their problem?
What frustrations are they are experiencing?
What do they need advice on or help with?
What human need are they looking to meet?
How invasive is the problem they are having?
What is their urgency to solve the problem?
Which things have they already tried and failed at?
How long have they had this problem?

Tune in to what they are not saying

When researching your audience, you want to do it from the perspective of a friend, someone who actually cares, and isn’t just trying to get something from them. This approach will give you space to learn what their hot buttons are and to talk to them directly. Remember that your marketing efforts need to be tailored and directed towards your specific audience and not just sound like a canned sales letter that came from a how-to template.

When you listen close enough you will also hear the things that they are not saying directly. What they are NOT saying is very important to listen for. They may not express their direct need, but through their behavior and language you could discover things about them that they didn’t even know about themselves! This kind of information will help you stand out from the crowd and make your content seem more credible and trustworthy. This is also how you can uncover needs that people didn’t even know they had, giving you a competitive edge over people who just sell and don’t listen first.

The more you listen, the more you grow

The more time that you spend listening, the easier it will be to create content, products, and services, catered specifically to their specific needs. Listening will give you more content ideas and make it easier to find topics to cover, that really speak to them. You will discover certain patterns and trends over time, and learn easier, faster, and better ways to serve them. It is imperative to not stop listening, as most people do once they already have a following. Forgetting to listen, and getting too product or service oriented is a big mistake. By not listening, engaging, and conversing, you will see less engagement from your followers, as well as take more time to build trust, relationships, and sales.

The more time that you spend listening, the easier it will be to create content, products, and services, catered specifically to their specific needs. Click To Tweet

Here is a list of the top ways you can listen to your audience. This will vary widely by industry but overall these resources and ideas will be easy to find online and are completely free for you to use.

Where do they hang out?

Google Hangouts
industry specific forums
YouTube videos / channels
Places they go to for fun
Places they shop
LinkedIn Groups related to your topic / industry
Facebook groups and events
Twitter lists
Meet-Ups

Who is already influencing them?

Friends
Books
Podcasts
Competitors
Colleagues
Events
Movies

For this particular phase of researching your market, forums are a great resource because people feel more open sharing with other people in their same field or with their same interests. Often forums feel like more tight communities than other mainstream social media networks.

Often forums feel like more tight communities than other mainstream social media networks. Click To Tweet

Finding your client in their natural environment and simply stopping to listen will enable you to deliver greater value and connect with them easier and on a deeper level. Knowing what inspires them and how to get them to take action is golden. This will help you easily grow a sustainable business that is focused on innovation and profitability, through staying attentive and flexible.

7 Proven Facts to build WordPress Websites that Work & Convert

Creating a WordPress website is not as easy as using a free theme, uploading some pictures and text, and then sitting around to wait for the sales to come in. As technology advances, web visitors have become more savvy and have a high expectations about who they do business with. If your WordPress website doesn’t follow these 7 guidelines, it could be the reason that you are not seeing significant traffic or sales.

Build your credibility using social proof

Building your credibility using social media can be very easy. Make sure that you are an active member of Facebook/ twitter/ meet-up or some other online community that your readers like and trust. For example if your WordPress website is about social media, make sure that you show buttons of how many people follow you on twitter and Facebook. If your target market is local, I would recommend using Meet-Up.com to build a local audience, and post your events on you WordPress website.

Don’t make people THINK!

As soon as visitors land on your website, if they don’t know what to do they will leave! So the message here is to be as clear as possible and keep your website clutter-free and ad free so that it is easy for your visitors to focus on your main offering. One big thing is to make sure that your website loads fast, visit http://tools.pingdom.com/fpt/ to check your website’s load time. Also make sure that your navigation is easy to read and follow, and use plenty of white space. The more that you make your visitors think, the less likely that they will stay on your website. Make it as simple as possible, remember KISS! Keep it simple silly!

Tell them what their pain is and how you can solve it

The simple fact that your visitor found your website means that they are looking for what you have, or a trusted friend sent them there. Now that they are there make sure that you connect with them and speak in their words. Tell them that you understand their pain, and that they are not alone, and how you can solve it. Remember to use emotion and explain what is in it for them.

Use the proper SEO to make your site visible

No matter how amazing and beautiful your website is, if nobody can find it, that does not do you or your target market any good. Make sure that you use the proper WordPress Plug-ins, as well as the right H1 tags, titles, keywords and tags to label your pages and posts. The All-In-One SEO pack and Platinum SEO plug-ins are both great to make sure that you use good SEO on each page. Using a good theme is also key because Google loves clean code and this single thing can boost your SEO. Also if you use images or videos make sure that they also have proper SEO settings.

Make your site EASY to share

One of the best things about WordPress is the huge community of people that are constantly reading and sharing content. Make sure that your website is easy to share using many social networks. I recommend using the “Share This” plugin to allow people to share your content on Twitter, Pinterest, Google+, LinkedIn and more. Make sure that you pick the “classic” widget as this allows people to share your content without ever having to leave your page. The easier you make it for people to share, the more likely that you will get social shares and more visibility you will get.

Show your face and personality Remember people buy things from people that they LIKE and TRUST, so don’t hide yourself behind an e-mail address. Show them your face, and that you are a real human being. Make it easy to contact you by letting them know that you are available to help them in more than one way. People have different comfort levels with varying communication channels, so let them know that they can reach you in more than one way.

Make the mobile experience seamless Keep in mind that not everyone that comes to your website will be using a desktop. It is good practice to use a responsive WordPress theme to allow viewers with tablets or smartphones to see your website. Keep the pages to a minimum and post the most important information on your first page. If you are a local business publish your map and phone number where it is easy to click and call or click and get directions.

Building value and transitioning from free information to paid education

education

Content Marketing and Value Building Go Hand in Hand

Content marketing success comes by strategically building and delivering valuable information to help solve people’s problems. The magic of this dynamic comes from the fact that people are already searching for the answers to their questions and your role is to be at the right place at the right time with the answers. Your goal should be to provide your target audience with information that can help to solve their problems relatively easily and quickly.

First, people need to learn to like and trust you

On the first layer of the process people are learning to like and trust you. When your audience sees the value in your content, some will be satisfied with your free solution, do it themselves and just stop. Most people will do nothing at all. And yet another group will be impressed with your knowledge and will be inspired to further explore what other problems you can solve for them. These are the people you need to focus on, nurture and aim to build relationships with.

Next you need an easily deliverable digital product

The next level of your funnel should be some kind of paid educational piece that is automated and easily deliverable without you! This can be in the form of a marketing email serious, webinars, videos, audios, any other kind of online material that makes them feel like you have personally delivered your promise on their expectation. This solution should solve a more complex problem and give them actionable steps they can take to see considerable results quickly. A lot of people’s curiosity will stop at this level, but the real avid fans will be looking to see what else you have to offer.

Getting close and personal

The next layer can include a one-on-one consultation, an offer to an event, or some other deliverable that involves getting in touch with you personally. At this point, people are willing to pay a much higher price because they believe in what you have to offer and they have already seem the amazing value that you have provided for them in the past.

Building a community and social proof

Offering an option to join a mastermind, a monthly meeting or some other form of membership website could be your next goal. Having loyal followers that can all congregate in one place delivers amazing value and also helps you build social proof. Since this is usually an ongoing monthly commitment, it is a great way to build relationships with loyal followers and create a community around your message or cause. Selling through teaching and building relationships This is a process from free information to paid education. It is built on content creation, engagement, and relationship building, with no shortcuts allowed. Each step is necessary and if you build out a platform without a product to offer, multiple ways to follow up, or other upgrades, you will be limited by the amount of people you can help on a one-on-one basis.

Continuously committing to deliver valuable content on a timely manner can help build your personal brand and establish you as an authority in your field. Also sharing your expertise and growing your business in this way can result in creating multiple streams of passive income and having a rewarding online career. Progress from being their leader to being their friend Through this process you can transition you from being a leader, and walking in front of others to point them in the right direction, to being their friend, walking next to them, listening to them, and making them feel included. When people see that you authentically care about them, and that you have their best interest in mind, it makes all the difference in the world.