How to Create Marketing People Actually Want
Unless you’ve been living under a rock for the past few years, you’ve probably heard the term content marketing before. Even if you haven’t heard the term, you’ve definitely seen content marketing in action.
Content marketing is when someone you’re connected with on LinkedIn publishes an article that challenges the prevailing wisdom in your industry. They present their unique point of view, which has you so intrigued that you click over to their website to learn more about what they do.
Content marketing is when you perform a Google search on how to keep a mileage log on your vehicle so you can write off the business portion on your tax return, and you find a YouTube video from an accounting firm in your town with the exact advice you’re looking for.
And, of course, content marketing is when you listen to a podcast about content marketing from a guy who does content marketing (meta enough for you?).
In this lesson, we’re going to kick off our series on content marketing by taking a closer look at the psychology behind why content marketing works.
A Tale of Two Professional Services Firms
Make no mistake. Content marketing is a LOT of work.
You’re busy enough as it is trying to balance the many demands of running a professional services firm. Between answering the clients, supervising staff, and maintaining some semblance of a personal life — there’s not much time left over.
If you’re going to invest time into creating all this content, the ROI needs to be there.
Instead of giving you a list of stats that make the business case for content marketing (you can get that in the show notes below), I’m going to tell you a story of two firms.
These two firms were identical by most measures. They offered the same services to the same profile of clients. They were the same size and had the same areas of expertise.
But one of them decided to adopt content marketing as a strategy, while the other didn’t. Tune in to find out what happened to both firms.
5 Steps to Get Started With Content Marketing
If you’ve decided to give content marketing a try, I have good news and bad news for you.
The good news is it’s never been easier to get started. You can publish an article on your LinkedIn profile. You can go live on Facebook or Twitter video. And you can start sending emails to your prospects. All with the click of a few buttons.
The bad news is getting started is the hardest part. Not only are the possibilities for producing content endless (topics, formats, etc) — but if you’re not used to it, getting into a rhythm of creating content can be a real challenge.
In this final lesson on content marketing, you’ll discover a simple 5-step process to get started with content marketing. The goal is to start producing content as fast as possible, and then make improvements along the way.
- What Is Content Marketing?
- The Digital Evolution in B2B Marketing
- The Secret to Content Marketing ROI
- The Ultimate Guide to Building the Business Case For Content Marketing