David Frey's
MarketingBestPractices.com
Marketing Newsletter
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TODAY'S ARTICLE...
My Favorite Marketing Method
Over the years I've tried many different
ways to drive traffic to my websites.
I've tried...
1. search engine marketing.
2. pay per click traffic.
3. paid banner ads.
4. Viral video marketing
...and a host of other methods.
Each method worked well, to a certain
extent.
But the best overall traffic method I've
ever used is Education-Based Marketing,
otherwise known as CONTENT MARKETING.
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What Is Content Marketing
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Content marketing is a method of marketing
that uses education as a tool for
attracting the attention and interest of
your prospects and getting them to
identify themselves to you.
These educational tools can be in the form
of...
1. Articles
2. Special reports
3. Audio programs
4. Webinars
5. Powerpoint presentations
6. Online videos
7. Podcasts
8. White papers
9. Blogs
10. Email courses
11. eBooks
Etc.
When your prospects find and consume these
educational tools, some very special
things can happen.
1. They develop a trust and respect for
your expertise.
2. They discover how and where to connect
with you
3. In most cases, you acquire their
contact information
4. They begin to follow you as an expert
5. They are pre-sold on your products or
services
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What Kind of Content Do You Use?
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People have problems and they are always
looking for solutions to those problems.
So if you want people to find you and
consume your information, talk about
solutions to problems.
I've always believed that every industry
has really bad, ugly, smelly,problems and
those problems never change.
They were problems 20 years ago and
they're still problems today.
Start creating content that solves those
problems.
For example, if you sell relationship
management software, create content that
addresses the biggest problems in
relationship management.
The person who is interested in consuming
your content, will be your best prospect.
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How Do You Create Content
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I believe that all great content starts
out with a great outline or "mind map."
A mindmap is just another way to represent
an outline of ideas. You can search online
for mindmap software to help you create a
mindmap.
For example, if I was writing an article
or a white paper, here's a simple formula
that I would use to create content.
Step 1 - Call out to who you're writing to
Step 2 - Define the problem
Step 3 - Explain the consequences of the
problem
Step 4 - Explain the consequences of not
solving the problem
Step 5 - Give the solution
Step 6 - Tell how the solution solves the
problem
Step 7 - Tell why the solution is unique
Step 8 - Give an actual example of how
someone was suffering from the problem
Step 9 - Tell how your solution helped to
solve the problem for the person
Step 10 - Tell how that person is enjoying
the results of your solution today
Step 11 - Explain how anyone in the same
situation can achieve the same results
Step 12 - Explain how people can find out
more about your solution
Notice how this outline almost reads like
a story.
The best content tells a story. Stories
engage your prospects and touch their
emotions.
When you can touch a person's emotions,
they'll be more likely to act on your call
to action.
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Repurposing Your Content For Maximum
Exposure
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The way McDonalds got so big is by opening
up lots of stores that sell the same
hamburgers.
The same goes for your content.
If you want to get known, you have to
create good content and then get that
content consumed in as many places as
possible.
For example, let's suppose you sell web
design services and you created an article
about the top 10 web design mistakes.
Here's 5 ways to repurpose that article.
After (1) submitting that article to blogs
in your prospect's community, you might
(2) record an audio version of it and
submit it as a podcast to iTunes.
Then you might (3) create a quick
powerpoint and record a video of it and
submit it to all the video sharing sites.
You can also take that PowerPoint and (4)
submit it to several slide sharing sites.
The next step might be to (5) create a PDF
version with a large title page and call
it a special report and submit it to eBook
download directories.
Now what was just one article, has turned
into multiple educational tools that are
watched, download and listened to by
thousands of your potential prospects.
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Oh yes, I forgot a biggie.
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Never forget to post your content to the
SOCIAL MEDIA sites like Facebook, Twitter
and LinkedIn. If it's a really good piece
of content, people will start sharing it
with their followers on social media.
In fact, social media IS the #1 way to
make your content go viral.
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Conclusion
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That's content marketing in a nutshell.
The Internet has made content marketing
one of the highest ROI forms of marketing
today.
I honestly believe that ANY and EVERY
marketer today should be, at least,
partially promoting their product or
service using content marketing.
if you're not, you're missing the boat
because more and more consumers are going
online to research products and services
before they buy.
YOU need to get in front of your
prospect's eyeballs and capture their
heart and mind (before someone else does!)
Hope this helps.
David
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David Frey is the CEO of
MarketingBestPractices.com
and the author of the Small
Business Marketing Bible.
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Marketing Best Practices Inc.
306 W. Edgewood Dr. Suite F,
Friendswood, TX 77546
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