Content marketing 2020
Content Marketing 2020
In this digital marketing mastery course. Now I will tell you something. Traditional marketing is dying. It has become less and less effective to run traditional marketing. And the solution is content marketing. We’ll be talking about content marketing,
so let’s get started.
Today’s topic is content marketing. Especially for the last few years, content marketing has specifically gained a lot of popularity. But I’ve seen that majority of the people don’t really understand what content marketing is, or they just think that content marketing is a different kind of advertisement. But content marketing is quite different from the traditional form of marketing. Like you have already seen the videos on Facebook Ads and Google Ads. In the paid media channel you are directly showing your advertisement towards target customers and then you are driving those people to your landing pages or to your website selling them something. But when it comes to content marketing the process is slightly different. Instead of directly driving the customers to your product, you first provide value and rather a lot of value to the customer.
So just like any other video on this free course, we will be showing you content marketing through various examples and case studies so you can understand it better.
So let’s start with the basic
what is content marketing?
Content marketing can be a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content. So these three words are extremely important, valuable, relevant and consistent content. Like any other marketing strategy, you need to be relevant to the audience. For example, let’s say if you are selling guitar.
But if you are showing your advertisement or if you’re showing your content to an audience who is more interested in cat food like Yoga, then definitely no one will buy your product. So your content needs to be relevant, it needs to be valuable- to what sense? So the quality of the content must be really high. And it needs to be consistent. The attention span of people have been decreasing year by year. Because of so many distractions, with mobile phones, and tablets and laptops and continuous notifications, it’s very hard to keep the attention of a customer, or rather a prospective customer. So you have to produce high quality content that is relevant, and that too on a consistent basis so that your customers can create a bond with your content. Or rather a bond with your business or you if you are an independent influencer.
Let’s take the example of YouTube. YouTube is also a place where people are producing content. So YouTube is also a channel of content marketing. So let’s say your favorite YouTuber stops posting videos. So you might wait for the videos for a month or a two but after a couple of months you’ll just loose the interest and you’ll move to the next best thing, right? Similarly this is where the consistency is extremely important. So this is why you need to provide high quality relevant content, that on a consistent basis to your audience in order to keep their attention. So whenever we talk about content marketing, the strategy is divided into two parts. First of all is the content and the second is the distribution of that content.
Let me take my own example to explain content marketing to you. My goal is to provide digital marketing to various services. So this is why I’ve created this free digital marketing course. Our of hundreds and thousands of people who are taking this free course, few of them will contact me and hire me for their business for their marketing needs. So this where I’ll be making money. So by providing this free course, I will begetting few specific leads, who might require more personalized services and hence, they would then be hiring me for the paid plans.
So this is where content marketing is coming in to place. By providing this free content, by providing this free video courses, by also providing my free comprehensive YouTube videos, by creating a community on our Facebook group, by providing posts and images and videos and lives sessions on Instagram, all these are contents that I’m giving to my audience for free, so that I can get those consulting leads. So just like for me, where my end goal is to get the consulting leads, similarly for different businesses, content marketing may have different goals. Let’s take the case of Travel Triangle here. So it’s a website where you can buy travel packages. So their ultimate goal is to rank all their articles on Google, their ultimate goal was to drive traffic to their website and convert those people into paying customers. So this is why their main focus was on SEO, which is search engine optimization. So when we are talking about content marketing, we are not just focusing on one single area of marketing. Rather we first need to understand where our target consumers are, and then optimize a strategy.
Like in the case of Travel Triangle, they know that majority of their customers will be coming from Google search engine. Like look at their articles: “tourist places in Delhi”, “best places to visit in Kerala”, “places to visit in India”… so anyone who is thinking of going to a particular place, majority of people has the tendency to first research about the place. So what will they search for? Either they search for the best places to visit in the XYZ place- wherever they are going. Or they might be looking for the various tourist places, so these are the keywords they are targeting. Like look at this particular article, like it’s driving 20,000 organic traffic. So places to visit in Delhi, tourist places in Delhi… so anyone searching for these keywords are prospective customers for Travel Triangle.
That is why they have an article written for this. Similarly they have written all the articles for all the search queries, which might have a purchase intent in terms of tourist space. So that is why they have been able to drive1.6 million of organic traffic. And that is just an estimate- the actual traffic might be higher. Like let’s see the traffic here on Similar Web. That’s a 3.1 million of oral traffic, see majority of the traffic is coming from search engine optimization. So for them, content marketing is primarily focused more on search engine optimization. Like for me, where I am doing this free course, for me the content marketing is focused more on providing value, and like for me,
I don’t have my articles ranking on Google. So for me, my goal is providing free content by driving people from various paid channels like Facebook, LinkedIn, Quora, etc. and then getting them into my own funnel of providing free value first and out of the thousands of people who sign up, few of them might be consulting leads. So when we are talking about content marketing, as I mentioned earlier as well, the content has to be high quality. So valuable content, is much more influential than compared to a very mediocre content. And also with the competition so fierce, everyone is moving to the online marketing channel, so you’ll see that you are not the only one who is trying to grab the attention of your prospective customer. You also have many different businesses and many different people competing for the same people and for the same attention. So in order to stand out you need to give a lot of value and that too in a way that is easily comprehensible, that looks good, like it has a lot of images- video is something that is coming very strongly in 2019. And I am really sure that even in the coming years, video is something that you need to focus on.
That is the reason for the exponential rise of YouTube, and even Instagram is coming with live stories- so video is something that you need to focus on. The whole idea of content marketing lies in this very important human psychology of reciprocity. That if you give something for free, that if you give a lot of value, then the people have this tendency, or they feel the need to give back. So when you provide all this value, like in my case when I’m giving all these free YouTube videos, I’m giving a free video course, I’m helping them, I’m solving all the doubts of all the people on our Facebook group, by going live… so I’m sharing my 7+ years of experience of digital marketing with this new people so they- in a way I’m creating a bond with these audience. So when you give so much value for free, people start trusting you.
So now you’ll be thinking like, so now you must be thinking, “what kind of content marketing strategy that you can put in your business” So here I’ve listed some kind of content that you can create and promote for your content marketing efforts. So the most popular type of content that you must have seen in all the other websites is the listical articles.
Like top 10 tips to weigh- like top 10 tips to lose weight, like top 7 ways to make money online #number 3 will shock you… so this is more like a click-baiting headline. The second type is interviews, you can find experts on the industry, and take their interview and then you can promote the interview. You can create case studies- case studies is something that has a massive potential of going viral. Especially I’ll take the example of online marketing niche. Let’s say I have a website, and I was able to grow it to let’s say 1 million+ visitors, and out of that 90% are organic visitors, and then let’s say within 14 months.
Then I can make a comprehensive guide, like how I grew my website from 0 to 1 million+ visitors in 14 months. And then I can include everything, all the struggles that I had, all the expenses that I had, all the learnings that I made in this14 month period. So this is something that everyone would want to hear- so this is something that everyone would want to read. So case studies are something extremely important, if you can promote them well then you can really get a massive viral effect. Inforgraphics are something that really blew up in 2017 and ’18. Although their effects is somewhat decreasing by the year, but at least in 2019, and at least in 2020, infographic is definitely something you can focus on.
And not just the basic infographic. You can even go one step ahead and make any type of info graphic. So these have the potential of going viral and also generating a lot of backlinks to your website. Like in this case, this particular example here, how car engine works. The article that actually from which this inforgraphic was created, just because of this animated inforgraphics, they were able to drive 1,000+ referring domains just for that particular article. That’s a huge amount of backlinks. So this article alone, must have increased their organic traffic, by at least 10 to 20 folds. So you can think of creating an animated graphics for your content marketing strategies as well. Similarly you can create “how to” types of articles, so humor is also something that has the potential of going viral.
How to articles is more of a saturated field, so you won’t get much of the traction through that, but humor is something that can drive viralty into your content. You can create checklists/worksheets for your audience, any kind of checklist that can help your audience or make their job easier. Like in my case, I really believe in SEO or search engine optimization, and that is why I created an SEO audit checklist. And I am giving it away for free in my YouTube videos. Because I know that SEO is something that is kind of complex, and SEO audit in particular is a more complicated field. So by giving a checklist to my audience, it makes their job so much easier. Similarly you can create a review or a comparison.
Let’s say you are a SAS business and you have multiple competitors then you can write an article why your software is better than your competitor’s. Because people tend to search this as well. Like, if our software is a- so let’s say-let’s take the example of ahrefs and SEMrush. Both are used for backlink analysis and SEO efforts. So you’ll see that people are searching for ahrefs versus SEMrush or SEMrush versus ahrefs. So by targeting this keyword query, these are the people who are in the last stage of buying. So they have already made up their mind that they will be buying the ahrefs or SEMrush.
So their just checking which one has the better option. So by targeting or writing an article, or rather a very comprehensive article, stating why your software is better than your competitor’s. Stories are really something that can really help create a strong bond with your audience, if your story and also your copywriting is good. Ultimate guides who are really popular in2017 and ’18, especially Neil Patel was writing a lot of ultimate guides. Ultimate guides is nothing but writing a very detailed, comprehensive, step-by-step, easy to understand article on one of the most popular topic on your blog. Just by searching the keyword “ultimate guide” you’ll see that there’s so many ultimate guide on the internet. So- there’s Neil Patel “creating an ultimate guide and using them to build your marketing list”.
See even the second article is “please no more ‘ultimate guides’…” because in 2017 ultimate guides was the trend. Everyone was writing 5,000 words, 10,000 words or even 15,000 words ultimate guide on their main topic. Like an ultimate guide on remarkable content. Let’s see the article here… see the quality of the article here, the way they have written the article, the navigation here, so the TOC is in the form of these bullet points, so you can easily navigate to any part of the article. They have images, they have this beautiful graph, the formatting is really nice, the color scheme is really nice. So to write this content, I’m sure they almost spent a week or a month , just for the creation of this article. So this is the power of content marketing. See the exit popup here, that’s a very smart strategy. So look at the quality of this article, how detailed it is. How beautiful it is. This is why content marketing is something that is extremely difficult to do as an individual, you need a team behind it because it requires a lot of effort. And writing an article is not easy, especially when you’re writing an ultimate guide like this.
Which requires at least 10,000 words and that is just the textual part. You also have to review it, you also have to make graphics related to that, you need to make it look nice and you also have to promote it as well. As I told you earlier as well, content market is two parts. First is creating the content and then is the promotion the content. Both takes 50% of the effort. So next are the videos and the podcasts. Video is something that I’ve mentioned that is growing like crazy. Even for me, I could have created a text-based free digital marketing course. But I created a video-based digital marketing course. It took me a lot more time, a lot more effort, to create this video content and then to get it edited, transcribe it, add to the funnel and all. But I know that a video is something that we create with 10x more effect compared to a text content.
That’s why I went for videos. Especially when as you can see on my YouTube videos as well, I focus a lot on the quality. So the transitions, the camera, the lens that I use, the sound equipment I use, the script that I use, the video editing, and also the promotion of the YouTube videos. Because I know that YouTube is something that will drive a lot of revenue for my business as well. Now podcast is not something that is popular in India, but in the US, podcast is more like a saturated industry. Like people like listening to podcasts. And majority of the people listen to podcasts either when they are driving, or when they’re in the gym, or when they are doing their house chores, but in India it’s in a varying stage. And even the people who are doing some podcasts, they are doing more of a video kind of podcast.