Welcome to the Content Marketing Code! Thank you for joining us on this journey. Please note that there are additional bonus materials included with the course, which should help you implement everything you learn here.
This course is broken down into 7 main sections:
- How Content Works
- The Content Matrix
- Content Idea Generation
- The Headline Scorecard
- Publishing Calendar
- Content Promotion 101
- Cracking the Content Marketing Code
How would you think of content marketing as a dating show? Well, if you imagine yourself and a few of your competitors on one side of the wall, and your customer on the other side of the wall the only thing that divides you is your content.
Content is often the first thing a customer sees when they come across your brand, and it's what determines their first impression of your business.
In order to use content marketing successfully, you must align your brand with your capabilities and the ROI you're seeing. The Content Matrix breaks down this process, so you can choose the ideal content channels for your business.
It's simple, creating and curating are two very different approaches to content marketing. Curating involves seeking out other people's content and sharing it on your marketing channels where creating involves building content that other people will share.
Creating content sets you up as a thought leader in your industry, and your community. This course will show take you through the necessary steps to do just that.
There are three main types of content: Written, Visual and Audio and each is suited to a different kind of communications. We also need to take into consideration the four main business factors of channel selection: how long will this take, what kind of budget should we expect to invest, what kind of competency do we need and what kind of ROI we can expect.
As we go through the following examples, think about what type of content best suits your business.
A blog is often the foundation of a content marketing strategy. Although it's not a quick solution, it does deliver some great returns on your investment and effort.
An e-mail newsletter is often the most profitable tool in a marketer's arsenal. It delivers great returns and only increases in value with every new subscriber.
Instagram has quickly gained a large user base, and continues to grow as users begin to flee Facebook and Twitter.
It's a great way to build brand awareness and some businesses have used it to grow their sales as well.
The second largest search engine in the world, YouTube now acts as a TV replacement for younger audiences, and continues to grow every year. Developing video content is more involved than most other channels, but the returns can be quite rewarding!
Podcasts have experienced a renaissance in the last year, with more shows coming online and growing popularity with a wide range of audiences.
This is one way to reach your customers while they are driving to work or going for a run. Podcasting does require some technical skills and some simple equipment to get started.
What if you never had to worry about what you'll publish on Monday again? Over 60% of marketers have a hard time with content marketing due to a lack of original content ideas. The following two frameworks will have you generating an endless stream of compelling ideas your customers will love.
If you had to pick only two words to describe your brand, what would they be?
This thematic approach to content idea generation is perfect for those wishing to build authority and brand awareness.
Those two words will give you three buckets of content ideas, that will always be on-brand, and helping to create that first impression for your audiences.
In this example, we used HEALTH and BALANCE providing our yoga business with three distinct themes to create ideas around:
- Health How to relieve anxiety with a simple breathing technique
- Balance Can a chiropractor really help you fix your posture?
- Health and Balance This daily practice will help you develop a healthy work / life balance
What two words will you use?
This model is based on the Customer Decision Journey, published by McKinsey Quarterly in 2010. It follows the way we make decisions, and then positions content to serve each stage of that journey.
This framework is best suited for a sales-focused content approach.
The four stages you should create content around are:
- Trigger how will you initiate someone to want / need your product or service?
- Initial Consideration Set what will it take for your brand to be one of the first two or three your customers think of?
- Active Evaluation how can you help your customers compare you against your competition?
- Post Purchase Experience how will you continue to impress and delight your customers, so that you can retain them for life?
Your headline determines the amount of clicks and traffic your content will attract. Follow this simple scorecard and make your headlines irresistible:
S Does the headline sound vague? Is it specific to your intended audience?
U Does the headline sound useful? Does it answer a question? Is there a benefit to the audience?
C Is it clear? At a glance, do I know exactly what I can expect on the other end of the link?
C Does this headline raise a question? Will it make your audience curious?
Each component received 3 points, for a total of 12 points.
Follow along and score these headlines yourself let's see if we come to a similar score.
To truly take advantage of content marketing, start thinking about your brand and your business as a publisher. If you had a magazine created specifically for your audience, what would it look like? What would it feature? What would the cover look like?
Building an editorial calendar can be an easy exercise if you choose to use our thematic approach. Have a look through your year, and see if there is any seasonality to your business, and how that intersects with the seasonality of vacations, year ends and resolutions.
Then, choose one theme per month to create content around. This is where either of the content idea generation frameworks comes to help.
Now that you have your monthly themes set up, let's get down into a day-to-day publishing.
Make a list of the channels you will use, and the frequency you wish to publish on them.
Then, break the complex processes down into two or three steps you can complete in one week.
Depending on your time and availability, you may choose to work on your content marketing only three days a week and developing a production schedule will keep you on track and seeing results in no time.
Now that you know how to craft your content we'll discuss opportunities for promoting your content online through social media, paid advertising and guest blogging.
There are three main principles of success when it comes to content marketing:
- Focus Pick one area to focus on, and build a body of work around it. The theme-based content idea framework is a great way to get yourself focused.
- Consistency In order to see results with content marketing, you have to publish frequently enough to keep on top of mind (and search engines). Refer to the Content Matrix for suggested frequency of publishing.
- Value Before hitting publish, always ask yourself: How does this make my customers' life better, and make sure to deliver value with every piece of content your customers will see.
If you stick with these three principles, you will unlock the content marketing code.
Thank you for choosing The Content Code we hope you got some great value out of this course!
Don't forget to refer to your bonus materials, for more in-depth information on how to put some of these ideas into action.
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