Content marketing: what is it?
Content marketing is using content that appeals to your buyer persona to drive awareness, educate, and facilitate sales. It tends to fall into two categories: search optimised content and shared content marketing.
Why content marketing?
Content marketing is critical tool in the founder's marketing toolkit:
- Content marketing can be used to convert / sell
- Content marketing can be used to build audiences
- Content marketing can be used to engage influencers
- Content marketing can build search footprint
- Content marketing can be used to generate leads
- Content marketing can educate potential buyers
When to start
Now. Publish something today. Blog post, twitter thread, short-video, long-form LinkedIn post, event invite. Start getting into the habit of publishing things you aren't 100% happy with. Growth comes after publishing. Click publish. Now.
Generating content ideas
It needs to be valuable for your buyer persona. Want to know what is useful? Ask them. Or easier, explore common questions and themes in their digital communities. Add value and build your reputation. Specific examples in my video below.
Formats (not just blogs)
Everyone knows the horror of writing long form blog posts. So let's try other things: a podcast, a short video, a slideshow, an animation. What content are you comfortable making? What is a powerful way to share value? Try that instead.
Engaging influencers and experts
Not an expert? Become one fast, because your competitors are already working hard to become an authority with your buyer persona. A short cut? Interview experts and influencers, curate and share their content, ask them for a quote. Learn from experts, and create content at the same.
How to convert with content
Content marketing is an amazing tool for increasing sales. But if you're creating content to sell, not create value first, you will struggle. Early content should be highly valuable, make people aware that you and your business exist, and that's about it. Build goodwill, sell later.