Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The number of podcast listeners is growing -- in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month. If you have interesting people to interview or conversations to host, consider podcasting as another content format to experiment with.
Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)." The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
If you would like to keep learning, upgrade to The Kopywriting Kourse to get god-like at copy. The full course is for people who want to dive much deeper into copywriting. The KopywritingKourse is a multi-part course designed to take you through all the mental tricks, hacks and formulas I use to develop high-selling copy. You also get weekly office hours where you get live help.
Visual content plays a big role in the success of a content marketing strategy. We've found that The Adobe Creative Suite will set content marketers up with everything they need to lay out ebooks, design infographics, create social images, etc. The team will find themselves in InDesign, Photoshop, Illustrator, and Acrobat pretty frequently. For a free alternative, try Canva. This lightweight software makes it easy for designers of all levels to create quality visual content -- things like presentations, cover photos, ads etc.
Gather testimonials to help brand yourself as a copywriter. Whenever you finish a project for someone, ask them if they’ll write you a testimonial or review. Collecting testimonials from past clients, whether you worked for them in-person or online, will help you gather more clients in the future. Potential clients can read your testimonials and feel more confident that you’ll do a great job for them.
Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
Let's say you're using PPC as your primary means of generating leads for your business. You need more leads, and decide to bid on the term "infographic generator" for $2 a click. At the end of your month-long campaign, you generated 1,000 leads and spent $10,000. Not bad. But what about next month? You have to spend $10,000 again. And again. And again. That is, if you want the leads to keep coming. In other words, when you turn the faucet of money off, leads stop coming out. The same concept applies with list purchasing, tradeshow marketing -- anything where you don't own the property from which leads are generated. Now let's contrast that experience against, say, blogging.
Today, 41% of B2B marketers focus on content tied to the buying journey of a customer, yet many businesses fail to produce personalized content dedicated to each stage of the buying cycle. Personalized messaging doesn’t just mean targeting by demographic or filmographic criteria, it means proactively producing content that is suitable for each stage of the buyer’s journey. Eighty-five percent of consumers trust solutions that take the time to walk them through various paths toward decisions rather than just attempting to make that choice for them. This type of content shows consumers that you acknowledge and value their ability to evaluate and make decisions for themselves.
You create a few sample infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A few of them like it so much they provide their name and email address so they can continue using it. Now that you have their contact information, you're able to identify some people that would be a good customer fit and keep in touch with them, nurturing them into customers.
Content marketing is a quickly growing field. With that growth comes opportunities for entrepreneurial-minded writers. If you're curious about getting started in content marketing, we've put together a guide that should tell you if you are cut out for the job -- and if you need content writers for your next project. Find out as we discuss content marketing 101.