Last updated on February 17th, 2021. Posted in Increasing Website Traffic.
The purpose of using a content marketing approach is to attract the sorts of people you want to work with and serve -- your target audience. This means that the first rule of content marketing is that your content has to be "findable" by the sorts of people you want to serve. There's no sense in publishing content over and over that no one can find. So what does this mean?
Here are links and resources mentioned in today's video. Enjoy!
How do you make sure that your content is "findable" and "discoverable" by your audience? Well, there's a few ways to do this.
First, you can publish your content where you know your audience hangs out online. That is to say, you can put it right in front of the sorts of people you want to attract...in the forums, sub-reddits, and other places where they congregate online.
Second, and this is my preferred method, is to structure your content in a specific way so as to get picked up by search engines and then show up in search results when your audience is Googling...searching for answers to their biggest problems.
So, the first rule of utilizing content marketing is that your content has to be "findable."
The second rule of content marketing is that your content has to be evergreen. What this means is, the content you publish has to be pertinent and applicable for a long, long time.
Coming from the world of software training where new versions of applications would be released al the time, this meant that I was constantly having to update content...it was like whack-a-mole...I'd get one thing updated only to find something else needed updating...then another and another.
Or, I see lots of content producers who provide political commentary. Yet obviously whatever stories are trending this week become ancient history and totally irrelevant just a few days later.
Instead, if we're going to put the effort into creating and publishing helpful content that's valuable to the sorts of people we want to work with, then lets make sure that content is helpful and applicable for a long, long time.
So, the second rule of content marketing is that it has to have a long, long lifespan.
The third rule of content marketing is that it must point viewers and visitors back to your home base on the web -- your website. In other words, we don't want to create content solely on a social media platform like Instagram, Twitter, or YouTube and have that content exist in a vacuum there.
Remember, the purpose of content marketing is to find and attract the sorts of people we want to work with. But...attract them to what, exactly? To build "brand awareness" (whatever that means) isn't good enough because it isn't measurable.
Instead, it's to demonstrate to our audience that we can help them get the results they want...and if they want and if they're ready, to point them to our much more in-depth problem-solving solutions -- our products and services...which of course are found on our home-base on the web -- our website!