Here’s an analogy to think about – to create The Ring of Power, Sauron used the fires of Mt. Doom, the hottest and most evil fire-pit this side of the Riddermark. Thus, Frodo had to return the One Ring to those fires to destroy it. “We musts consider the ramifactionses, Precious”... If your strategy is cast in the heat of your great aunt’s toaster oven, it won’t take much to undo it.
So how do we forge our Ring of Power Marketing Strategy? What’s the Mt. Doom equivalent in the marketing world? Answer – Exceptional content. The hotter the ? of your content, the stronger your plan will be!
Despite its many shortcomings, The Internet – is where people go to get their information. In fact, approximately 4.2 billion people are active internet users. For some perspective, there are about 7.7 billion people on earth. Many of those being babies and very old people – people too old and too young to be users. So, If about 65% of that total population is between 15 and 65 years of age, then that 4.2 billion accounts for all but 800 Million. Simply, if you’re marketing something, you can’t use the excuse that your audience isn’t online. They are.
But what are they doing online?
Basically, they’re just doing the same stuff everyone else does. But there’s a very important one not listed above…
81% of Shoppers Conduct Online Research Before Making a Purchase!
And every single one of those activities above can be a channel for marketing to the pre-buy researchers!
So to bring it back around, forging a strong marketing platform consists of three things…
1. knowing your audience
2. creating the content they desire
3. making sure they can access that content.
Parts one and two are on the same coin. How can you give them what they want if you don’t know who they are?
We like riddles! Let’s do another: What has roots as nobody sees, Is taller than trees, Up, up it goes, And yet never grows?… Starting to feel a bit like Bilbo?
On a serious note, our family at Little Bird Marketing have a ton of information available to help you determine your buyers. So for the remainder, we’ll focus on making sure that relevant content is being seen by your already-complete-ideal-buyer-persona.
Regardless if we view the internet as a place that’s completely free**, there’s still something getting between your fire content and your audience. It’s the billions on billions of other available content out there. It’s in the search methods, It’s those ASMR videos, “Vines that cure depression” compilations and super..erm, specific fan fictions. You wrote a great song, Petey, but nobody heard it.
(**It’s definitely not completely free. There’s all kinds of ranking and weighting mechanisms in all those platforms, based on algorithms of determined value to wide cross-sections of demographic populations.)
However, if you have your ideal buyer persona created, you already know what customers are asking, even how they’re going to ask it before they even have a question
So it’s time to create! But what should you make? Blogs! Blog series! Videos! Photos! Podcasts! Quizzes! Emails! Social media posts! All of those things are what you’re gonna make, and then you’re going to connect them. How about this…
According to the Content Marketing Institute, the most effective way to gain SEO ranking is to CREATE CONTENT. You want 532% more search engine indexed pages? Of course you do… SO MAKE SOMETHING. Make sure your content works together. The hivemind of the internet is aware when you’re writing multiple blogs on the same topic, and it says [in a Borg voice maybe] “This site has all the good things we need, prepare to be assimilated and bump it higher in the rankings.”
Here are a few more tips to follow while creating your content:
- Make good stuff, but you don’t have to be an artist. Content online is like a bowl of chips at a party. You can’t expect every guest to enjoy every chip through the entire party. They’re going to consume them. If the chips taste good, and you refill them your guests will probably eat more.
- Be specific! Realize that people will skim your blog. It’s okay, But don’t use that as an excuse to cut corners. Get some facts. Consult third-parties. Use statistics. It fosters trustworthiness and validity, and those who skim may just come back again to do more in-depth searching. Check out this Forbes article about the importance of well-researched stats.
- We’re about to make that potato chip analogy a little weirder. The writing of the content is only the beginning of gaining engagement. Unless you have users just hanging out on your blog, eager for the latest tidbit to publish, you will need to inform the public that a new blog is available. To do that, use the social media channels that your ideal buyer uses, and be sure to tell them in an effective way. Don’t mumble, “hey guys I made a blog thing…” and expect them to be busting down your door. You need to relay how the blog is going to help your client in a direct and effective way, so they want to spend time and read it.
- Get help if it’s needed. The reason businesses hire marketing agencies is so they can focus on what they do best. We believe in your ability and the value of the content you create – but if you need help, that’s pretty much what we’re here for. Take a look at what we offer, and let us know if you think you’re a good fit for our services.
There it is! A simple explanation of how to create an iron-clad content strategy.
Make content so good that your ideal client runs to it and hugs it like it was a long lost friend. Like, um…