The overriding reason to come on a content marketing masterclass is because your business needs to think like a publisher.
Businesses that have a publishing strategy are more effective at marketing online. Those with a plan for the creation and distribution of valuable, relevant and consistently published content are good at attracting, engaging and converting new customers.
You can’t create a content strategy and do content marketing without a process.
To be good at attracting, engaging and converting customers online you have to know who your audiences are, what you’re going to deliver to them, and what outcome you want your content to perform for the reader and for your business.
What is content marketing?
- The formal definition: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract, engage and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
- The less formal definition: Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating information that resonates with your customers so that you earn their attention, trust, business and advocacy.
So, why bother coming on a course, when you can get articles like this and all the practical tips you need online?
Believe me, content marketing, when done properly, is tough; It’s learned, acquired and perfected. Your company, like so many other companies has most likely jumped on the content marketing bandwagon by starting with a blog and a bit of social media. Richard and I see a lot of brands that have created a blog or a Facebook page or Google+ profile, and yet they don’t know how to use these tools to drive business, so they fail. The lack of a properly documented content marketing plan is the heart of that problem. You need a framework that cascades from your business goals, that is driven by audience research, that fills every gap on the customer buying journey, that creates the right content in the right formats, that distributes your content to the most influential people, that is search-friendly and that grows awareness and discoverability of your brand, and converts visitors into customers in order to achieve great ROI. That’s what a masterclass will teach you to do: a customised plan that ensures online marketing success for your business.
What type of content should you publish?
That’s the wrong question. Try asking yourself this question instead: Who are my audiences and what do we want our them to do with our content? Never produce a piece of content, until you pin point the answer to that question. There is a tried, tested and trusted process for putting this type of content marketing plan in place. It’s called an an editorial plan, but, unfortunately, very few brands start their content marketing with a plan. That’s why the basic building blocks of publishing are missing and this is what is preventing them from growing their audiences.
Stop putting the cart before the horses. Stop publishing random acts of content.
Your content marketing needs to move from “random acts of publishing” to a planned content strategy that your readers and Google and Bing search engines can work with. That’s why we encouraged you to come on our course: Because you’ll learn how to eliminate wasted effort. You’ll learn how to create an effective content marketing plan from which you can grow your business.
Register now or browse our website for more reasons why a content masterclass will make your on-line marketing successful.