What is content marketing?
Most companies differentiate strongly between content and marketing. They perceive marketing as the distinct process by which they sell their content. (Note: content in this context can refer to any product and / or service). They believe that giving away content is a money-wasting exercise.
This thinking is counterintuitive. If your prospect does not have the opportunity to test your (higher quality) content, they have no means of evaluating its value and they have no reason to trust your value proposition.
When you think of your content, you should think of it in the following context:
- Free online content. Content to attract prospects, get subscribers, build your prospect list.
- Content of the relationship. Content to connect with prospects, build relationships. (Parade in motion).
- Content conversion. Content to make a product offer.
- Income content. Content that is your main product and / or service that generates income.
(Note that content 1-3 is usually a subset of your income content.)
Thinking of your content as marketing, as opposed to what your marketing sells, produces a significant paradigm shift. Shift your thinking from trying to “get” something to trying to “give” something.
Change your thinking FROM:
“How can I persuade or convince my potential client to give me their money?”
“How can I give my potential customer the highest value? How can I get them to leverage my knowledge and get some real-world experience? How do I use the content and get some results? Invest in some of my other stuff, They say YES because they TRUST you and have first-hand experience that your products work for them. “
Businesses that use content marketing build longer, trusting relationships with their prospects and customers, which translates to better conversion and higher marginal customer net worth.
Here is a 4 step process on how to use your content as marketing:
1- Move the freeline.
- Identify the most EMOTIONAL need or desire your prospect is experiencing.
- Create a free piece of content that helps your potential customer meet their needs as quickly as possible.
- Put the content in the package with the highest perceived value.
- Put it in the hands of as many people as you can to take it.
2- Build relationships.
- Make a list of the top 10 problems your prospects face. (Note that you focus on people’s problems, as people are generally more motivated to move away from pain than pleasure.)
- Create a “Relationship Content” snippet to help your prospects get results as quickly as possible.
- Structure this content in a high perceived value and easily absorbable format and give it away to potential customers (IE emails, PDFs, reports, audios, podcasts, videos, e-courses, etc.).
3- Convert sales.
- Focus on clients’ problems, frustrations, desires, goals, and continue to learn by asking questions.
- Start selling individual inquiries and move on to groups of 3, 5, 10 or more.
- Create a “conversion conversation” based on asking questions and matching your materials to the specific issues your prospects bring up.
- Based on your first 100 “Conversion Conversations,” create conversion literature that streamlines your sales process.
4- Lifetime value.
- Move your customers through your sales funnel using content for appeal.
- Continue to provide content about relationships and conversions throughout the life of your customer. IE Keep giving them content and value until the moment they ask you to stop.
- Remember that it is okay to ask your prospects and customers to buy from you. The delivery of valuable and free content creates a reciprocal obligation; Your prospects will feel compelled to buy from you to return the high value you provide.