How to Create a Content Marketing Strategy

By | August 17, 2019


Most of you already know by now how much I
love content marketing. I’ve been practicing it, preaching it, writing books on content
strategy and marketing since 2011. I believe in content marketing and a smart content strategy
because, simply put, it works. If you want to build a real audience online, content marketing
is a no-brainer. It is also one of the lowest cost – highest
return marketing avenues you could be using today. Just for example, SEO content leads,
the people that find your content through search, have a 14 to 16 percent close rate.
That’s conversions. Compare that to one or two percent which is a typical conversion
on an ad funnel. Through a smart content marketing strategy,
in just eight years, I’ve built a seven-figure digital agency. I haven’t had to show up to
an office, do any cold calling, build any complicated funnels, I haven’t even hosted
a single webinar to make sales for my agency. I even fired my commission sales rep three
years ago. Why? Content marketing works. It works better than any other avenue I’ve ever
tried. Our story of growth through content has really
gone around the web. Neil Patel has even featured it on his site, and we’ve been featured in
Forbes. But in today’s video, what I’m going to share with you is really important. Before
I got smart with my content strategy, my content marketing was actually a hot mess. I was in
this hamster wheel of just publishing, publishing, publishing with no tangible results. After
figuring out our content strategy and putting the right techniques in place, we increased
our income by over a hundred and fifty percent. Today’s video is all about the six content
strategy course I still use on a daily basis that helped us maintain a 6 figure monthly
presence completely through content marketing. Keep watching and learn how to build your
smartest content strategy yet. If you haven’t and you should, go hit that
subscribe button. I’ll wait. I love that you’re here and I want to see you keep coming around.
Before we get into the six content strategy course, let me paint a little picture for
you. From about 2011 when I started my agency to early 2016, I was struggling – it was a
hamster wheel. I wasn’t getting enough consistent income, I wasn’t getting enough leads, money
was tight, things were stressful, they looked good from the outside, we were making money
but it wasn’t consistent. I was putting in so much effort into my content and it just
didn’t seem like it was working. So fast forward to 2016. I decided that a
spray-and-pray approach was not going to be my style any longer. So I settled in, I stood
back, and I figured out how to be strategic. I spent so many late nights, I created surveys,
I got to know my audience better than I ever did before. I tested things, analyzed after
I tested, I walked away with a condensed set of steps that I really knew were going to
work and I put these in place. And today, years later, those six are still the foundation
of everything I do in content marketing. We no longer have to sell ourselves as an agency.
People find us and they contact us to buy our services. So let’s get into these six
content strategy course. Are you guys ready? Okay… here are all six at a glance. The
first one is knowing your content marketing fundamentals. Secondly, getting to know your
audience and then being able to connect that to the sales cycle. Thirdly, know your SEO,
your search engine optimization fundamentals. Fourth, build online authority consistently
over time. Number five, this is the place where you create content, not number one,
which is what I was doing back in the day. At this step, you can create content that
actually works to build your audience presence and revenue. And finally number six, for ongoing
success, you’re going to set a content budget, promote and maintain your content. Did I mention
that these aren’t shortcuts or overnight hacks? If anything, they’re a little bit more complicated
than probably what you’re doing with content marketing, but that’s because it’s critical
to put the right foundations in place so that you can have the success in the long run.
Okay… So let’s get into a little bit more about each one of these. The first one is
fundamentals, and this is not just knowledge. You have to actually do some work here to
build your foundation of a smart content strategy. It’s good to spend at least one week here
just to get things right. So a few things you need to do with this first step, your
fundamentals; know your topic area that you’re going to build concept within. If this is
for a client, know thiers. And this isn’t just your area of expertise, although that’s
where it should come from. It’s what your audience actually wants to hear about outside
of that. So let’s say you sell shoes. Don’t just talk about shoes on your blog. Leave
that for the product pages. When you’re creating valuable content, you want to create things
that your audience wants. So, how about a list of the best mobile fitness app, some
warm-up exercises for runners, a list of the best marathons in whatever city your audience
lives in? That’s how to know the topic areas to fit within. So go for your expertise and
then branch out to what your audience wants to hear about.
You should also know what I like to call your content differentiation factor. This is the
reason people click on your content. This is what makes you different. What is that
one thing that you’re going to uphold in your content that really makes you stand out?
Secondly, you need to get to know your audience and be able to connect them to that sales
cycle. So get to know your audience through real measures, right? Phone calls. Don’t just
leave a survey up to email. What they say in a survey can be very different from how
they actually feel, so you want to get inside their brain. And then once you have some personas
mapped out that are based on real and accurate information in your niche then you can connect
that to the sales cycle which are of course three steps: awareness and intent to decision
and evaluation all the way to that purchase and loyalty stage. So what kind of content
do you need to create at those stages? Thirdly, get to know your SEO, your search
engine optimization. This isn’t going to be a ton of knowledge building but it’s critical
for long-term content marketing success. SEO content is how we get 99% of our leads and
they come in on autopilot now. Know how to look up a good keyword, know what tools to
use, know how to write SEO content that works. Set up tools and time to consistently research
the right keywords. Number four, build online authority with a
content house. So this is a stage I teach because if you focus on your content house
which is your site, nobody can take away publishing rights, organic reach, etc. So don’t make
your primary place of publishing someone else’s platform. Never do that. Build your online
authority by having that content house, your site, and you’re going to see a lot more long-term
success. Everything you create for this house will be lasting and it’ll just domino over
time. Yes it’s harder at the beginning, it may feel like there are crickets, but over
time with consistency, this is how you’re going to win. Don’t build your content marketing
on someone else’s platform. Number five, this is where we create content
that works on a consistent schedule. So we have all of our other fundamentals right:
we know where we’re publishing, we know our audience, we know what kind of content to
create to attract the right people, we know our SEO, our keywords, we have the right tools
in our pocket, now it’s time to create content consistently. So get on a blogging schedule.
It usually takes anywhere from 12 to 18 months to see success in SEO rankings, traffic numbers
increasing, and even bottom line conversions when it comes to your website and your blog,
so blog consistently. For the past eight years, I block at a minimum of one post a week. And
we used to blog four to five times a week and that’s down to one per week because our
focus is quality not quantity, and we see so much better results from one really comprehensive,
amazing great piece of content than a bunch of pieces. And at this stage, you may need
to get some content support. Delegate so you’re not doing all the work. My writing agency,
Express Writers, handles hundreds of projects for marketers and agencies. So if you need
a writing team, definitely look into that so you can stay free to do the other important
parts of your business. Okay finally number six. This is how we’re
going to ensure the ongoing success of our content strategy and our content marketing.
So you need to set a content budget, know what you’re spending every month when it comes
to content. Have one in place so you are being consistent at your content. Number two, promote
the content you create on your site, your content house, to your list, your social media.
And number three, maintain your content over time for success. Clean up your house, keep
it tidy, keep it looking good in the search rankings. We have a ton of content at Express
Writers, over a thousand blogs by now. And one commitment I’ve made is that every new
blog that we publish, which is once a week, I update at least three old blogs for each
one post. And we see a lot of success from cleaning up old posts that are just sitting
there, ranking highly but don’t look as good as how we look today because quality evolves.
So go back to the older content, and you may see quicker success from your content results
through maintenance. Okay… So this was just a bird’s-eye view
of all six course. Like I said, these are not overnight hacks, they’re not quick tricks.
These are methodologies that if you put into place, you’re going to see content marketing
success. So I teach a free 60-minute master class on
these six course if you want more details. The link to that is contentstrategycourse.com/masterclass.
And how this is set up is as soon as you plug in your email, you’re going to get an email
with the video in your inbox. You don’t have to wait. You can click play and watch it right
away. I hope you liked today’s video. Don’t forget
to hit that subscribe button so I can see you back here. Did you see our new intro video?
That was drone footage that my husband took with me right here in Austin, Texas. What
you’re looking at is known as the Pennybacker Bridge. It’s a nickname for the bridge that
overlooks the loop 360 highway right here in Austin.
Hit that subscribe button and I’ll see you around.
��������HJ�������LNXZ������� ^ ` b � � � � H
R �����������������½��������������������|{vutmH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH ,R
T V
X z
| ~
� “$vx������BDln��2
4 v
x �
� �
� �
� �
� �
� �
� �
H�����������������������������������������~}xwmH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH -HJLN��*,drvz���� HPbdlrz�� 68��������&(�������������������������������������������~}xmH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH ,���
��������&(����`dl�����&(|~����������������������þ�������������������~}xsnmH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH *� PR��hjln����>@BD`b|~����*,������@DJ|������������������������������������������wvutB*mH
sH ph� B*ph�mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH ,����������������dfhj�������
BDFH��������h ��������������������þ�����������������|{vumH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH +h r ~ � � � � � � � !!!!!!8!:!x!z!|!~!�!�!�!�!
“”`”b”d”f”|”~”,#.#0#2##^#�#�#�#�#�#�#$�������������������Ŀ���������������������}|wvmH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH .$$$$�$�$�$�$�$�$�$�$%%j%l%&^&`&b&h&n&p&r&�&�&�&�&$’&’*’.’d’f’h’j'( (“($(�(�(�(�()����������������������������������������{zutmH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH ,))6)8)d)l)|)�)�)�)�)�)�)�)�)*****Z**^*n*�*�*�*�*,>j>l>n>v>�>�>�>�>*?,?.?0?D?F?�?�����������������������������������������~}xwmH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH -�?�?�?�[email protected]@[email protected]@[email protected]@�@�@”A$ADAFAHANA`AbAdAhA�A�A
BBBBHBJBLBPB�B�BC C�C�C�C�C�C�CDD�����������������½�������������������}|wvqmH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH +DlDnDpDrD^E`E�E�ENFPFRFTFtFvFxF~F�F�F�F�FG G”G$GDGFGXGZGfGhG�G�G�G�GHH�H�H�H�H
III���������������������������������������� zumH sH mH sH mH sH mH sH mH sH mH sH mH sH
mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH
mH sH mH sH mH sH +II�I�I�I�I�I�I JJ&J(J�J�J�J�J$K&K(K*KK�K�K�K�K�K�KLLL
L$L&L~L�L�L�L�L�L�L�L�L�LM�������������������Ŀ������������������� ~yxmH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH ,M M”M$MjMlMxMzM�M�M�M�M>[email protected]�N�N�N�N�N�N|O~O$P&P(P*PfPhPQQQ QQQQQxQ�Q�Q�Q�Q�Q�������������������Ŀ�������������������{vumH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH +�Q�Q�Q�Q�Q�QRRRRtRvR�R�R�R�RBSNSPSRSTS�S�S�S�S�S�S�S�S�S�S�S�S�S�S�S�S�ST
TTTTrTtT����������������þ����������������������{zytmH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH sH mH
sH mH sH mH sH ,tTvT�T�T�T�T�TUUUU8U:UpUrUtU�U�U�U�U[email protected]�XAY)���0�g��*�Ax�
�Times New RomanTimes New RomanC��SymbolSymbol?&��*�Cx� �ArialArialG&�����@ �CalibriCalibri;�z�(SimSun�[SO[�
Cambria MathCambria Math ���h�at��at��!�!%),.:;>?]}������ & 0 2 3 : !6″000 00
0000006�:�>�@�D�Z��^����� ������=�@��]�^���$([{��� 0
0000000Y�[�]����;�[����������0���)��$P���� ��� ��� ��� ��� ��� ��� ‘*02!����
�����0�( � ��>
�3���?#”����@��������Oh��+’��[email protected]�hpv� ��
��8�Redmi Note 5A PrimeRedmi Note 5A [email protected]@�O����@�O����WPS
Office���� !”#����%&'()��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������
��՜.��+,��0� PX`hpx����^`����^Normald��,CJmH sH nHtH_HOJPJQJ^JaJTA`����TDefault
Paragraph FontOJPJQJ^Jfi`����fTable Normal :V�4�
l4�a�OJPJQJ^J(k`����(No ListY)R H���h $),81�6R;�?DIM�QtTHX�X-./0123456789:;[email protected]�XAY)���0�g��*�Ax�
�Times New RomanTimes New RomanC��Sym

Leave a Reply

Your email address will not be published. Required fields are marked *