Style Switcher

Predefined Colors

Content Marketing 101 – Dominate Your Market On A Tight Budget (Marketing Strategy Template)

Hey everyone! Jason here, digital marketing consultant. And in this content marketing plan and guide,
you're going to be learning how to craft your own content marketing plan to sell your products
and services. And when you stick around to the end, I'll
be sharing with you, the number one content marketing mistake, I see a lot of our new
clients making that could lead to zero sales. So make sure you stick around for that. Timestamp table of contents in the description
to skip around this video, along with some other helpful links and playlist that I’ll
be talking about throughout this tutorial. So before we dive into those five steps, let's
define what the heck content marketing is.

So that we're all on the same page for creating
your plan. Now, content marketing is a process to educate
potential customers, to see the value in the product or service that you provide. Now, the key word here is, see the value. We'll get more into that in step number one,
but content in and of itself, has to be valuable because content marketing is not sales. Content is value, not sales. I can't stress that enough. That's not the big mistake. I'll get to the big mistake later, but really
content is value and this works for any medium. So if you're going to be doing blogging, you're
going to be doing videos or you're going to be doing a podcast, whatever medium you decide,
this content marketing plan is going to be helpful to you and making sure that your content
is valuable and actually helps pre-sell your product or service. And speaking of your product or service, that's
what we're going to start in, step number one, with the big problem. So your product or service solves a problem
or a series of problems for your ideal customer.

If you don't have an ideal customer profile,
link in the description to a video all about how to craft your perfect customer avatar,
but we won't dive into that here. We'll just take a look at the problems that
your product or service solves. So you want to write down three to four problems
that your product or service solves. And this helps us understand where someone
needs to be, in order to see the value in what you offer. After all, someone who doesn't have the problems
that your product or service solves, is it going to see value in your product or service
and is it going to buy it? So we need to know what our customers care
about or what they're looking to achieve as a result of purchasing our product or service.

So that's step number one. Step number two is taking a look at the experience
level or where our ideal customer is potentially on the journey of being at that point where
they can purchase your product or service. Now I'm going to go through an example because
I don't want to keep it too pie-in-the-sky here, but bear with me. Of all the potential customers you could target. Every single one of them is at a different
place or different experience level or is struggling with different things. So we want to make sure we're very clear on
what problems need to be solved before they purchase our product or service and how long
they've been on this journey. After all, someone who's been trying to lose
weight for three years is a very different customer than someone who has been trying
to lose weight for three weeks or three months, right? They each have a different level and set of
experiences. And so if we keep that in mind and we'll make
sure that we don't make content, that's too easy or basic, and we don't make content,
that's too advanced.

So let's go through a concrete example. Cause I know we're a little pie-in-the-sky
here. So take a look at this diagram and we'll walk
through how to figure out your customer’s experience level. So in this example, we'll be doing a YouTube
course and the problems that small YouTubers have is low views, low subscriber growth and
no ranked videos. So the second part of this, is figuring out
where they are in the process. If we want clients who are brand new, then
a piece of content titled how to rank your first YouTube video is going to make a whole
lot of sense, but this isn't going to appeal to someone who's been on YouTube for six months
and is struggling to rank their videos. So for that particular person, we'd want to
make a video titled how to re-rank your fallen videos or how to improve your ranked videos. This would make a lot more sense for someone
who's been six months down the road, because they've already tried to rank their first
video. And then finally, for someone who's over a
year old, maybe a piece of content on how to rank playlists or how to rank videos that
are over six months or a year old would make sense.

What's important here, is you're figuring
out where you can meet your ideal customer, where they are. In this particular example, we talked about
someone who is brand new to YouTube. We talked about someone who's been on YouTube
for six months and we've talked about someone who's been on YouTube for a year or more. All three of those people are different people
who would require a different piece of content, in order to move them towards buying a service
or product around growing their YouTube channel.

Now what's very important here, is content
marketing is not about convincing people. I think that's a big mistake a lot of new
marketers make. Content marketing is about meeting someone
where they are and helping them along that path, to be in a good position to purchase
your product or service. It's not about convincing people that your
way is the right way. So a really simple example of this, is if
you were selling a vegan cookbook, you're not going to go target a bunch of people who
are into paleo or meat eaters and try and convince them that vegan is the way to go. You would market to people who already believe,
that vegan is the right way to eat and sell the cookbook to them. Because one of the fastest ways to get a lot
of hate and burn a lot of ad dollars, if you wind up promoting your content is promoting
it to the wrong audience. You're not trying to create a new audience. You're trying to find where your customers
already are and meet them where they are and then help fill some content gaps.

And speaking of content gaps, that is step
number three to our process, making sure that our content is a full package of value. So that it can provide an “awe-ha” moment
to our potential customers. And that's really what we're trying to do. Because we don't just want to rehash the same
content, that they've seen elsewhere. We want to twist it in a way where we can
speak to them, in a fashion that they're not used to.

They haven't seen before. We want to be able to dive deeper into why
they care about the particular subject or a question that they have and speak to them
in a way that no one else has done before. And there's three simple questions to ask
yourself, when creating content and it's all starts with a question. This content frame is vital to making awesome,
valuable content for whatever medium you're going after. So let's go through that right now. So it all starts with a big question or user
intent. We want to know what questions are they asking. And of course, when we talked about experience
level and the roadblocks they might be facing, this is going to be really helpful. So we're going to stick with our YouTube example. For our example, here, we're going to be asking
the question, how do I get more views to my videos? This is what the potential customer's asking. Now this is common question new YouTubers
ask, and we have to take it a few steps further, in order to speak to them on a level nobody
else is.

So what we need to do is, think about why
does a YouTuber want more views? Because just getting views for the sake of
views, isn't really all that important to them. There's a reason that someone who is trying
to grow YouTube channel wants viewsW, take a step further and say, okay, why is this
so important? What's the results that they're ultimately
after? Where someone who wants views, they don't
want views. They actually want to grow their channel. They want more subscribers right. Now I know this seems super basic, but you'll
see how this all ties in together in the end. So stick with me here. Now this is as deep as you need to go with
this second question. If we were doing sales copy, we'd go a level
deeper and say, okay, why is having a YouTube channel so important to them, that gets into
sales copy stuff we don't have to worry about for our content.

So the third and final part is, what is their
perceived roadblocks? So we've asked the big question, what is the
big content gap that we're trying to fill for them? That's their question. Then we're saying, why is it actually important
to them? What are they actually trying to achieve as
a result of getting that question answered, and now what do they think? Not what you think, what do they think is
in the way of getting that result, that they want? And in most instances, for our example here,
it's going to be, “Oh, I have a small channel.” “I don't have an advertising budget” Or
“I can't compete with larger channels in my niche.” Okay, great.

Now, not only do we have a solid understanding
of what the main question, that we need to answer for our content is. We also understand some of the emotions behind
it. And so we can actually speak to those emotions
and be able to differentiate ourselves and show that we actually understand why this
is so important to them. So here's an example of how we tie this all
together. So for the title of our piece of content,
it could go something like this, how to get more views as a small channel. And then in parentheses, if you're under 500
subs or under 500 subs growth guide, and then in this particular instance, I'll just do
it for a video.

I would say something like in this video,
you're going to learn a video ranking strategy, that allows you to compete with larger channels
on YouTube, even if you have less than 500 subscribers. Now just saying, “Hey, in this video, you're
going to learn how to rank your videos. And here's one, two, three, four”, Okay,
that's great. They want to learn how to rank, but if you
take it a step further and say, this will allow you to compete with larger channels,
even if your channel is really small, or even if you don't have an advertising budget, this
is a perfect alternative strategy. All three of those are speaking to why they're
interested in ranking videos. And all of a sudden you've been able to connect
with them beyond just being the person that's telling them list ABCD on how to do something. And with that, you're ready to create your
content.

Now, step number four, to crafting a great
content marketing plan and making great content, is a soft call to action. This is very important when creating content,
you want to write the content first, go through the content frame, and then after your contents
all written, and if you're doing video, if you have your video outline your script, then
add your call to action for a lead magnet or a sales call. So here's two examples of how you could do
this. Number one, if you want to learn more, you
can check out our YouTube growth webinar here, or sound like too much work, book a free strategy
call and have us do the heavy lifting for you. So both of the calls to action should be to
a free offer. You shouldn't be directly going to a sale. There needs to be a buffer there because you
need to continue to warm up, that ideal customer.

So the key takeaway here is, to make sure
that all your calls to action are to a free offer that is on the path to purchasing your
product or service. Now the final step to crafting an awesome
content marketing plan, step number five is actually planning it out. And this is something that I have struggled
with personally, myself. And so I want to give you a couple of insights
after posting over 400 YouTube videos. And that is you want to batch your planning.

Now, irrespective of what medium you choose
for your content marketing, you need to be posting at least three times a week. You have to be consistent with your content
marketing, in order for it to be successful long term. And the best way to plan your content and
is to batch order it. So you're going to want to plan out all of
your content for the month. And this is really important because it allows
you during the month to just put your head down and focus on creating awesome content,
as opposed to having the anxiety of, “Oh, I don't know what type of content to make
next.” And trust me after posting 400 videos to this
channel, planning out ahead of time is going to save you a lot of headache and help you
create a lot more content faster.

So thank you so much for watching. If you're getting some value out of this video,
go ahead and hit that like button because now it's time for the big mistake, a lot of
new content marketers make. And this is holding back the golden nuggets. Look, if you need your content to be valuable,
it can't be disingenuous. Disingenuous content is something that your
ideal customers can see a mile away. You might be thinking you're clever by holding
something back or not adding a particular key part. But those people who actually care about the
topic that you're talking about, those people who are actually looking to buy, are going
to notice if you purposely hold back information. Now, if you feel like you can't make a piece
of content, without giving away some trade secret, then just don't make that piece of
content. Or don't talk about that subject. Or what you can do, is you can always go down
the experience level.

So if you don't want to reveal information,
that would be valuable to someone who is a year or two years into whatever they're doing. Then you can just make basic content. Because there is in whatever marketplace or
niche your topics you're talking about, there's a set of information that pretty much everybody,
but newbies know. So you can just focus on the newbie content,
if you're really concerned about giving away a trade secret. But for the most part, there's no harm in
giving away the golden nuggets, of whatever topic you're talking about. Because those DIY people, those people who
are just looking to do everything themselves, they aren't your ideal customer. So you don't have to worry about them taking
your information and doing it themselves, not purchasing your course or not purchasing
your coaching because your ideal customer wants to purchase a course. They want to purchase consulting or services. So you don't have to worry about those DIY
people. I think that's the number one mistake, I see
with new content marketers. They want to hold back the golden nuggets
because they're afraid of those five or six people who are actually going to take all
the information and run with it, and never do business.

Because those people aren't looking to buy
anything, anyway. The people who are looking to buy, are trying
to educate themselves so they can make a buying decision. And that's all your content is designed to
do. So if you found this video informative and
actionable, and you have a good sense of what you can do to create your own content marketing
plan. Comment below, if you have any questions. And of course, hit that like button and subscribe
for more in-depth content marketing tutorials and tactics, just like the ones covered in
this video. And until next time, keep building the business
you love..

Posted in JunkTagged , , , , , , , , , , , , , , ,

Post a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.