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content marketing plan Tag

Er, what should I say about my business on social media?

Here at Focal Point, we frequently talk to business owners and managers tasked with using social media as a part of their overall marketing plan. Often these folks can pull up their latest Twitter feed, link to YouTube, post on their Facebook page, and download their LinkedIN updates, but just aren’t very sure what to say when it comes to business use.

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How to: Deliver the 1-2 Content Marketing Punch

My last 2 posts really got me thinking about the 2 different types of posts that should be a part of every content marketing plan.  I often think businesses publish these 2 types of posts naturally, but don’t take the time to think about the strategy behind it and set realistic expectations.  Let me explain how using these posts right way can be just the 1-2 content marketing punch you’re looking for…

The Easy to Follow Content Plan for New Bloggers post I published a couple of weeks ago, is one that will never “expire.”  It’s what many marketers like to call “evergreen” content.  While my post from last week about my 5 of My Favorite Super Bowl Ads is definitely a post with a shelf-life.  Both types of posts are equally important to any effective content marketing plan and it’s important to understand that ahead of time.  To explain, I will dive deeper into each type of content and offer up some tips for making it all come together.

What Is Evergreen Content?

Evergreen content has no expiration date.  It’s always relevant no matter the day, month or year.  For example, let’s say you are an auto mechanic.  As part of your content marketing plan, you’ve decided to create a series of how-to videos.  two of those videos happen to be: how to change a flat tire and how to jump start a car.  This content is evergreen content.  Fundamentally, these two things are never really going to change.  Furthermore, a potential customer could need help changing a tire or jump starting a car on any given day of the year.  The shelf-life of this helpful content is potentially forever.

What Is Shelf-Life Content?

Shelf-life content is seasonal/cyclical in nature and/or has an expiration date.  For example, let’s say that same auto mechanic also included in the content marketing plan a video covering winter driving tips and other about ways to keep your car cooler in the summer.  Both of these could be very useful posts, however, they both will also be very seasonal posts.  When it’s summer, odds are that winter driving tips videos isn’t going to get very many views.  But when winter rolls around, the summer video is going to be more popular.

Both Types of Content Are Equally Important

The question I get asked quite often when having this discussion is: which type of content should I invest my time and money in producing?  My answer is always both.  It doesn’t matter if we are talking about video content, email campaigns, or even infographics – in order to deliver the 1-2 content marketing knockout punch you need to have both.

Here’s why: content marketing is a marathon, not a sprint.  But it sure does help if you’re able to sprint every other mile.  Pretty crazy analogy, I know, but not taking into account the elite athletes who sprint the whole thing – could you imagine if the everyday runner was able to do that?  Well that’s what having both types of content is like.

You see, for a business it makes sense to consistently publish helpful, evergreen content week after week.  But where you might really see the big spikes in sales or traffic will be around the shelf-life content.  Maybe it’s a Valentine’s Day campaign with a huge sale that really drives revenue in the month of February.  Or maybe every year Christmas time is absolutely critical to the success of the business.  All year long you’ve built the relationships, established trust and educated your potential customers.  By the time these key dates on the calendar roll around, you’ve got a bigger email list, larger social media following the marathon becomes a sprint you can win by accelerating sales like never before.

Ready to Start Your Content Marketing Plan?  Get in touch with me today!

3 Quick Content Creation Tips

So now that you know the importance of the 1-2 content marketing punch, here are 4 quick tips that are sure to help with creating both evergreen and shelf-life content.

1. Change Your Environment

Whether it’s writing a blog post, planning a video production or brainstorming a social media marketing campaign – we all get into a rut sometimes.  I’ve found that more times than not, it’s just a matter of changing up your environment.  Get out of the office, go to a coffee shop, try working in the morning or later at night.  Whatever the normal routine is, breaking free from it is often just the change of pace you need.

 2. Have Monthly or Quarterly Themes

This can greatly help to simplify things.  By planning ahead about the type of content that will be created, it’s easy to determine which pieces should be evergreen and which should have a shelf-life.

3. Answer Questions

Open your email and look at the last 4-5 questions you answered from clients or prospects.  Is it possible to turn those questions and answers into blog posts, videos, etc.  Each one could probably be classified as evergreen or shelf-life content and can easily fit into your content marketing plan.   Need more questions to answer, check out Quora, Reddit, Inbound.org, etc.

SEO TIP:  over half of all search queries use 3 words or more.  This means people are searching for answers to questions.

Need Help with Your Content Marketing Plan?  Contact me to help develop a strategy that makes sense.   

* Muhammad Ali photo from Huffington Post

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Educating Your Prospects for FREE Makes Them Better PAYING Customers

Everybody wants somethings for free, but businesses need to make money to, well, stay in business.  So what if I told you that giving away free information to your prospects actually results in better paying customers?  Would you believe it?  In fact, as a business, giving away free information might be one of your best content marketing strategies.  Let me explain…

Your Customers Want To Feel Empowered.

They’re reading online reviews, watching how-to videos and listening to podcasts.  And they’re spending more time doing these things prior to purchase than ever before.  A large part of your marketing strategy when it comes to content development should be putting a plan in place to educate your customers by providing them with free information.  The reason why is simple – if your prospects/customers don’t find you when doing this type of research, they’re going to find “someone else.”  That “someone else” is going to be your competition.  Let’s jump right into a couple of case studies to show you what I mean.

Case Study: Lowe’s Fix In Six

One of my favorite examples of a business that does a great job of educating its prospects and turning them into customers is Lowe’s.  Just take a look at this Vine video…

Pretty cool, huh?  Who knew that real mayo could help remove wood stains?  Side note – I haven’t actually tested this yet, but I am taking Lowe’s word for it.  Now that’s some pretty useful information.  Information that doesn’t really directly make Lowe’s any money (last time I checked they didn’t sell mayo at Lowe’s), but indirectly goes a long way at establishing them as the authority in home improvement projects.  While it’s just 6 secs in length, I am willing to bet a few hours (if not more) went into planning and shooting just this one video.  This type of video marketing is clever and resonates well with customers.  It’s no secret that people don’t like being sold to.  But what they do like are helpful solutions like an easy way to remove water stains from wood and they’ll remember the company that published this info.  Not only will they remember it, but they will share it with others.  Furthermore, the types of people searching for and watching videos like this one are….BINGO….you guessed it….people who like to do home improvement projects AKA Lowe’s target market!

Case Study: Pampers

Let’s completely shift gears from home improvement to baby care.  Pampers has a content marketing strategy that includes producing videos which showcase quick and easy baby tips.  These short videos cover basic topics that new parents are sure to be searching for such as tips for traveling with a baby or how to get your baby into a sleep routine.  While Pampers products are shown during the videos, there is not a hard sell. Again, it’s about being the brand that puts the information out there that your customers want and need – especially during a time when they might be establishing brand loyalty for a necessary item like diapers.  Take a look…

Develop A Content Marketing Plan To Put This Into Action

Now, it’s time to put these tips into action and develop a content marketing strategy that will help move your business forward.  Here’s how to get started…

  1. Log into Google Analytics or whatever analytics platform you use.
  2. Drill down to the report showing the keywords driving organic traffic (in Google Analytics it’s under Acquisition->Keywords->Organic).
  3. Use the search feature within that report to find keyword phrases using words such as “how,” “what,” “why,” etc.
  4. Write down the top 5 keyword phrases within each of these searches.

So, what happens next?  First you must realize that in just those few minutes you have uncovered the golden nuggets of your business. These are the questions or problems that people finding your site are trying to answer/solve.  If you can help prospects easily find the answers and possibly even expand upon each one with other variations then you are establishing trust.  And once you’ve earned their trust, it’s far easier to earn their business.

How do you go about answering these questions?  Contact us and we will help you develop a content marketing strategy to do just that!

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