How to Build Your Content Marketing Strategy

https://www.youtube.com/watch?v=NurWsgwnSmE

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Our company used content marketing to generate over 5 million visitors to our website over
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the last three years now we're getting over 200 000 monthly website visitors to our site
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through content marketing but i've noticed a lot of people i talk to still don't
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fully understand what content marketing really is and why they should be using it while
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i love to save all the traffic leads and sales for myself
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i can't not only is it not practical but fortunately i'm in the business of helping
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businesses grow and for that reason solely i'm taking this video to fully answer
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the question of what is content marketing hi my name is sherman today i'm going to
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fully define what content marketing is tell you why it's the
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best way to grow your business why most companies fail and my top tips for success i'm a
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practitioner of content marketing i've done it to grow my own company and other companies as well and i've
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already watched all the other videos on youtube on this topic and honestly i'm not too
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impressed if you watch this full video i promise you that you will not
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have to search for another answer on what content marketing is after watching this video there should
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be nothing else to do but to get to work so go ahead and give this video a thumbs up
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and subscribe to our channel so you don't miss out on future videos that will help your
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business grow now let's begin instead of babbling about what content marketing is
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i'd rather give you an example of content marketing from a customer's perspective let me show you
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how content marketing convinced me to buy someone else's product if you can fully understand this example then
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you'll fully understand the power of content marketing so let's jump right into it
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five years ago i got into a really bad car accident i got rear-ended in a
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four-car car crash as a result of the crash i got two hearing aided discs in my bed i had
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nagging back pain ever since over the years i saw many chiropractors
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physical therapists massage therapists you name it i probably tried it but none of that
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stuff worked so a few months ago when my back pain came back i found myself on youtube searching for
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ways to alleviate my back pain again i saw videos that i liked i saw some videos that i didn't like but one
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channel i liked in particular was called bob and brad i was going to show you how to
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die diy these guys were very funny informative and had a ton of videos
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on this topic after watching a few videos they referenced a book to read so that i can
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fully understand how my back works so i immediately purchased it not knowing that it was the trust
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i had developed for them through their videos that led to me buying it and i got the book
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and i literally read it in about three to four hours from front to back it was short and extremely valuable the
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information was gold i've never encountered the information before
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it empowered me to take control over my back issues immediately they broke down the anatomy of my back
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how poor posture contributes to my back pain and taught me how to reverse it in addition to these diy solutions they
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also reference products along the way that can help me with my back pain
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such as this lumbar support cushion it made so much sense that i immediately bought it i didn't look at any
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competitors i didn't care if there were cheaper options i wanted to buy it
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directly from the author of this book so that i can get the results that he talked about
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over time i saw my back issues resolved and i bought several more of the author's books on other issues
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like neck pain and knee pain books for my family and friends i've advocated for this author
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and they don't even know who i am and that my friends is the power of content marketing
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now let's define it what is content marketing content marketing is the use of content to market your
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business content is anything that you create that users interact with blogs videos
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infographics social media posts downloadable pdfs and so on
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content is the way that people get to know your business in a non-invasive way they consume your content trust you as
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an authority and are more likely to do business with you as a result this sounds
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so simple right why then is content marketing so hard for most people to grasp in
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their business why isn't content marketing the sexiest and most popular
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form of marketing today why aren't you using content marketing to grow your business
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i'll tell you it's probably because content marketing is very slow to work and sometimes
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tricky to measure let's use the example that i just provided i spent about 250 on products from the author of that book
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i just told you about let's say for example the author spent ten thousand dollars
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to make that piece of content let's also say that in three months ten customers did the exact same thing
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that i did they read the book and spent two hundred and fifty dollars that's twenty five hundred dollars in revenue
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and sadly most people i know will look at this and say i spent ten thousand dollars
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only made twenty five hundred dollars hmm yeah the numbers aren't adding up here sherman
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let's cut that off they choose a very short window to measure roi and fail to realize the long-term impact
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of content it works kind of like a snowball effect if 300 people made that same purchase that
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i did over two years and that company would have made 75 000 from a mere 10 000
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investment that's why most companies fail the reason why most companies fail at
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content marketing is because they take a short term mentality towards it they want it to
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work in three months or six months and when it doesn't
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they give up but i'm here today to tell you that content is king content lives forever so
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looking at a one month or three month window or sometimes even a six month
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window of roi from content marketing is simply immature for the example i use i don't
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see this same book being any less relevant in the next 10 years and guess what the
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first edition of this book was released in 1980 that's over 40 years ago the author
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passed away and is still making money from this book and i promise i'm not making
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this up so hopefully this example teaches you the power of content marketing and how
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it can motivate people to buy your stuff content marketing is not new
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and has been the way of marketing for decades the only thing that has changed is the internet the internet has shifted
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the power of content from publishers to anyone who wishes to create it just think about
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television for example the tv show you watch is content the ads that run in between are the companies who are
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trying to monetize the attention on that content advertisers choose networks and events
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like the super bowl for example to advertise to their desired audience they're trying to advertise
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on programs like this related to their offering hints this is why companies like nike and
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adidas sponsor major sporting events the sporting event itself is the content that drives massive
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attention and they advertise in between to capitalize on that attention
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how does the internet provide an advantage to businesses the internet has provided everyone the
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opportunity to create and distribute content your business can create the content
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that drives massive attention and even better you can design it to relate precisely to
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the products and services that you offer resulting in an even greater conversion rate than
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any form of advertising that you can do when people trust your content and associate you as an expert you
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effectively eliminate your competition things like pricing don't matter anymore your customers
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don't have to evaluate every single product in the market to make a decision anymore
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people genuinely want to work with you because they trust you period and when you reach
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that level of success in your business you become unbeatable from a marketing perspective and this is
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why content marketing is the most effective form of marketing
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that exists today look this isn't an idea the statistics already proved the theory all it takes
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is a few google searches to see that content marketing is 10 times cheaper than
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any form of paid advertising today all it takes is a long-term commitment on your end and the right content
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marketing strategy but what exactly is a content marketing strategy
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a content marketing strategy is a clear plan of action to market your content you can create it by doing
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the following number one determine your brand story the hardest part of content marketing is
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figuring out what in the world you're going to talk about the easiest way to do this is to just
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think about the reason why you started your company what is your why or just simply think about the problems
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your product saw write it out write out all the pain points your customers have
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that might lead to them buying your products or services think about all the questions that people ask you
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before they buy your product your customers problems and goals should be the focus of the
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content you will create after all they are the ones you're trying to help number two develop
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quality content everyone thinks they have to create a million pieces of content to be successful at content
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marketing you don't what you need is quality content there's already evidence that there's over
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2.5 million pieces of content being published every single day and these are blogs
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according to wordpress trust me the world is not hurting for more content what they want
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is quality content quality content offers a unique perspective
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and undeniable value don't let this stress you out though all the quality is right here in your
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brain that's right as the business owner you're the subject matter expert already all you have to do
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is take your expertise and show people your perspective imagine going to bmw and talking
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directly to the person who designed a bmw vehicle you probably get more value talking directly to the owner
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than you would talking to someone who just started last week if you can get as involved in your
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content strategy as possible you're the subject matter expert you are who your customers want to hear from
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you are the quality in your content that doesn't mean you have to produce all of your content in fact many people
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don't i could go on and on about how the biggest celebrities and influencers don't even
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write their own books but what it does mean is that you should set the stage for your content
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just give high level direction for example share case studies with your content
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team about how you help someone get from point a to point b at a minimum you need to
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demonstrate your expertise through your content in order to create value then and only then will
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your content be considered quality content step number three include offers at every stage
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of your content every piece of quality content should move people closer to doing business with you for
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example social media posts eventually should lead people
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to your website or to your blog and your blog post should eventually lead readers to
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subscribe to your email list and your email list should eventually lead people
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back to your website to buy your stuff you can do this by creating value at every stage of your
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content don't just tell people to join your email list include a related offer
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at every stage of your valuable content give people something in exchange for deepening their level of engagement
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with your company and this doesn't have to be a 100 page ebook it can be as simple as a two to three
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page guide or checklist that re-emphasizes the major points
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of your prior content or goes just one step further step number four promote your content
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you will fall flat on your face if you produce great content
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that nobody sees you must make sure that people see your content if you're starting from the ground up then you'll
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probably have to start with some type of advertising for example you can use social media ads like
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boosted facebook posts or promoted tweets to promote your content and over time
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this will lead to more blog traffic in which you can encourage people to join your email list for more
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valuable content in the future promoting your content will become very inexpensive once you accumulate a
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large amount of email subscribers and or social media followers once you do
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you can rely more on those assets and less on advertising to grow your brand so those are my biggest tips to
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leverage content marketing to grow your business now let's bring everything home we
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talked about what is content marketing content marketing is the use of content to market your business this consists of
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any type of material your company creates like blogs ebooks social media posts and so on why
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is content marketing the best form of marketing is because it eliminates your competition builds
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undeniable trust and is 10 times cheaper than traditional forms of advertising
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over the long term how can you get started with content marketing by first determining your brand story developing
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quality content adding value at each stage of your content and
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making sure that people actually see it to learn more about content marketing or other forms of marketing to grow your
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business please subscribe to our channel and if you took away just one thing from this video
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then please help me out by giving this video a thumbs up thank you for watching and i look forward to talking to you
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soon [Music] you

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