Wondering what all the buzz is about when it comes to content marketing? In today’s episode of “Let’s Talk Video!” we’ll discuss how to make video content a centerpiece in your overall marketing strategy!
Today’s viewer question comes from Mark in Phoenix, AZ. He writes:
Dear Geffner Productions,
It seems like content marketing is such a popular term these days. I would like to know more about it and specifically hear your advice for using video content as a main feature for my business marketing campaign.
Great question, Mark. This one is right up our alley, so thanks for opening it up for discussion!
Watch the full episode below to see our answer:
So what is content marketing anyway?
According to Forbes Magazine contributor Jayson DeMers, “Content marketing is really about providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness, and positive sentiment. A successful content marketing campaign establishes you as an expert in your field, and that sets the groundwork for a long-term business relationship. Simply put, its primary focus is on building the relationship, not the hard sell.”
Serve First, Sell Later
In a nutshell, content marketing is creating content that your ideal audience is interested in learning about, in order to build a relationship with them. The intention is that by creating relevant content you will attract the people who are best suited to become prospective clients or customers of your products and services. However, there is no direct selling involved in content marketing. The focus is only to serve. However, in order to run a successful business you have to be profitable. There is actually a strategic reason for taking the time to create and publish valuable free content that serves your audience, but doesn’t directly ask for the sale.
According to Content Marketing Institute:
“The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”
But Does It Work?
Though it may sound counter-intuitive to some to offer valuable information for FREE when your main objective is to get people to pay you for your products and services, we know first hand that this strategy works. We’ve seen it in both our direct experience and in speaking to and studying many other entrepreneurs.
This is called “reciprocity” which we covered in a previous episode that you can watch here.
So what type of information should you be giving away as part of your content marketing strategy and how can you use video to deliver it?
We suggest you start by coming up with a list of the most common questions you get asked by potential or current clients and customers. Figure out what the things people regularly want your advice on. What do you spend the most time explaining or discussing? What information do you have that when shared gives people the biggest AHA moments?
Start With Research
Another way to come up with ideas is to do some research about what target keywords people are searching for online in your area of expertise and to create content that is congruent with that information. The Google Keyword Tool is free to use and is a great place to start.
Once you’ve got your list of ideas, questions, and keywords, create one video for each topic. After you’ve filmed and edited your videos, create a method to deliver them as a regular part of your content marketing strategy. This includes reaching out to your clients and customers by email, posting on social media, and building your blog.
Here are two great methods of delivery that we regularly encourage our clients to use.
1) a series of short tips videos that you can publish weekly to drive traffic back to your website. Or, 2) a weekly blog show that is designed to get into even more depth with your subject matter. Make sure that it also allows you to share your personality! This will create a deeper level of rapport with your viewers. With video content marketing, your goal is to educate your viewers. Get them to know, like, and trust you enough to want to do business with you. Video content marketing, if executed properly, can be an absolute game-changer for your business!
Thanks so much for your question, Mark. We really hope that advice helped!
If you got great value from the information in this video, please leave us a comment below. Tell us: what results have you gotten from using content marketing in YOUR business?
For more great tips and advice about online video production & strategy for the entrepreneur make sure you join our mailing list below to receive weekly blog show episodes like this one.
If you have a question that you’d like answered on an upcoming show, please email it to us at: LetsTalkVideo@GeffnerProductions.com