Content that answers questions and helps your target audience solve problems should be the foundation of your marketing strategy. The internet has completely changed the marketing game, making conventional marketing less effective every year.
You've got to be progressive in your marketing strategy and tactics and understand why content marketing in 2021 is vital to your success.
Content marketing is creating valuable, relevant content that answers questions and solves problems for your target audience. It is educational, not promotional. It helps you build a relationship with your prospects, so they like, know, and trust you and eventually become your customers.
Why use content marketing.
When was the last time you made a significant purchase from a company or a person you didn't trust?
Probably never, right?
When we spend a significant amount of money on a product or service, we want to know, like, and trust the person to whom we're handing our hard-earned cash.
As a coach, freelancer, or entrepreneur, the people making up your target audience feel the same way. They want to know, like, and trust you BEFORE they decide to become your customers.
Content marketing helps you develop a relationship with your target audience. It's an educational, non-promotional way to answer the burning questions they have and show them how to solve the unique problems they're facing.
When your prospects feel that you understand them, their problems, and their situations, they'll begin to know, like, and trust you. And many of them will become your customers.
What types of content should you create?
I enjoy the freedom content marketing gives me for my business. I get to choose what type of content to create. Since I love writing, most of my content are posts and articles.
However, I've also had great success with my YouTube channel. For example, I created this video, "Being A Medical Sales Rep - 4 Facts You Need To Know," back in 2017. It has almost 120,000 views and gets new subscribers to my YouTube channel every month.
What form of content do you want to create? You decide, but here are some suggestions for you.
- Email newsletters.
- Website articles.
- Blog posts—either your blog or guest posts.
- Videos, webinars, and podcasts.
- White papers and ebooks.
Besides website articles and blog posts like this one you're reading right now, I also use email to engage with my target audience. Email marketing is an effective way to share my ideas, connect with my audience, and earn an income.
How often should you create content?
This question comes up over and over again. If you're a solo-preneur like me, it's an important one to answer because you've got lots of other things to handle besides creating content.
If you're an established coach, you've got to have time for prospecting, discovery calls with prospects, coaching calls with clients, budgeting, advertising, social media.
You should spend most of your time working "on" your business, not "in" it, but that will limit the amount of time you can use to create content.
Based on my research for this post, to get a healthy amount of organic traffic in the shortest time possible, you should be posting new content 2 or more times per week.
Alex Chris is the owner of CalorieSecrets.com. His content creation strategy started with 3 posts per week, Monday, Wednesday, and Friday. His website hit 100,000 visits per month at the 12-month mark, and there were 184 published posts by that time. That's an average of 3.5 posts per week.
Neil Patel wanted to achieve 100,000 visits per month on neilpatel.com. He started posting twice per week, and he hit his goal in less than a year.
With this site, I'm shooting for 3 posts per week to grow site visitors to 100,000 as quickly as is humanly possible. My goal is to do so without any paid advertising and relying on organic traffic from search and social media posting.
Regardless of how often you're going to create fresh content, it needs to be high-quality if you want it to rank well on Google and build trust with your audience.
Your content reflects on you, so it needs to be high-quality and demonstrate your professionalism. There's nothing worse than being on a website/blog where it's clear the owner out-sourced content creation to unskilled writers. Therefore, if you decide on out-sourcing your content creation, be sure you hire a professional writer.
Kraft/Heinz effectively uses content marketing in 2021.
"The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go." (Source)
Kraft knows how to leverage data it collects from millions of subscribers to its print and online platform. The company's My Food and Family online magazine provides high-value content that keeps subscribers coming back again and again with sections on their site for:
- Tips and Ideas
- Healthy Living
Kraft's recipes section includes:
- Meal Recipes
- Regional & Cultural Recipes
- Holiday & Special Occasion Recipes
- Recipes by Ingredient
Kraft's Healthy Living section includes:
- Healthy Living Tips
- Lifestyle Tips
- Nutrition Tips
- Special Diets
- Healthy Living Center
This is relationship building at its best. And besides helping Kraft build trust with its audience, this strategy enables the company to create content four times more effective than most targeted media buys, according to the Content Marketing Institute.
Content marketing is good for your customers and business.
3 key benefits make content marketing in 2021vital for you and your business:
- Engaged and loyal customers.
- Cost savings over traditional media advertising.
- Increased sales.
You can see what makes content marketing so appealing in an environment where companies send out thousands of marketing messages per person per day. I encourage you to ask yourself the following 3 questions.
- What if your prospects and customers looked forward to receiving your marketing content and spent 10, 20, or 30 minutes engaged with it?
- What if they shared it with their peers because it is relevant to them and therefore of high-value?
- How would your business and branding improve if you had a solid content marketing plan in place and executed on that plan?