Content marketing appears to be misunderstood as a traffic strategy for the small businessperson. You see, the large businesses are using article marketing. Consistently. Across the board. They’re hiring folks and raising up departments to get content marketing traffic. They’re using articles, blog posts, slideshares, youtube, pinterest, their personal sites, their very own sister sites, and a number of other iterations of content marketing, to drive prospect engagement, new prospect visits, and repeat prospect visits.
First, what’s content marketing? Content marketing and advertising is the process of using content online as a means to entice prospects to a site. Content may be written, audio, or perhaps visual. The written content might be blog posts, articles, replies in question sites, powerpoint presentations, forum participation, and also written content on social networking websites like facebook. Audio content might be podcasts or perhaps mp3s available for listening on the web. Visual content are videos, pictures with diagrams, photographs, flowcharts, or perhaps drawings. When that content can be used to create new prospects, or perhaps reactivate old prospects, to go to the intended companies’ site, that’s content marketing.
Content marketing and advertising is able to happen unintentionally and/or by accident, meaning that at times a company might write content as responses or blog posts on facebook to questions by prospects, and that content starts to attract various other prospects to the companies’ site, without that being the objective of the business. In reality, a lot of the content marketing online being done today is most likely unintentional. But it’s content marketing nonetheless.
But the true power of content marketing comes about when a company recognizes exactly where the visitors of theirs and prospects are finding the content of theirs, or perhaps when they realize where prospects are searching for content online about the topic of theirs, and they start to intentionally create content for the goal of attracting prospects or perhaps repeat visitors to their website(s).
When this occurs, and also some standardization of the quantity of brand new sales or brand new prospects are available because of a certain piece of content marketing, then the company has got the chance to grow fast, at the pace at which their prospect generation along with sales are able to keep up with their content marketing.
For instance, imagine a business realizes that every time it posts a new blog post on its’ site, it receives hundred new visitors, which turn into ten new subscribers, which turn into three brand new buyers that are each worth hundred dolars in revenue. It means that the typical blog post the company produces warrants $300 in revenue.
Once this metric is established, the company can then figure out what it’s really worth to produce the revenue. Perhaps the budget calls for a ten % “advertising” cost related to new revenue. At a $300 revenue point per blog post, this allows the company to invest thirty dolars per blog post. Part of that investment might go towards the actual writing of the article, part of that investment might go towards the maintenance or perhaps development of the blog itself, and part of that investment might go towards helping the blog post interact with all the prospects online, in places in which their ideal target prospects congregate.
This spread might be something as this:
fifteen dolars – blog post writer
five dolars – maintenance and development of blog
ten dolars – promotion of the blog in places where prospects congregate online
Needless to say this’s a merely an allocation of dollars, and these potential numbers aren’t dependent on the writing of one blog post. This may be a 1,000 blog post commitment, which may mean a $15,000 investment in writing, a $5,000 investment in the development and upkeep of the blog (per 1,000 blog posts) and a $10,000 investment in a human or perhaps collection of humans who work cooperatively on this as a tiny proportion of their overall workload in the company, helping the blog posts interact with some other content online in ways that get it into the places online where companies’ prospects are likely to congregate and interact.
Once these budgets are made and seem to be reasonable, the work can easily begin. Naturally, this’s merely one content interaction. For instance, every blog post may be repurposed as a slide share, as the content for a youtube video, as the script for a podcast or perhaps mp3 recording, etc. Because the original price of creating the words themselves (the core component of the content) has been covered, the investment in the following content sourced from an original created piece of content diminishes over time.
For instance, those same 1,000 articles could be repurposed into slideshares at a price of, $2,000, perhaps, when done in house as well as in an assembly line fashion. Having someone voice over those slideshares to create youtubes might involve another three dolars per video, possibly costing $3,000 for the youtubes. The audio track from the youtubes can be spun off as a podcast for an extra, let us say, $3,000. And so looking at this particular example, a business may have the ability to create 1,000 blog posts, 1,000 slideshares, 1,000 youtubes, and 1,000 podcasts for, maybe, $38,000 per 4000 units of content, bringing the cost per actual cost of content down to under ten dolars per touch. When these content pieces are interacted and used in concert to create on the web momentum, the effect in terms of revenue and visitors could be multiples of the original budgeted consideration of $30,000.
Naturally, these’re all hypothetical numbers, and are given just as a visible representation of the possibilities that are present when a reasonable sized initial content marketing strategy is envisioned.
The bottom line in today’s marketplace is the fact that a strategy like the one just described is starting to be increasingly more common, and is being seen more frequently as well.
Up to now, what I’ve only shared appears to simplify content marketing. But, I think that is exactly what the industry wants. I believe that content marketing and advertising has been over complexified, and in so doing, has made it something that companies are possibly hesitant to complete until they see measurable results. But until a genuine roll out of content marketing is put into place in the companies of theirs, they’re not likely to see a return on investment. Content marketing and advertising is a feature that performs best when it’s done in volume, regularly over time, with an extended commitment window.
Consider a content marketing engagement commitment of 1,000 blog posts over the course of one year. That is around four blog posts each day, and in even a tiny company with four employees, if each employee were simply enlisted to create one (one) 500 word blog post each day, at the conclusion of one season, there’d 1,000 blog posts on your business site, or perhaps 250 blog posts on all of your companies’ four blogs or perhaps sites.
Next, if each short article were converted to a powerpoint and uploaded as a slideshare, a method which takes just minutes each day per powerpoint, meaning aproximatelly 10 15 minutes each day to transform all four blog posts into slideshares, the business of yours will have 1,000 slideshares at the conclusion of one year.
And so much we’re just talking about a fifteen minute investment per employee, and the extra 10 15 minute investment by another person to help make the conversion from blog post to slideshare.
With such small amounts of time, and knowing real world statistics of just how much time is lost every day to time management inefficiences, poor communication, and the like, this’s one thing which could likely be put into a small business without any real extra cost to achieve.
Naturally, in case your business begins to see a ROI on this small amount of investment, and chooses to rise to a goal of 10,000 blog posts per year, rather than 1,000, and then probably the possibility exists to think about creating a “blog post” or perhaps “content marketing” department. Nevertheless, it may be wise, instead, to simply call for each employee of the business to create one piece each day, as this will keep the pool of info as broad as they can, and also provides a much deeper spread of new insight and information. Perhaps a department can be put into simply screen, filter, and alter the blog posts submitted by the different departments and workers, rather than having the “content marketing” department actually creating the content, but instead serving as a functionary role, implementing the publication, dissemination, and promotion of the content.
Maybe someone in the company enjoys talking and has a decent sounding voice (I imagine nearly anyone in the company could qualify), and is probably under employed in the current department of his. He could simply voice over the slideshares created by the “slideshare” employee, and turn those slideshares now into youtube videos. Imagine a business with a presence of 10,000 youtube videos, all done within a one – year time span. And in order to create 10,000 youtubes in one year will require forty each day, for 250 working days per year. This’s a number which may be easily voice overed by 1 2 employees each day, and would probably produce an impressive ROI when done properly.
Up to now, you are able to see the possibilities which might exist for The company of yours. Maybe your business is small, and needs to start at first with a 1,000 blog post commitment more than one year. Or perhaps your organization is bigger, however, not prepared to commit to 10,000 blog posts each year, but rather decide to split the order, and create a goal of 5,000 blog posts. Or perhaps possibly you’re a bigger company, and you understand that your organization probably has the spare talent to produce as much as 20,000 to 50,000, or perhaps even 100,000 blog posts in a year, with matching slideshares and youtubes.
And this only scratches the surface area of the possibility window. Each blog post, youtube, or slideshare could be independently promoted via social networking channels, like facebook, or pinterest, linkedin, or perhaps advertised specifically on sites which are present in your companies’ topic space online.
With tracking and analytics installed on each content piece, ROI per blog post, slideshare, and youtube could be determined. This lets you next choose to re promote profitable content pieces, for instance, promoting profitable pieces in facebook’s PPC department, having youtube advertising in place which promotes your targeted videos in targeted keyword searches for relevant key terms which feature in the specific youtube videos of yours, and other content dissemination pointing to these key pieces of profitable content, like instagram, linkedin, along with other social media dissemination sites. At this point, you need to be seeing that the possibilities are virtually limitless, and are able to be improved at as fast a speed as you are able to expand the web footprint of yours!
At this stage, my guess is that your mind is bouncing about, excited about the possibilities with content marketing. And naturally, you are able to begin as tiny as you want, and grow as quickly as you wish, and be profitable at all points along the way.
The next step of yours is to merely get started!