What we cover in Episode 23
How would you like to be ahead of the curve on how you can rethink your content marketing strategy? You know early adopters generally win, right?
In episode 23 we talk to Jimmy Daly about how you should stop thinking of your blog as a publication.
Instead, you should think about how you can:
1. Win the minds of your audience by creating content that acquires ‘silent traffic.’
2. Win the hearts of your audience by getting them excited by the mission and vision of your company.
We talk about how you can balance both of these approaches and how in the future companies may end up choosing one path over the other.
Enjoy the episode and happy growing.
Most companies want their blog to be a known publication. They want people to remember their blog and return to it regularly because their content stands out.
But, what if I told you it’s ok for people not to remember your blog? And that wanting your blog to stand out from the crowd is often the wrong goal for your content strategy.
An excellent goal for your blog is to generate ‘silent’ traffic. You create each post to attract traffic from the search engines. Every blog post is mapped to a group of keywords that have existing search traffic.Think about how efficient that approach to blogging is. It’s not one where you create a bunch of posts hoping that one works out and generates some traffic.
Instead, you commit fully to every post you create. You commit to it ranking for a specific group of keywords. You commit fully to creating a blog post that provides searches with everything they’re looking for and more. You commit to building a full promotion plan for each blog post that will be enough to rank it for the keywords your targeting.
That approach is about winning the minds of your audience. The content is tactical. It’s based on what your audience is searching for. It usually teaches them something or helps them to answer a question they have.
There is another bucket of content that’s focused on winning the hearts of your audience. It aims to attract people who are passionate about the same mission and vision as your company.
It’s the bucket of content that Jimmy calls “movement first.”
You create this content to speak with your tribe. It speaks to those people who share the same mission and vision as you.
It’s more difficult to measure the positive effects of this content. For example, one of Jimmy’s primary goals for this kind of content is to start a discussion among his target audience.
Here is the truth, as content marketing becomes more competitive, you may see more and more brands decide to invest in the bucket of content that fits their business best. They’ll choose to invest more heavily in one area vs. another.
The skillsets needed to create these buckets of content are different. The people who are masterful at winning the minds of an audience, might not be so proficient in winning the hearts.
There are a vast number of posts written on how to create a winning content marketing strategy. But, one of the most important is patience.
Most companies fail at content marketing because they’re unwilling to invest in it long enough. They pull the plug too early. As Scott says:
In most cases when content marketing fails in a company, it’s not because the people creating the content aren’t good, or the content they’re producing isn’t good; it’s because the company isn’t fully committed to it.
“I feel so strongly that usually when content marketing goes wrong, there are institutional problems that prevent excellent content from being produced. And it’s usually not that the people tasked with the content are bad at doing it.”
Aside from patience one of the best things you can do to give your content marketing strategy a better chance for success is documenting it. It’s something Jimmy as seen work time and again.
The podcast provides a more in-depth look at these topics, so if you enjoyed reading the above, please do give it a listen.
And until next time,
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