5 Most Important Things

Matt Fenn ,


Everyone's busy. There are always too many things to do and not enough time to do them in. That's life.

You probably know that you should be using content marketing and social media to drive targeted website traffic and lead generation.

You know that the cost per lead is lower and you'd be investing in your website's search optimisation. Which would give you a long term return on your content investment.

But where do you start?

It's bewildering. I know.

In fact. Last week I was in a meeting and after a couple of hours of explaining how all of this stuff fits together, my client said. "Matt, I just need the 5 most important things."

"5 things?" I finally stopped talking and took a sip of my coffee.

"What 5 things should I do to get going?" he said. "I can't do all of this stuff straight away, what are the 5 most important things. I could do that."

Good question.

I sat and thought about it, I'd been banging on about all of the things you could do.. (probably for too long!)

The central idea of which is that you're creating content to solve your customers pain points..

What would you do?

With an air of self-referential smarty-pants smugness I said "David, I'll write you a blog article." Swooshed my cape and left. Okay, so I didn't swoosh my cape (or leave).

Anyway, here we are. I've broken down a content marketing campaign into 5 steps designed to target real needs, provide valuable content, promote the content and measure the effectiveness in terms of leads, SEO and social uplift.

So here we go..

1. Wear your customers shoes.

Get to grips their problems until you see how you make their lives easier. Hold on to that, it's where your business lives, and it's what we'll be communicating.

2. Write a useful guide.

Thinking about your customers and the problems you can help them solve; write a useful guide, one that tells them whatever they need to know to make a good decision.

Turn it into a PDF ebook and put it on your website.

While you're writing the guide, jot down the key points and over the coming months write a series of blog posts based upon these key points. Link to the ebook from each blog article.

3. Share and encourage others.

Include sharing widgets in your blog and on the landing page for your free ebook, these will encourage visitors to promote your content to their networks.

While you're writing each blog post, jot down the key points for each article and tweet them over a few weeks with links back to your blog post.

4. Measure success.

Set up your analytics package to count ebook downloads as a conversion point for your website, measure the number of subscribers you have for your blog.

Measure the number of inbound links to your website in Google Webmaster.

Capture the contact details of those that download your ebook and manage them as leads.

5. Rinse and repeat.

Understand that this is a long term strategy. You can run a good piece of content for a long time, but doing this at least once will give you an understanding of the mechanism.

Monitoring leads generated, inbound links, follows and likes will let you see the impact of good quality targeted content.

Once you have generated a number of pieces of content you will be able to see which performs better in driving traffic and leads.

There they are, the 5 most important things for content marketing.

Everyone's busy. There are always too many things to do and not enough time to do them in. That's life.

You probably know that you should be using content marketing and social media to drive targeted website traffic and lead generation.

You know that the cost per lead is lower and you'd be investing in your website's search optimisation. Which would give you a long term return on your content investment.

But where do you start?

It's bewildering. I know.

In fact. Last week I was in a meeting and after a couple of hours of explaining how all of this stuff fits together, my client said. "Matt, I just need the 5 most important things."

"5 things?" I finally stopped talking and took a sip of my coffee.

"What 5 things should I do to get going?" he said. "I can't do all of this stuff straight away, what are the 5 most important things. I could do that."

Good question.

I sat and thought about it, I'd been banging on about all of the things you could do.. (probably for too long!)

The central idea of which is that you're creating content to solve your customers pain points..

What would you do?

With an air of self-referential smarty-pants smugness I said "David, I'll write you a blog article." Swooshed my cape and left. Okay, so I didn't swoosh my cape (or leave).

Anyway, here we are. I've broken down a content marketing campaign into 5 steps designed to target real needs, provide valuable content, promote the content and measure the effectiveness in terms of leads, SEO and social uplift.

So here we go..

1. Wear your customers shoes.

Get to grips their problems until you see how you make their lives easier. Hold on to that, it's where your business lives, and it's what we'll be communicating.

2. Write a useful guide.

Thinking about your customers and the problems you can help them solve; write a useful guide, one that tells them whatever they need to know to make a good decision.

Turn it into a PDF ebook and put it on your website.

While you're writing the guide, jot down the key points and over the coming months write a series of blog posts based upon these key points. Link to the ebook from each blog article.

3. Share and encourage others.

Include sharing widgets in your blog and on the landing page for your free ebook, these will encourage visitors to promote your content to their networks.

While you're writing each blog post, jot down the key points for each article and tweet them over a few weeks with links back to your blog post.

4. Measure success.

Set up your analytics package to count ebook downloads as a conversion point for your website, measure the number of subscribers you have for your blog.

Measure the number of inbound links to your website in Google Webmaster.

Capture the contact details of those that download your ebook and manage them as leads.

5. Rinse and repeat.

Understand that this is a long term strategy. You can run a good piece of content for a long time, but doing this at least once will give you an understanding of the mechanism.

Monitoring leads generated, inbound links, follows and likes will let you see the impact of good quality targeted content.

Once you have generated a number of pieces of content you will be able to see which performs better in driving traffic and leads.

There they are, the 5 most important things for content marketing.

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