The Modern Rules Of Content Marketing (A Blueprint)

Table of Contents
Chapter 1
– Developing Your Content Marketing Strategy
The Content Marketing Ecosystem
The Six Parts of the Recurring Content Ecosystem
High-Quality Front End Content
Provide an Opt-In Offer
An Email Onboarding Sequence
An Initial Conversion Opportunity
A Follow-up Sequence
Another Conversion Opportunity
The Four Parts of the Asset Ecosystem
A High-Quality Long-Form Content Asset
An Initial Engagement Opportunity
An Initial Conversion Opportunity
A Follow-Up Email Sequence

Introduction

As a business owner, you know that how your market your
business is at the heart of your success. In fact, most aspects of
your business is dependent on you developing a successful
marketing campaign. You may provide the best services or sell
the best products, but if you don’t have a solid marketing plan,
potential customers would never know about it.

Today’s prospects are looking for useful information, but have a
strong resistance to the “hard sell.” Most consumers spend the
time to research services online before making a purchase. They
take the time to study different products, compare prices and
features before ever stepping foot in a store. They want good
content that helps them make a decision but don’t like being sold.
In fact, 70-percent of consumers would rather learn about a
company through an excellent article rather than advertising.

Compelling content can help your business build strong customer
relationships without resorting to the less productive “hard sell”
tactics. The content you produce showcases your expertise,
which gains consumer trust by highlighting important topics that
affect consumers. Well-crafted content can bring traffic to your
website and social media accounts, boost your performance on
search results pages, and give your audience the chance to share
your content with their friends, resulting in higher conversion rates
for your business.

Chapter 1 – Developing Your Content
Marketing Strategy


One of the most powerful arms you can add to your overall
marketing strategy is content marketing. Content marketing is
used to establish you as a subject matter expert, which leads to
an increase in your company’s revenue, as well as having a high profit potential.

However, creating content to build your audience and
create a successful business is not a fast growth strategy. It takes
months for the content you produce to grow into its potential.

Before you begin creating content for your business, you need to
have a clear picture of your business goals if you want to develop
a successful marketing strategy. This is especially true when it
comes to content marketing. It is essential for you to have a
consistent approach when it comes to the content that you are
producing. Having a regular strategy provides you with content
that keeps your audience engaged, resulting in them seeing you
as an authority on the subject. When your business is seen as an
authority on a subject, your audience is more likely to purchase
from you when the time is right.

For your business to see a return on investment regarding your
content marketing effort, it is essential that you develop a
comprehensive ecosystem around your central content platform.
Developing a complete system helps to leverage your resources
to help you grow your business, rather than wasting your
resources. For you to have a successful content marketing
campaign, it is vital that you see your complete content marketing
strategy as an ecosystem in which your content is a dynamic
medium, where your customers are involved at every stage.

The Content Marketing Ecosystem

The content strategy that you first develop will grow and evolve.
For your strategy to be healthy and productive, you must include
many different elements. There are two main types of content that
you will have to consider when developing your strategy; recurring
content and content assets. Recurring content is content that
builds your customer base over time, while content assets are
used as a near-term client acquisition tool.

When working with a recurring system, there are six parts that
need to be included to ensure a healthy ecosystem;

• High-quality front-end content
• An opt-in offer
• An email onboarding sequence
• An initial conversion opportunity
• A follow-up sequence
• Another conversion opportunity

The asset system consists of four parts and can be used on its
own or combined with the recurring system. The four elements
necessary for the asset content system to be useful are as
follows;

• A high-quality long-form content asset
• An initial engagement opportunity
• An initial conversion opportunity
• A follow-up email sequence

Here is a quick look at the parts that you should include for both
the recurring content system and the content asset system.

The Six Parts of the Recurring Content Ecosystem

High-Quality Front End Content

While this might seem obvious, all of the content that you create
for your company must be high quality. It needs to be interesting,
informative, and actionable
. You want your content to serve a
clear purpose for you and your customers. It is vital that you
correctly format the content and thoroughly spell-check it before
publishing it online. Set up a regular schedule for posting your
content and provide the best information on your industry on a
consistent basis.

Provide an Opt-In Offer

Publishing content on a regular basis will bring traffic to your site.
However, once the visitors are done with the material, they will
leave again. An opt-in offer will capture that traffic, so you can
continue to market to them once they leave your site. Opt-in offers
usually come in the form of a pop-up or a form on the site that will
provide an asset in exchange for an email address. Good opt-in
offers will include industry reports, white papers, cheat sheets,
educational courses, checklists, coupons, webinars, video
courses, or demos/downloads.

An Email Onboarding Sequence

After capturing a lead with your opt-in offer, you will need to
onboard them with a sequence of automated emails. This usually
consists of four to eight emails that educate the subscriber about
your company, shares some of your company’s best resources,
and encourages them to connect with you. This part of the
ecosystem engages them on a more individual level and
increases their investment in your brand, as well as setting their
expectations for their future interactions with your company.

An Initial Conversion Opportunity

After nurturing your leads through your email sequence and
providing them with valuable information and generously sharing
your expertise, it’s time to extend an offer. Your previous
interactions should have naturally led to this point so that the
subscriber is comfortable with the proposal and be willing to take
you up on it.

A Follow-up Sequence

Your initial offer will result in two groups being formed: those who
converted and those you did not. It is important to follow-up with
both groups. When following up with those who did take you up
on your offer you need to a) offer them an upsell or upgrade and
b) on-boarded to make the most of what they’ve purchased. For
those who were not converted you should a) offer them a down
sell or ‘light’ version of your original offer to try and get a
conversion, and b) put them into a new sequence that will provide
them with further value and education to prepare them for your
next offer.

Another Conversion Opportunity

Over the course of your relationship with each customer, you’ll
ideally want to make multiple offers. It is much easier to get a
repeat customer than a new one. This means you want to build
numerous in-systems that allow you to maximize the value of
each customer. Whether you set up an automated email
sequence or launch new cycles, it is imperative you have a
recurring sales system in place.

The Four Parts of the Asset Ecosystem

A High-Quality Long-Form Content Asset

Books, webinar series, web summits, and multi-part video
courses are all considered content assets. For a majority of
businesses, books are ideal, because the physical copy can be
used as real-world calling cards. They can be sent to potential
customers and leverage them into more significant opportunities
for your business. This can include interviews and speaking
engagements.

An Initial Engagement Opportunity

This part of the ecosystem entails sending an invitation to your
prospects to connect with you on a call, participate in an event or
webinar, or receive a demo of your product. You need to include a
specific next step for the prospect once they’ve become engaged
with your asset that creates for them a real-time or one-on-one
interaction with you.

An Initial Conversion Opportunity

The initial conversion opportunity is simply making an offer during
the initial engagement with the prospect. Whether you’re talking
on a demo or webinar or talking to them on the phone, you need
to use the moment to invite them to take action on a specific offer.

A Follow-Up Email Sequence

Like in the recurring ecosystem, the follow-up email sequence will
divide the prospects into two groups: those who do not convert
and those who do. Again, you will need to follow-up with both
groups. Through one email sequence, you will onboard your new
customers and upsell them on your products, while the other
series will be down sold and placed into a different sequence,
making them more amenable to your next offer.

It’s critical that you have a specific guiding principle for all your
company’s marketing efforts. The principle will ultimately be what
guides your decisions and keeps you focused on the right things.
All of your content, whether you are producing content assets or
recurring content, needs to be focused on the five pillars
discussed in Chapter 3.

This concludes Chapter 1.

Comment Below and tell me if this article helped you in any way and I will send you a free **Content Marketing Blueprint Guide plus a bonus **Viral Marketing Madness guide.

Included in the Content Marketing Blueprint.

Chapter 2 – Finding Your Audience
Why You Need a Customer Avatar
Assessing Perspective
Assessing Capabilities
Assessing Profit Potential
Chapter 3 – Making the Right Offers
Developing the Right Offer
Get the Facts
Chapter 4 – Creating Your Content
The Five Pillars of Content Creation
A Word on SEO
Chapter 5 – Distributing Your Content
Utilizing Social Media
Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn.

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