Category: content marketing

Gather Your Content Research for Your Business

Gather Your Content Research for Your Business

Now that you know your goals, you need to decide what kind of content to create. There are several ways to do this by researching online. The objective of this research is to discover what content your audience needs. You’re looking for content that helps your customers solve their problems or answer their questions. Online research shows you what they already like and crave so that you can offer more of it to them.

Start by brainstorming. If you have employees, brainstorm as a group. Focus on your customers’ needs but also your company’s expertise and experience. In regular day-to-day interactions with your customers offline, how does your expertise help them? Make a list of these topics.


Online Research

You can find out a great deal about your customers by observing what they say and do online. Look at your customers’ interactions on social media, comments on blogs or videos, comments in online forums, questions on Q&A sites, and so on.

Wherever your audience is, you should be there listening. Pay especially close attention to questions they ask. If you find questions that you can answer with content, these are ideas you can use.
Look also at what content they’re consuming. See what other brands they follow or other websites they regularly visit for information. Pay attention especially to the content they share on social media. Take ideas from these competitors.

Analytic Research

Another way to get ideas is to look at analytic data. Look at the analytics of your existing website and identify the pages where your audience spends most of its time. These pages are the topics most useful to your audience, so try to brainstorm ideas that are similar.

Keyword research is another way to find good topics. Use a keyword tool, such as the Keyword Planner from Google Adwords, or better still check out jaxxy to find relevant keywords that get a high search volume. These words and phrases are what your audience is looking for most, so create content based on them. You don’t have to actually use the keywords themselves, but use them as a way to understand what your audience’s interests are.

Organizing Your Ideas

For organizing your ideas, keep an idea file, preferably in a shareable online database using a platform like Evernote or a Google Sheet. Add to this file whenever a new idea strikes you or you come across something you can use. You can choose to organize your ideas in as detailed a way as you want, but at the very least, keep a file.

You may find that it’s best to simply open the file and find something spontaneously than to plan everything out in detail, or vice versa. The whole point is to create a system that’s easy for you to use where you can save and organize your ideas.

Another great tool for organizing content is a mind map. Mind maps allow you to organize information visually and see it in the big picture. You can create categories for broad topics and then list narrower topics under each.

Once you have a good ideas list, check it against:
The content you already have published. Make sure there are no repetitions or ideas that contradict one another.
The brand you’re trying to build. Is everything on your list appropriate and on-brand?
Your long-term business goals. Will the content on your list draw the right people into your marketing funnel and lead them to the eventual goal you have in mind?

Action Steps:

1.Conduct research to see where your market consumes content and use the relevant page in your Action Guide to start a list of sources to regularly visit for ideas.If you’re not sure where your market likes to find their content, try surveying your current customers or searching for your most successful competitors’ content. That’s assuming they’re publishing their content in the best places themselves!

2.Find places to connect with your customers online such as social media or forums and add those places to your list of sources, so you can regularly visit and use to check for ideas.
Again, if you’re not sure where to go, try asking your customers directly.

3.Start your idea file by visiting at least 3 of the places you identified in your initial research. Start with the ones where you saw the most discussion happening. Note the topics that were most discussed and some of the biggest issues talked about. Those are the types of ideas you should put in your idea file.
You can use the Action Guide to start your list of ideas, or use a separate mind map, notebook or spreadsheet.

If you missed my last post on content marketing go here to bring you up to speed.

Putting The Marketing Into Your Content Brand

Hope this helps you with moving forward. If you require further help building your Brand please check out our program below.

Hope this helps with moving you forward with your business. If you require further support please click the link below.

All the Best.



Why You Should Care about Content Marketing

Why You Should Care about Content Marketing

So, why should you care about content marketing? Is it even relevant to your business as a marketing strategy? Well, it isn’t just a passing fad. It’s how we primarily consume information now.

The shift to content marketing is a response to the changing ways in which we get information in our society. In the old days, media channels were limited and big advertisers dominated. A consumer sat in front of the TV and, during commercial breaks, they had to endure whatever commercials were flashed before them.

Today, all of our media is on demand. We can skip the commercials. Online, we can go straight to the website, video, or article that we want. In-your-face promotional content can be skipped over (and is skipped over). Instead, you need to provide something that your audience will choose to consume, and it should be something they choose over another competitor’s content.

You can think of it as push vs. pull: traditional marketing pushed customers to make a buying decision. It was an aggressive tactic. Today, we try to pull customers in with our interesting and unique content that aims to fully engage them:

Marketers that prioritize content via blogging are 13x more likely to see a positive return-on-investment.

Companies that blog generate 67% more leads than those who don’t.

Companies that blog receive 55% more traffic than companies that don’t and they have 434% more indexed pages compared to those that don’t.

Active company blogs have 97% more inbound links than websites without blogs.

82% of customers have a more positive outlook on a company after reading custom content.

70% of customers feel closer to a business after engaging with their content.

Finally, you should really care about content marketing because it’s relatively inexpensive. Advertising is a major part of a company’s budget. However, content marketing requires very little cash to do successfully. It does however require a significant investment of your time, but it’s a great way for a small business without a large advertising budget to gain a loyal customer base. The costs involved in content marketing are a mere drop in the bucket compared to advertising costs.

Learning Objectives:

Over the next few weeks we are going to be looking at content marketing so that you gain a real indepth understanding of the subject and how to apply it to your business.

Here are some of the key areas we will be looking at.

  • Identify the most common barriers that are holding you back from using content marketing successfully, so you can be prepared moving forward
  • Clearly define the content brand you want to create, including the image and expectations you want your content to be known for, and the types of content your brand should deliver
  • Identify the keys to building your own viable content brand which will be successful and bring you the results you want
  • Pick your top content goals, so that you know which types of content you’ll focus on first
  • Build a list of places where you can connect with your audience to understand their needs and create a growing list of content ideas
  • Draft a simple, shareable content brand strategy that’s easy to understand at a glance and implement, whether it’s for yourself or another content creator
  • Create six different types of content that will start spreading awareness of your brand and build a solid relationship with your audience
  • Identify ways to repurpose your content, so that you can extend its value and reduce time spent on content creation
  • Distribute your new content in at least six channels to start expanding your brand visibility
  • Identify the most popular channels for reaching your audience with content, so you can focus your creation and sharing efforts where they’ll be most effective
  • Outline a schedule for your broadcast emails and your autoresponder series so you can share the content you’ve created with followers who you know will be interested
  • Join your audience’s preferred social media channels and prepare to make your content go viral
  • Review your content to make sure it’s mobile friendly, so that your audience can consume it wherever they are
  • Identify the geographic location of your current customers and make your content easy to consume by an international audience
  • Create an editorial calendar that makes it easy to implement your content brand strategy without any excuses or procrastination
  • Use a Content Visibility Checklist to ensure you’re always maximizing the impact and effectiveness of your visual content

This is like a mini course broken down into 6 modules, with smaller lessons in each, to take you step-by-step through How To Use Content Marketing To Build Your business.


Before we start, take a minute to think about what you want to get out of it.

write down three skills you expect to gain.

Good luck on your Journey


What Is content Marketing

What Is content Marketing

Welcome Back.

This week we kick  off with our first post on the topic of content Marketing.  We endeavour to help you understand this topic and how important it will be for you and your online business moving forward. So let’s get right into it!

For businesses that leverage the power of the Internet in their marketing, which is basically most businesses today, content is all-important. Before your customers listen to your sales pitch or buy your products, they consume your content. Even major brands that have massive, loyal followings are investing their resources in content marketing. In fact, it is often the quality and relevance of their content that earned them their loyal following in the first place, even if they didn’t know what they were doing at the time!

So, what exactly is content marketing? Let’s define it first. You can find many definitions online, but here’s one from the Content Marketing Institute that sums up quite well what content marketing is about:

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.

As the above quote says, the idea behind content marketing is to create and distribute content that engages your audience and leads them to take action.

Content is basically any kind of media online or offline. Content in a book is its many pages and the information contained there. A film’s content is the footage itself and the information it conveys. Content is no different when it comes to the Internet: it is the information you consume when you’re online.

We typically think of content as written, such as articles, blog posts, and reports. However, the definition is much broader than this. There is visual content in the form of photographs, images, infographics, graphs, and charts. Multimedia content includes videos, audios, interactive slideshows, and online presentations. Even social media posts such as Facebook updates and tweets are considered content. Online content is any kind of media distributed digitally on the Internet.

Content Is Not Promotional

There is a key difference between content and traditional marketing materials, and it’s essential that you grasp this difference, as it defines success or failure in content marketing. Content is not promotional. It isn’t like an advertisement that reaches out and grabs the customer, urging them to buy. Content marketing works in a much more subtle way.

Advertising legend David Ogilvy developed a high successful strategy of advertising under the radar. As consumers grew used to promotional messages, they began shutting them out. So he wrote ad copy disguised as editorials. These pieces read like news stories, informing the reader while also urging them to buy.

Today, we’re even more bombarded by marketing everywhere we go. The traditional approach to advertising doesn’t work anymore. Content marketing goes one step even further than Ogilvy’s cleverly disguised advertisements. It doesn’t try to promote or sell. Its only aim is to inform and help.

Your content informs, entertains, engages, helps, and/or answers the questions your customers have. All promotional or sales language is left out of it. The idea is that the customer will use and enjoy your content, which leads to building a relationship with them. Then, when they want what you have to offer, you’ll naturally be their first choice.

click here for the follow up article on content marketing

To Your Success



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