The Compound Effect of Content Strategy: How to use 3 obvious tools to dominate your niche
In this day in age, we all know that content is king. But which content do we need to produce? How often? On what platforms? It can all be a little overwhelming. In this article, I’m going to break down exactly how you can dominate your niche with a long term content marketing strategy that will help you develop a tribe organically with the compound effect of content strategy.
There are 3 types of content every business needs to be producing right now to win with the compound content effect strategy.
- Blog Articles
- Videos or Podcasts
If you’re not creating all 3 on a consistent basis. You’re just flat out losing customers, traffic and revenue. And momentum really… All 3 of these play off of each other dynamically and synergistically to create a compound effect. If your business solves a real problem in the market, you solve the problems ethically and profitably and you able to remain consistent, this content strategy is the secret sauce you need to forget competition and create your own share of the market.
How to win with email:
Email is one of the first places to go when I check the vitality of a business. How strong is your email list? How much time do you spend post transaction with your customers? If you can answer these by saying strong, I have a great relationship with my customers and a great LTV, then we’re set and can move to blogs. But, if you answered something like, “um… customer relationship?” or, “I email whenever were doing sales…” Than it’s time to focus on your emails.
There are 3 ways to win with emails:
- Short Actionable Steps
The way to win emails is easy. The first thing you’ll need to tackle is consistency. While some people might preach that you send emails every day, I think it’s smart as a business to send no more than 3 times a week. Maybe 1 or 2 times a week depending on how much content you’re putting out or the context of your business’s situation.
I recommend no less than once a week. Any less than that and you’re going to be falling off the radar too often.
Adding value in to every email. Something that helps the potential or previous customer solve some problem they may have relating to your product or service.
Moderate your audience’s appetite for jargon rich content and create the types of content they like, if it’s well-designed infographics, data-heavy case studies, epic stories told through beautifully put together video and audio. Use data from your ESP like MailChimp, ActiveCampaign We’ll talk about that more later but use the email to update the customer on what you’ve been up to and what you’re creating for them.
Use short actionable steps in your email consistently so the customer or potential customer likes to click the links you give them. Get them used to clicking your links. Bring them to valuable and entertaining content regularly through your emails.
Bonus tip: Give them exclusive “email only” deals, discounts or access. Make your email readers feel special and give them a reason to know that it’s the place to be.
How to Win Blogging as a Business:
I could easily go through the exact same steps I just gave you above with blogs. But that would be boring. So apply everything above to blogging and let’s look at some in-depth strategies to win blogging as a business.
The 3 things you need to do when writing a blog for your business:
- Keyword Research
- Answer a Question
- Format for snippets and other facets of googles search engine features
So if you’ve heard anything about SEO or blogging, you’ve probably heard about keyword research. Well if you’re a large enough company, people are searching for answers about your company. And if your website gets a lot of traffic you have a huge advantage in winning those keywords with snippets and the top answer on google.
One of the simplest ways to do keyword research is to start typing in things like your business name and then how, what, who, when, why, will… any question word and seeing if there are google predictions. If there are, people are searching for it.
Think about it would you rather have other people answer questions about your business for you? Or do you as the business want to be seen as the answer your customer needs? If you look at eBay, they are a great example of a company that’s built a great blog full of rich valuable content that helps it’s users create a better experience. That’s something worth investing in right?
Answer questions for people, provide them value. Give them reasons to consume your content. Solve problems, win your market share through service.
The last thing you can do is to format your article in a way that google likes for snippets. Snippets look like this:
If you click that link below the other options that says About Featured Snippets this is what they say, “Google’s search results sometimes show listings where the snippet describing a page comes before a link to a page, not after as with our standard format. Results displayed this way are called ‘featured snippets.’ “
Formatting answers to the questions you’re answering in short snippetable pieces of content is a surefire way to be the answer to your customers questions.
Bonus Tip: Give your blogs a little personality. If your brand is about fun, be fun. If your brand is about professionalism, keep it professional but have personality. Make it entertaining enough to read. Google ranks your content based on how long people stay on your page after navigating to it.
How to win with videos or podcasts:
Videos and podcasts are dominating the marketing and content scene right now. If you’re not producing video or audio content. You’re way behind the curve.
The 3 keys to winning with videos or podcasts right now:
- Good production quality
- Engaging and Education or Entertaining Topics
- Address the listeners in a very personal way
Again; consistency, value, short actionable steps, keyword research(same way but on Youtube™️ or Facebook™️), answering questions and formatting your videos or audio so they play with the algorithms in the best possible way, are all going to come into play when it comes to video or audio content.
The next important thing you need for your video or audio content is good production quality. These days we’ve spend so much on entertainment that if your business isn’t utilizing a professional video production team, in house or an agency, you’re missing out on engaged tribe members and revenue.
Good production quality is going to help people stay engaged. If you address valuable topics that are engaging, educational and entertaining, you’ll earn the attention of the people your business needs to most.
Ensure when you’re producing the videos you make the customer or potential customer feel like they’re there. Like they’re being addressed and treated like a human. Each user will be sitting and watching or listening from a different place but if you can try to predict where that might be you can even make the experience more personal. No matter what be personal and make your audience feel included.
The Compound Effect of Content Strategy:
Now that we’ve addressed these individually, let’s put it all together in a way that creates massive movement.
Google ranks you organically based on how many people are searching for you and your content, how many people click on you and how long they stay there.
Your email list is generally grown from customer purchases, your website, and social streams like video and podcast content, generally through an optin.
And places like Google, Youtube and Facebook are all looking to capture people attention and answer questions.
So if we use the keyword research technique describe above; create content, both written and video content about it, drive traffic through our email list, pay attention to cultivating our relationship via email and use the three to drive traffic between each other using short actionable steps and engaging, high quality, valuable, content. What do you think is going to happen for your brand presence and brand equity? What will your customers and potential customers think that you think about them?
That’s the power of the compound effect of content strategy. High ranking query answers, engaged tribe members, engaged following on digital assets you own and those you don’t. The compound effect or content strategy is a surefire way to create your own market share and tribe of evangelists.
Show your customers how much your care and they’ll care about everything you have to offer.
If you want help with your content strategy we can help.