Congratulations on signing up for the Young Folks Digital DIY content marketing challenge. After a full Saturday of recording these lessons, I’m super pumped about all the content marketing goodness that I’m sharing this week.
Over the past 12 years, I’ve worked with innovative start-ups, leading Australian retailers, and global brands. I’ve led the marketing team at Australia’s leading independent publisher Hardie Grant (and publishing is all about content), managed the implementation of digital media campaigns for Officeworks (if you think tax time is bad for accountants, try managing the media campaign for tax time — ha!), managed global SEO and paid search strategies for boutique travel brand Mr & Mrs Smith, contributed to numerous blogs and websites as a writer, and much more — but I won’t bore you with the details.
And now, through Young Folks, my team and I work with conscious companies that are using business as a force for good. We craft clever content strategies on the daily, and write compelling copy that’s tailored for the exact right customer, and dropped at the exact right moment in the journey to purchase.
One thing that all of these brands, and all this marketing experience, have in common? The implementation of considered content marketing strategies at every stage of the customer journey — aka: empathy.
This week, I’m here to throw down content marketing goodness that’s applicable at every level of business. Simply by joining us for a lesson each day this week, you’re tapping into 12 years of content marketing experience. And if you put everything into action, this could be a game changer for your business.
At the end of this challenge you will:
- Have a solid understanding of the foundations of content marketing
- Be clear on what you’re selling, who you’re selling it to, and why you’re selling it (mission and purpose, bebe)
- Have rock solid goals that stack up to your overarching business plan
- Defined your audience personas
- Defined your key messages
- Selected your content marketing channels and platforms
- Have the formula for writing compelling copy
Okay, let’s get stuck in to lesson one: getting the foundations right from the start.
Here is lesson one in video format. Annnd, for those that prefer to read, I’ve recapped the lesson below.
It all starts with purpose.
You didn’t think you could do a content marketing course without tapping into your purpose, did you?
Content marketing is all about the narrative and the selling through storytelling, which means getting clear on your purpose is key. But, purpose can be a bit of a lofty term and kinda hard to wrap your head around. So, I like to simplify things and ask:
- What do you sell (your product or service)
- Who do you sell it to (your ideal customer or client)
- What problem it solves (your unique selling point)
- Why you sell it (your mission and purpose)
- And you can throw in what’s important to you (your values)
Here’s an example taken from Greenpeace’s website (hint: if you Google “brand name + mission/purpose/values”, you’ll often find some great examples).
Who we are: Greenpeace is an independent, nonprofit, global campaigning organization that uses non-violent, creative confrontation to expose global environmental problems and their causes.
What we do: Greenpeace stands for positive change through action to defend the natural world and promote peace. We investigate, expose and confront environmental abuse by governments and corporations around the world. We champion environmentally responsible and socially just solutions, including scientific and technological innovation.
Why we do it: Greenpeace’s goal is to ensure the ability of Earth to nurture life in all its diversity. (source)
Next up? Goals and objectives.
Marketing is just one of the ways you can deliver on your overarching business plan. So, it’s important that your content marketing strategy stacks up to achieving your business goals. Some common content marketing goals and objectives might include:
- Revenue target $$$
- Number of leads or enquiries
- Volume of traffic to website
- Engagement metrics on website or social channels
- Newsletter subscriber target
Getting to know your audience.
I love digging into data and developing insights that can shape content marketing strategies. So, before I kick off any activity or develop a strategy, I like to tap into any and all data I have access to. This includes Google Analytics, Facebook Insights, Instagram Insights, Pinterest Analytics, Google Search Console, Google Keyword Planner, even Google searching my product or services to get a better idea of what the audience will see when they’re researching.
Finally, how you’re selling it.
Whether you’re selling a product or a service, it’s crucial to think about how people are going to buy from you (or take the action you desire if the goals are not financial). In 2019, this almost always means having a rock solid website that’s easy to navigate, has all the information (organised in a sensible hierarchy) and is safe and secure.
Truth bomb: If you’re asking people to DM you for more information, you’re doing it wrong.
- Can people buy or book on your website?
- Do they need to come in store?
- Do they need to call you?
- Is it easy or hard to buy or book what you’re selling?
- Is there enough information to help them make an informed decision?
Okay, homework time.
Write this stuff down:
- Who we are (about us)
- What we do (thing you sell)
- Why we do it (your purpose, your why)
- Who we serve (your audience)
- Your goals and objectives (should stack up to purpose)
Don’t forget, if you want to ask a question or connect with other people doing this challenge, jump over to our Instagram and find the #YFDChallenge post. We’ve even made a Stories template for you in case you’d like to share with us — grab it in the #YFDChallenge highlights on Instagram.