All language subtitles for 01 - Content marketing Answer questions and anticipate events

- [Instructor] Everyone is a publisher,

content gains rankings,

engages audiences, and answers questions.

Unfortunately, even marketers get baffled

by the constant demand of content creation.

62% of marketers say that their biggest challenge

is producing quality content.

45% say that their biggest challenge

is creating enough content.

That's just what search engines have done to every business.

If you want to be found online, you have to create content.

So every business has to create

and publish content in some form on a website with video,

social media, networking, advertising,

and not just for marketing and advertising,

you also need content for ongoing customer relationships,

follow up, onboarding instructions,

and not to mention post sale content such as instructions,

customer care, and follow up.

But what content is needed?

Keyword research provides the framework

and the immediate requests of people

that need to know what you know.

This is where developing and repurposing

the content you create can help you

across all your business communications.

When I create sales content on a website,

I don't assume that most, if any people read all of it.

So I repurpose that content into post sale instructions

or customer onboarding.

I can use this in ongoing communications

through email, social media, or even direct mail.

As an example, in the keyword research

for hiking in California, we found several searches

about bringing dogs on trails,

or dog friendly hiking trails.

While this may not be a direct feature of the business,

it can make for great content.

According to both our keyword research and Google trends

we know it's being searched

and it's related to our business goals.

So it can help show that our website

or our business is an authority in this industry

and in this niche.

Creating an article series or a guide

that will meet the needs of searchers

will increase our visibility and credibility.

However, it's not simply publishing content

for content's sake, it's not content marketing.

Content marketing has to be aligned

with the strategy of our business, explore California.

Then it has to anticipate the needs of the searchers

and develop content resources to answer their questions.

In doing this, this content is not simply

standalone content as it's designed to answer questions

and move people to the next stage,

such as learning more, comparing options, or booking a tour.

When you think about content, think about it as a way

to move your readers or visitors to the next stage.

Are they early stage?

How do you move them to download something

or ask for more information?

Are they researching options?

How can you give them comparison information

and then move them to get a quote

or talk to someone or text?

Have they committed and purchased?

What information do they need to get the most

out of that experience?

Are they longtime customers?

How can you gain their input

or recommendations to share with others?

Or how can you tell their story of why they're loyal?

Research your customer keywords arrange them in terms

of their needed content and information progression,

and you'll never lack for content.

If you want more on content marketing,

check out my other course.

Building an Integrated Online Marketing Plan.