Content Marketing Is More Than Blogging
While blogging is an important type of content used in content marketing, there is a lot of difference between blogging just for the sake of putting something up that you want to share and putting up something with a specific goal and audience in mind for marketing purposes.
One is just content for your own pleasure, and one is content with a specific purpose that is valuable to your audience and profitable for you.
When you engage in content marketing, you know the point or goal of every single piece of content that you create, publish, and distribute – including your blog posts – before you even start thinking about the title, keywords, and content subject matter.
Blog posts are best when used to target your ideal customers who are still in the awareness stage of their buying journey.
They just now realized or are becoming aware that they even have a problem, and they need educational and informative content to help them learn about their problem and, eventually, the solutions that they can access.
When creating blogs for the purpose of awareness, it’s essential that you ensure these posts are highly targeted and include the right terms for search engine optimization purposes.
You’ll want to employ both on-page and off-page SEO and know where to distribute the posts to ensure you get the most traffic to these types of educational, informative, and non-sales focused blog posts.
The best way to determine what type of blog posts to write is to set a goal for the post.
Understand where the targeted audience member is in their buying journey, know your products, services, and mission like the back of your hand, and work from there on the content.
Once you create the content, you’ll also need to use the information you know about your audience to distribute it because simply publishing it on your blog is not enough.
For the content to be effective, you must promote it as if it’s your best product ever.
It will help you in creating this type of blogging content for content marketing if you get to know your audience better by developing audience personas based on the stage they are in their buying journey or buying cycle.
Once you identify the people who are in this stage, you can start creating potential titles based on the goals you’ve set for the content.
For example, let’s say that you’re an Avon Representative and you want to attract a new team member.
You wouldn’t necessarily create a blog post just to get someone to sign up directly.
Instead, you would bring awareness to the problem.
So in this instance, you’ve determined that the problem is not knowing enough about how Avon works before they make a decision to join you in your Avon business.
If you want to help someone feel comfortable about joining you in your Avon business, you might write some posts that provide more information for them.
The titles might be something like:
- Pros & Cons of Selling Avon – This post might seem strange because why would you want to tell someone the bad things about selling Avon, right? But keep in mind that some of the cons are actually pros. For example, one pro is you can work when you want. But this can actually be a con because you can work when you want, and you might not actually get to work.
- What are the Actual Costs associated with Selling Avon – Many people are wondering exactly that. So, you could write a post explaining the options to build your Avon business and what the expected costs will be – such as brochures, bags, etc. It might also be a great opportunity to talk about saving money by using the Digital Brochure.
- How do I Get Paid When I Sell Avon? – This post might explain the different ways to sell Avon – face-to-face, online, etc. and how you get paid for your sales.
As you can see, each of these posts has a goal to educate and inform the ideal audience, bring awareness to the problems, and provide the solutions.
They also provide value, rather than just trying to sell someone on signing up and joining your team.
When you can ensure a post has a targeted audience and a reason for existing while providing value to the consumer, you’ll succeed in content marketing.
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By Lynn Huber
p.s. When you can figure out what your prospect is looking for and what questions they have… and then you answer their questions or provide the solution, now you are in the right place at the right time!
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