Tag Archive Content

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How to Create a Content Upgrade That Will Automate Your List Building #bigcitymarketinggroup

I am a big champion of the power of email marketing.

There’s no better way to build a community and nurture a relationship with your audience.

It’s hands down the most authentic way to prime your prospects, sell them your work, and grow your revenue.

So, when a powerful list-building technique comes along, I get excited.

After all, a thriving email list is the foundation of email marketing.

I’m sure you’ve noticed this, but I’ll point it out anyway.

Content upgrades are what’s hot right now if you want to accelerate the growth of your email list.

Take a guy like Bryan Harris, for instance. He sees a conversion rate of 20-40% on blog posts with content upgrades.

He now averages almost 80 subscribers a day.

Download 11 Killer Lead Magnet Ideas Templates Updated

That’s amazing!

Blog posts typically do not convert as well as landing pages because they’re not designed for that purpose.

The point of a blog post is to educate, entertain, and inspire. There’s too much going on to get someone focused enough to sign up to your email list.

Content upgrades have changed that completely.

You can now transform your blog posts into powerful list-building assets. All you have to do is uplevel your posts with a targeted free resource.

Don’t worry—I’ll show you how.

First, let’s define a content upgrade.

What is a content upgrade?

It’s a type of lead magnet you give your audience in exchange for their email addresses.

The typical lead magnet, like an ebook or an email course, stands alone.

It is not attached to any specific piece of content. It has its own thing going on.

A content upgrade is unique to a piece of content.

It’s usually tied to a blog post. But there are other types of content you can uplevel with a free resource.

Webinars, podcasts, and videos are examples.

The point is to enhance the value of your content with this additional resource.

As you can imagine, there are several ways to achieve that.

You can create a resource that helps readers implement what you just discussed. An action sheet, workbook, or toolkit are excellent examples.

You can give away something that saves them time, like templates or cheat sheets.

The ultimate strategy is to create something that will help them delve deeper into the topic.

This is where you give additional strategies, tutorials, case studies, etc.

Your options are endless.

Let’s look at some examples.

CoSchedule published a post “How to Repurpose Content and Make the Most of Your Marketing.”

The content upgrade?

A content repurposing guide and infographic:

How to Repurpose Content and Make the Most of Your Marketing

If you read this post and were interested in implementing this content repurposing technique, you’d sign up for this upgrade in a heartbeat.

And that’s why content upgrades are so powerful for growing your email list.

They offer something you can’t say no to: value.

I’ll give you more examples later. For now, let’s get into how you can create your content upgrades.

Step #1: Identify your top-performing content

Can’t you just create content upgrades for your new content?

Yes, but it’s not where you should start.

If you haven’t created upgrades, you should first capitalize on the traffic you’re already receiving.

This is the fastest way to see results.

You can identify your top posts with Google Analytics or Buzzsumo.

If you have GA fired up, go to the Reports section and click on “behavior.”

Analytics 11

Go to “site content” and then “all pages.”

You’ll find the website pages with the most traffic.

Analytics 10

You can also find this info directly from your WordPress dashboard if you have GA set up there.

Buzzsumo is even simpler.

Plug in your site URL and press “Go.”

BuzzSumo Find the Most Shared Content and Key Influencers 2

You’ll find the posts with the most social shares.quicksprout com Most Shared Content 2

Record these in a spreadsheet. They’ll serve as your targets for your new content upgrades.

These are for finding your top blog posts, but the same can be done for your podcasts, YouTube videos, webinars, etc.

Step #2: Find the gap in your content

To deliver that extra value, you need to pinpoint the gap in your content.

Otherwise, your upgrade won’t be worth opting in for.

Select one of your top content pieces found in the first step. Go through it from top to bottom, and consider the following questions.

Q. 1: What problem does your content solve?

If you’ve created something of quality, it should solve a problem.

I understand not all content is instructional or how-to, but the question remains.

Think about what knowledge you’re trying to deliver and what purpose it serves for your audience.

Let’s look at this post.

Quick Sprout Blog by Neil Patel

My goal is to give readers the fastest and easiest strategies to grow their email lists.

If I were to create a content upgrade for that post, it would:

  • be easy to implement
  • deliver on the promise of being fast
  • help you gain more subscribers

This may sound futile. But without going through this exercise, your content upgrade can flop.

When I talk about types of upgrades later, you’ll understand why.

For now, figure out what your content is trying to accomplish.

And your job will be half done.

Q. 2: What’s missing?

You know the goal of your content piece.

Is there a strategy you didn’t mention? A tool required to implement your tactics? Something that fulfills the goal but was not covered in-depth or at all?

Find the gap between the objective and what your content does.

Q. 3: How can you expand the value?

Think of what could’ve been included to make your content more valuable.

You want an upgrade that accomplishes the same goal you established earlier, but with an extra kick.

When people consume new information, they’re thinking of the ways they can implement it for a positive result.

Your audience wants to achieve that outcome better, faster, and cheaper and with more precision, less error, and less effort.

That’s the purpose your content upgrade should serve.

What content do you plan to create in the future?

If you want to make upgrades a key piece of your list-building strategy, here’s what I recommend.

Don’t wait till after you’ve created your content to come up with an idea for your free resource.

Instead, strategize the future upgrade.

How?

Leave an open loop.

This technique uses the power of storytelling to get readers excited about your content upgrade.

Here’s what storytelling does to the brain:

How To Improve Your Sales Emphatically Through Storytelling

How do you achieve that?

Briefly mention a tool, a topic, a relevant experience, or an action step in your article.

Don’t expand on it in your post. Just mention it, and leave the gap wide open.

This way you’re giving people a piece of the story—not the whole thing.

The objective is to hook your readers.

Then, create an upgrade that closes this gap. I guarantee you, people will sign up to your list just to get the inside scoop.

With this technique, you’re utilizing curiosity, a major persuasion factor.

Step #3: Select an appropriate type of content upgrade

Now that you know what content you’ll cover, it’s time to establish the form.

How will you deliver your content?

Many people don’t give it much thought. They believe the content is the end-all and be-all.

Not true.

Content and delivery go hand in hand.

Imagine you promise subscribers a quick win, and you deliver your content in a 30-day email course.

There’s nothing quick about a 30-day email course.

But that doesn’t mean this form isn’t appropriate for a different result.

Let’s say you promise advanced in-depth training, and you deliver it in a cheat sheet.

The email course would serve your audience way better in this instance.

It’s why I use it. It works.

Quick Sprout Blog by Neil Patel 1

You could also use a webinar.

How to Use Email Segmentation to Increase Your Conversion Rate

Do you see how the type of upgrade you select can conflict with the actual content?

You want the two to work seamlessly.

Otherwise, your subscribers will feel cheated when they receive your resource.

The result?

They unsubscribe and never return to your blog again.

This is why I placed emphasis on establishing your goals in the beginning. It’s going to help you select the right type of content upgrade.

Here are the options available:

  • email courses
  • email challenges
  • cheat sheets
  • checklists
  • planners
  • ebooks or PDF guides
  • resource kits
  • case studies
  • video series
  • templates
  • printables
  • swipe files
  • transcripts
  • infographics
  • workbooks
  • audio files

These will give you enough food for thought.

Ensure you select the form that aligns with your content and its goals.

Step #4: Design your content upgrade

You’ve got your content figured out. You’ve got your delivery method aligned with the content.

This is where you might have some problems.

Or maybe not.

Designing a lead magnet can be time-consuming and challenging for some people. For others, it’s a breeze.

Here’s the thing.

It doesn’t have to be overwhelming for anyone.

Even if you don’t have one technical or creative bone in your body, you can do this.

And if you don’t want to, you can outsource it for pretty cheap. That’s why sites like Fiverr, 99Designs, and UpWork exist.

For those who want to handle it themselves, here’s how.

First, I’ll tell you my favorite tools:

  • Canva
  • Beacon
  • Google Docs
  • Word or Apple Pages

That’s it.

The best part? These are free to use.

Here’s an overview of how you can do this.

Step #1: Outline the content for your upgrade in a Google Doc or Word document

Whether you’re creating an ebook, ecourse, or cheat sheet, write out the most important points.

This will serve as a skeleton for your content upgrade.

Step #2: Expand on your outline

Flesh out your main points. I like to use dictation to get through this faster. This way, you can just speak about your topic and let the tool do the typing.

Go through it with a fine-tooth comb to make sure there are no errors.

Step #3: Use Canva or Beacon to create a beautiful layout

You can also do this with Google docs.

You can copy and paste images, icons, create tables, and highlight text to create a sophisticated design within a simple document.

Then, download your document as a PDF.

But if you want to step up your design, Canva and Beacon are the best choices.

Step #4: Create an image of your content upgrade

This is so you can place it within your blog posts or on a landing page. One of my favorite tools to do that is Skitch.

I use it to take a snapshot of the individual pages of the content upgrade. Then, I overlay them in Canva to create an image.

Like this:

Sales Pages Success Checklist

Step #5: Create a compelling call to action image to place within your blog posts

Again, you can use Canva to do this.

Here are some examples:

600px x 150px Use this 18 Point Checklist to make your sales page sing 1

Here’s another:

600px x 150px Use this 18 Point Checklist to make your sales page sing

It doesn’t have to be fancy.

You can use a feature box like this:

6 Step Sales funnel we used to make 220 750 from our online course 2

Step #5: Set up the delivery of your content upgrade

At this point, you should have all the assets created for your upgrade.

The task now is to set up delivery.

Step #1: Host the file in WordPress or with your email management software

Some email systems, like ConvertKit, allow you to host files. This makes it super simple to deliver them to subscribers.

The alternative is to use your WordPress account.

Go to your dashboard, find the “Media” tab and “Add New.”

Upload your file.

Upload New Media STORYSUASION WordPress

You’ll receive a downloadable URL (“file URL”).

Anyone with the link can now access your content upgrade.

Step #2: Set up a follow-up email in your email management system

This is what you’ll use to deliver your content upgrade. Place the link you got in Step #1 within your email.

At this point, you can set up a system to segment subscribers.

Let’s say someone opts in for a content upgrade on list-building. You can tag them to be transferred to a separate list designated for people interested in this particular topic.

Most email software allows for segmentation.

When you segment subscribers this way, you are better able to deliver emails aligned with their interests.

It keeps them engaged and your unsubscribe rate low.

Step #6: Promote your content upgrade and watch your list grow

The only thing left to do is to promote your content upgrades. The goal is to get them in front of as many eyes as possible.

Place them prominently within blog posts. Do it several times.

When you share your content on social media, let people know there’s an additional free resource that comes with it.

A good way to promote your upgrades is to repurpose them. It’s not necessary to create a new resource for each piece of content.

If you’re covering the same topics, your upgrades will be relevant to other content you create.

Conclusion

If you really want to take your list-building up a couple of notches, content upgrades are a must.

They enhance the value of your posts and give your audience a reason to hop on to your email list.

In some instances, content upgrades are more powerful than stand-alone lead magnets.

Why do people shy away from them?

It can appear to be time-consuming and complicated.

In some instances, that’s true.

But if you follow the steps in this article, you’ll have everything you need to quickly and painlessly create content upgrades.

Why not transform every piece of content into a list-building asset?

That’s the kind of transformation that impacts your bottom line. Try it out, and watch your email list numbers go through the roof.

Do you have any tricks for creating high-converting content upgrades?


Quick Sprout

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Killer Content For Internet Marketing

Professional copywriters call it killer copy, but for anyone involved with internet marketing, success starts with killer content. Let’s face it, marketing is about messaging, so if you can’t communicate your sales message to potential customers, they’ll never buy anything from you. When it comes to messaging, advertising pros talk about the big idea. Every promotion that you write and every marketing piece that you create must have a central, compelling core concept. This forms the central theme of the piece-everything supports it or helps to sell it.

Killer content makes the reader want to keep reading. It draws them in, and entices them with an implied promise of value, as long as they stay with you. With each word he or she absorbs, the reader must feel as though they are getting something in return for the time and energy they spend actually reading. By delivering on this implied promise, a network marketer can continue moving the reader towards the desired goal-a sale.

Everybody has problems, and everybody wants them solved. Creating killer content first requires that you clearly understand the problems that your target audience faces, and then that you have a solution in place to solve them. Begin crafting your marketing content by establishing the problem, and then focusing the pain. Do this well, and the reader who has this particular problem will be drawn into your copy and will begin to absorb your sales message.

Once you’ve gotten consensus on the problem-readers acknowledge to themselves that this problem exists and that it hurts-you can begin introducing how you will solve it. Of course actually solving their problem will require them to do business with you, but you make it clear that the solution exists. This is where good copy writing skills come into play. The more compelling and legitimate and exciting you can make your solution sound, the more likely it is that the prospect will buy.

For an example of how this is done, read any of the sales letters on web sites or blogs hosted by internet superstars. These people didn’t get wealthy by luck-they have been massively successful selling whatever it is that they are selling. And it all starts with a sales letter that brings people to the opportunity, engages them, resonates with them, and then convinces them to move to the next step.

If you engage in internet marketing, you work in an arena with unlimited potential. Learn how to create killer content, and you’ll also create unlimited success.

MaryJean Howe is a business coach and mentor based out of Oceanside, CA, that assists serious entrepreneurs in building a profitable online business with multiple incomes streams. MaryJean and her team have assisted hundreds of people, from doctors and lawyers to high-school drop-outs and single parents in generating profits that exceed 0K or more in their first year. For more information and to contact MaryJean, visit: http://www.MaryjeanMarketing.com

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These Six Content Marketing Tactics Will Give You 142% More Traffic in Six Months #bigcitymarketinggroup

You don’t need me to tell you how potent content marketing is.

I could spout off a laundry list of stats, e.g., “conversion rates are nearly 6x higher for content marketing adopters than non-adopters” or “content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.”

You get it.

But the term “content marketing” is a wide umbrella, encompassing a nearly infinite number of strategies and variations.

What you really need to know is which content marketing tactics will get you legitimate results—which ones will boost your traffic and generate sustained leads.

In other words, which strategies are truly worth your time?

In this post, I’d like to discuss six key tactics I feel are most pertinent for content marketers in 2017.

More specifically, these tactics will give you 142% more traffic in six months.

Here we go.

1. Create multiple landing pages

I’m sure you have a landing page on your website.

But there’s absolutely no reason to stop at just one.

In today’s digital marketing world, customer segmentation is vital, and the one-size-fits-all approach just won’t cut it.

Take a look at this data from HubSpot, demonstrating the correlation between the quantity of landing pages and leads generated.

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According to HubSpot, “While most companies don’t see an increase in leads when increasing their total number of landing pages from 1-5 to 6-10, companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15.”

Here’s the impact that multiple landing pages can have for both B2Bs and B2Cs:

image07

The point I’m trying to make here is that the more landing pages you create, the more opportunities you have to rank for different keywords, generate more organic traffic, and ultimately increase conversions.

After all, leads are more likely to convert when they arrive on a landing page that’s fully customized to address their specific needs and concerns.

Now, I’m not saying you necessarily need to create 10 or more landing pages. That may be an overkill in some cases.

But what I am saying is that it’s smart to segment your audience and create an individual landing page for each specific customer type.

Here’s an example:

image03

This approach is almost guaranteed to help you reel in more quality traffic.

2. Make infographics an integral part of your content formula

I feel a little bit like Captain Obvious by pointing out the impact of infographics.

But the bottom line is that this medium is your ticket to massive traffic.

Why?

It’s simple. Infographics get shared like crazy.

In fact, “Infographics are Liked and shared on social media 3x more than other content.”

image04

Here are a few more stats that prove the traffic-generating potential of infographics:

image08

They’re visual. They’re easy to follow. And they make it incredibly simple to digest complex information that would be difficult to consume in a traditional, text-based format.

Not to mention they’re fun.

There’s something inherently playful about infographics that makes people “eat ’em up.”

Just check out the number of shares this infographic from Copyblogger has gotten since the day it was published back in 2012:

image06

Pretty impressive.

I realize there are definitely newer, sexier content marketing tactics out there.

I also realize that interest in infographics has waned slightly over the past few years.

But they’re still one of the top forms of content in terms of traffic-generating potential.

That’s why I recommend making infographics a top priority this year.

Check out this post from neilpatel.com and this post from Quick Sprout to learn the essentials.

3. Create “cornerstone” blog posts

If you’ve been following any of my blogs for any length of time, you’ve probably noticed I like going big.

By this I mean that I:

  • create long-form posts (typically over 1,500 words)
  • include a lot of visuals
  • include statistics
  • cover a lot of facts and details that others may not always touch on

In other words, I strive to provide my audience with as much value as possible.

Keep in mind I don’t always drive the ball out of the park with each blog post, but there’s a consistent level of depth I strive to achieve.

And this has been a big part of my success over the years.

This is why I can’t stress enough the importance of creating “cornerstone” blog posts, and not merely your average, run of the mill posts so common on the Internet.

In a post on Kissmetrics, I highlight just a few of the benefits of creating comprehensive, long-form content:

  • higher rankings in search engines

image00

  • increased time on site
  • success in social media
  • a position of authority

One technique I’ve found useful for creating cornerstone content is to treat each blog post like a be-all and end-all guide.

Attack it with the intent of creating a definitive post that will answer nearly any question your audience may have.

Cover the entire spectrum.

I really recommend checking out this post I wrote on neilpatel.com to learn more about this process.

It also includes some concrete examples you can use to guide your efforts.

Now, of course, you probably won’t have the time to create five-plus posts like this each week (or even three).

That’s why I suggest at least considering scaling back your content and focusing on creating fewer but higher quality in-depth posts rather than churning out dozens mediocre ones.

4. Get cozy with video

Here are some quick stats from HubSpot regarding the state of live video.

  • “Cisco projects that global Internet traffic from videos will make up 80% of all Internet traffic by 2019.”
  • “4x as many consumers would prefer to watch a video about a product than read about it.”
  • “43% of consumers wanted to see more video content in 2016.”

image02

No matter which way you slice it, a steady diet of video content is going to crank up your traffic.

This brings me to my next point.

5. Behold live video

I’d like to take it one step further and discuss a key video trend that’s catching on currently.

And that’s live video.

Platforms such as Facebook, Periscope, and YouTube offer live streaming, allowing your audience to watch your video content in real time.

In my opinion, live video is one of the top ways to increase engagement levels and bring a massive influx of traffic.

Here are some numbers to back this up:

  • “A significant number (50%) of marketers plan on using live video services, and 50% want to learn more about live video.”
  • “People spend 3x longer watching video which is live compared to video which is no longer live.”
  • “Facebook generates eight billion video views on average per day.”

I love this medium because it allows me to create an authentic, one-on-one-connection that’s nearly impossible to create otherwise.

It’s also cool because most live video services allow you to answer your viewers’ questions, giving you the opportunity to interact with them in a very personal way.

If you haven’t experimented with live video yet, I recommend giving it a shot.

It can push your traffic numbers off the chart.

Check out this post to learn how to use live video to build your personal brand.

6. Harness the power of content curation

At first thought, content curation might make you feel that you’re being lazy or maybe even unethical, as if you’re a poser who’s taking credit for the hard work of others.

But it’s not like that at all.

In fact, “only 5% of marketers worldwide never share other organization’s content, while nearly 1/3 share blogs, industry publications, or other resources on a daily basis.”

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Content curation is an integral part of social media marketing, and almost every legitimate brand participates in it to some extent.

When you do it correctly, this practice can do the following:

  • boost your brand equity
  • establish you as a thought leader
  • bring in a steady stream of high quality traffic

More specifically, “41% of marketers that curate content indicate it has increased the number and/or quality of their sales-ready leads.”

The key is to curate content the right way.

By this I mean upholding rigorous quality standards and always ensuring that the content you select is relevant to your audience.

One person in particular who I feel crushes it at content curation is Brian Dean of Backlinko.

Just check out his definitive guide on link building.

Embedded within the guide are plenty of links to external resources that greatly enhance the content and provide additional insights.

Here’s what I mean:

image01

Of course, this is just one example. There are plenty of other ways to go about it.

Just use your imagination.

Conclusion

In my opinion, all six of these content marketing tactics are incredibly useful for revving up your traffic.

They target your audience in different ways, and when used collectively, they can produce a traffic surge.

I’ve experimented with each one and have seen positive results. Collectively, they helped me increase my traffic by 142% in six months.

Be sure to work these into your 2017 content marketing plan.

Which specific content marketing tactic have you had the most success with?


Quick Sprout

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8 Content Marketing Tricks That Helped Dollar Shave Club Go Viral #bigcitymarketinggroup

8 Content Marketing Tricks That Helped Dollar Shave Club Go ViralAsk any North-American male aged 17-30 whether he’s heard of Dollar Shave Club (DSC).

He’ll probably say, “Yeah.”

And it’s not just dudes who know about DSC. A lot of women know about it too because they’ve bought subscriptions for the men in their lives.

Dollar Shave Club is a classic example of startup that blew up—in a good way.

What was one of the first signs of their success?

A video. A viral video.

If you haven’t seen it, you ought to check it out:

The company’s launch video, casually titled “Our Blades Are F**king Great,” quickly became a sensation on the web.

With punchlines and gags to suit a variety of tastes, the video racked up nearly 5 million views within the first 90 days.

Download this cheat sheet to learn about 8 key strategies that Dollar Shave Club has used for their content to go viral.

The company’s founder, Michael Dubin, had a few aces up his sleeve to help create a professionally cut video.

The CEO studied performing arts at Upright Citizens Brigade (UCB) in New York, where he learned to use the power of comedy to capture the attention of an audience.

He also leveraged his contacts from his time at UCB to bring on a director and connect with a production studio that helped keep costs low. The original DSC launch video was only $ 4,500.

Most brands trying to produce a tightly choreographed video like the one DSC produced would expect to spend closer to $ 60k.

But the viral video wasn’t pure luck. The whole thing was carefully orchestrated. But let’s be honest, most startups aren’t Dollar Shave Club.

You probably don’t have a background in theater to help you be as funny as DSC’s CEO, and it’s not likely that you’ll create something that goes on to secure over 7 million views.

But don’t get caught up on the view count. You can still be successful without trying to chase the same numbers if you break down what DSC did in their quest for a successful launch.

Here are 8 tricks you can pull from their viral campaigns to help you boost your own content strategy.

1. The power of video

Simply put, video is the best format for telling stories. You can connect with a consumer and establish a powerful emotional connection with your audience through the use of video more so than any other content format.

You can flesh out that one concept that resonates with an audience and deliver it with a voice and personality that captivates them through a one-on-one connection.

DSC use of video was a smart move, especially given video usage statistics. HubSpot shares a number of compelling stats that show why diversifying content marketing to include video is a smart move:

  • 92% of mobile video consumers share videos with others
  • More than a third of all online activity involves watching videos
  • More than a third of consumers trust video ads
  • 80% of users can recall a video ad they viewed in the last 30 days
  • Enjoyment of video advertising increases purchase intent by 97% and brand association by 139%

2. Great storytelling

I’m convinced that great storytelling is crucial to a brand’s viral success. This happened at DSC.

Here’s the story (about the story) from Adam Weber, Dollar Shave Club’s CMO.

“What we’ve really focused in on since our launch video has been all about finding which new stories to tell, to what consumers, and then finding the right distribution platforms to tell them. We take our video storytelling to the obvious places. We do a lot of investment in television, which is a great place to tell a narrative with video.”

Here’s more of his explanation:

I think in the long term, as you get more into the digital places, the social outlets like YouTube, Facebook, Snapchat, Twitter — those types of venues are great venues for telling stories via video. Those have become an increasingly larger part of our game plan. They offer a lot of unique capabilities that something like television doesn’t offer.

Not every aspect of a marketing strategy needs to contain storytelling, but it should be a part of your marketing strategy, and DSC’s success is proof of that. There are three reasons why it works.

image05

  1. First, stories grab the attention of the audience. When you have an impressive and captivating narrative, people will want to satisfy their curiosity—especially if the story is relatable.
  2. Second, having a strong narrative helps build the trust with your audience. People trust you more when you open up and share personal stories with them. It works very similarly when brands share their narratives, and it brings the audience back for more.
  3. And third, stories simply do a better job at grabbing the attention of most people over raw content like statistics or facts. Not to say those aren’t interesting at all, but you’re guaranteed to capture more interest if you can tell a story around facts and data.

3. They knew their audience

Another thing that stands out with Dollar Shave Club is their knowledge of their target audience. DSC talks to men in a pretty relatable voice, providing something that never existed when it comes to men’s grooming products.

Prior to Dollar Shave Club, a lot of the razor content and brand positioning either used a highbrow “gentlemanly” approach or painted men as hairy Neanderthals who needed blades with the edge of a katana to stay smooth.

But how long can you sell products pushing the “closer shave” approach?

Dollar Shave Club shows that when you take the time to unearth what your audience wants, you learn how to talk to them. You can create content that uses language they can relate to, with ideas that make sense.

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Every content marketing strategy should begin with good, deep buyer research so you know what they want, how they want it, where to find them and how to get it to them.

4. Focused on the value proposition

No matter how hilarious the video is, all those views won’t translate into sales and revenue if you can’t connect the product to the consumer in some way. Storytelling is a good start, but so is knowing your audience.

Dollar Shave Club knocked it out of the park by staying focused on the value proposition with their messaging and content, from landing pages to videos.

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When you watch the videos, you understand the convenience of never having to shop for replacement blades, and you also appreciate the price. I know, like many men do, the frustration of watching the price of blade replacements climb constantly.

Dollar Shave Club didn’t have a unique product. Razors are everywhere. Still, they developed a unique value proposition around their products and made sure to keep that front and center throughout their content marketing campaigns.

5. Easily sharable

Dollar Shave Club includes traditional media placement, like television, in their marketing strategy. But the success of the launch and rapid growth can be attributed to the shareability of their digital content.

By creating a variety of video content, along with stop-motion animations, promoted through social media, they made it easy for prospective customers and consumers to share that content with their friends and family.

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It was, and still is, a perfect formula for getting content to spread. Simply create content that triggers positive emotions.

Awe-inspiring content, humor, and strong stories make any piece of content engaging and shareable.

6. Every word has a purpose

Early in the production process, Dubin had a sizable script that ran upwards of four pages. Part of the creative process meant trimming that down. It’s an approach you have to take with content, no matter the format.

If content isn’t 100% essential to delivering the message, it needs to be cut. Every word, moment, and frame of a video must have a purpose or a point.

Once the content was stripped down to its bare bones, focused only on the brand messaging, the team went to work scripting humorous content to keep the video light-hearted, but sharp-witted and funny.

People understand brand messaging, and when you subvert that, they recognize the risk you took,

says Lucia Aniello who directed the launch video for Dollar Shave Club and worked with Dubin to craft the script.

Learn to trust the funny. If you take a risk, you may get a reward.

A perfect example is the unofficial tagline of the company that acts as the title for the first video. While trying to establish a solid line that would hit the audience hard at the beginning of the video, Aniello suggested “Our blades are f**king great.”

image00

I remember Mike’s face when I first said that line,

Aniello recalls.

There was a half a second of concern, and then whatever angel sitting on his shoulder—or devil maybe—said, “Go for it.”

7. Strategic content release

There are plenty of marketers who will tell you that Dollar Shave Club just got lucky with the content. Some would say the same for the Old Spice commercials that mixed randomness with wit and humor.

Luck certainly plays a role in any piece of content going viral, but timing is important as well. Dollar Shave Club knew this much, which is why they had some strategy for the release of their content.

In fact, the video was technically live online before it was a viral hit as the team showed it around to attract investors and to gauge reactions.

When it came time to launch, the video piggybacked on a funding announcement Dubin knew would gather plenty of media coverage. That pushed a lot of traffic toward the content and ensured it wouldn’t disappear among the countless hours of content uploaded to YouTube every minute of every day.

You have to think strategically to give your content a fighting chance. Don’t try to release content into a vacuum.

8. The content was funny

People don’t share content just for the sake of sharing it. Think about the content you’ve shared most recently. There are likely one or more reasons you did so:

  • The content resonated with you on a personal level through a common thought or belief
  • It was inspirational and connected with you emotionally
  • It was funny or educational—or both
  • You found value in it and felt your connections would also enjoy it

The Dollar Shave Club video, and much of their content marketing, revolves around an amusing, witty, self-deprecating sense of humor. It’s compelling in a Jackass/Knoxville kind of way (minus the violent shots to the groin.)

image01

But you don’t need to have raw comedic talent or formal training to make a strong connection with your audience. In fact, if you try too hard, your message could come off as forced.

It worked for DSC because they knew their audience, but more importantly, it was the personality of the brand. There was consistency in the brand messaging and the content itself.

DSC wasn’t funny just for the sake of being funny.

Conclusion

The success of Dollar Shave Club’s content can be replicated, but it shouldn’t be duplicated.

With the right strategy, you can develop content that will captivate your audience. You just need to understand what they want and discover how to talk to them.

With that information, you can diversify and produce content in formats that will be most successful with the people you’re trying to target.

You don’t need to be funny. You just need to be authentic, sincere, consistent, and willing to listen.

What tricks can you borrow from Dollar Shave Club to increase your brand’s power?


Quick Sprout

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Marketing Keywords for Content Marketing

The importance of write-up marketing in relation to the success of an on-line business is popular by almost all business people. It is an accepted fact that content marketing will assist your website attain a natural increase in the search engines because of the traffic it could drive for your website.

Marketing Keywords are important aspect in article marketing because these optimized keywords can give the organic growth in ranking of one’s website. This is an objective higher in the priorities because, you hope to obtain your goal which will be to stay longer by sustaining rankings in the search engines. New and small marketers can easily take advantage of using these Marketing Keywords, since this is the first step to be noticed in the internet.

Properly optimized keywords can rank your brand new company in the search engines and might even attain almost the exact same level as the large company. Small enterprise with lots of articles containing more Marketing Keywords can bring more chances of getting higher rank in the page results. This can show no discrimination to innovative and small company because they have the same chances as the big and stable companies to get the highest rank in the search engine pages.

Having a list of these Marketing Keywords ought to be the first thing to accomplish in order for the website owner to have success. The keywords in your list should be related to your website simply because these are the ones that the search engines take recognition. Two word phrases may be the ideal ones for you basically because these could be the many popular in your niche. But the issue with these two word keyphrases is the competition that you might have which can be massive.

Ranking high in the search engines may be challenging to achieve because of the competition you could possibly encounter. There are other strategies nevertheless, as you can certainly use different two word keywords and key phrases in the articles for submission and any one of these articles can rank high in the search engines. Using lengthy tail phrases in your articles could be more of a bonus because it can be much more particular in the search query. This may also give you a higher ranked web page simply because of the lesser competition you may encounter.

This long tail keyphrases may contain four to five words which can be used in the title and also in the content body. Having these keyword phrases well introduced into the articles body will offer good optimization. Using the right Article Marketing techniques really can certainly give your website a high rank in the search engines. The use of right SEO keywords is usually the correct marketing technique and could give you the high rank which is your ultimate goal.

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Content Is Important In Marketing

Content to banner is what display is to a store. Be it brochure, business cards, pamphlets and any other promotional material, content has an important role to play. Good content is what keeps your business distinct from others and create a brand in the market. Of course marketing and other aspects of a business are as important as literature. However, it has been observed that poor quality of content can undo your efforts. Whereas catchy and interesting content always help in attracting customers and to convey the right message to people. Interesting slogans and attractive features always hook peoples attention.

At the same time, how the content is presented also makes difference. Conventional wooden boards used for hoardings are a pass now. With ever-growing competition, the need of the hour is to develop unique strategies and introduce innovations that would take your business to new heights. Elegant aluminum and other metal stands with fine finish fixed outside or inside the store leave an ever-lasting impression on customers. The new-age display boards are very stylish as well as sturdy. Classy banner reading apt content can do wonders to your business.

Literature stands are very popular these days. Available in many designs, these stylish and compact stands can be anywhere in the store or even at the trade events. Content speaks a lot but style speaks even louder. Overall design of the visual, paper quality and printing style- everything matters when it comes to brochures, Banner , leaflets. To make that style statement, it is a must to place your products and related literature in the most attractive fashion. Keeping magazines, journals, newsletters, brochures etc. on the flat surface is really boring. There are many designs of literature racks on the market to suit your requirement. Brochure holders are very compact and can be placed gracefully on the counter top. Stylish and elegant literature racks and banner stands attract customers and they think high of your shop.

People usually want to get complete knowledge of the product they are planning to buy. Each feature and especially any distinct feature described with illustrations can be very informative. Content should be well-written and relevant. At any point of sale/ purchase, it is necessary to keep brochures detailing all particulars of the products. Be it the counter-tops or floor literature racks, it is the surely a best buy for your store. The more people read about your store or products, the more they will be interested in buying from your store. Literature is a very important tool of advertising. It is a good marketing technique to distribute your business brochures and pamphlets among people in the nearby areas. Sometimes even customers want to read literature about certain products. So leaflets, brochures should be handy and easily approachable. In addition to literature racks, display boards are also crucial to any point of sale. Glow-signs or pop-up displays are very eye-catching and hook peoples attention.

Name has more than 10 years of experience in advertising field. He shares his ideas about different products like Banner and Display stands to use it efficiently in any promotional event

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Content Marketing for the new age

Marketing is always going to be a tough job no matter where you do it. Marketing on the internet is no different; in fact it also has a few nuances that are unique to the environment that you never encounter them anywhere else in the marketing field. You have to be aware of all these nuances or you can market yourself until you are blue in the face and you will never get anywhere. The trick to marketing well on the internet is to use content for everything that you do on the web. Content for your products, content for your business, content for your adverts and of course content for your website itself.

You need to be able to create fresh and unique stuff that will keep your readers coming back as well as keep the attention of the search engines. Content marketing online means that you have to create content that is always new and never been used any before. The only way to do that is to create it from scratch. Using the same old material from the net is a waste of time unless you can recycle it so much that it doesn’t even resemble the same text. That kind of rewriting takes a fair amount of skill and solid understanding of the language that it is written, in order reword everything in a sensible and cohesive manner. When it comes to text you have a number of useful options that you can use to maximise your reach with it. You can post articles in article databases, you can create a blog that is dedicated to your topic and you have fresh new stuff written for the blog every day. If you include the blog on your website, then you can increase the crawl rate of the search engines to help improve your ranking. You also have the option of using social media platforms to help improve the contact you have with your customers. It creates an interface for them to give you direct feedback. As long as you can respond quickly and show people that you are there to help with their reputation then you will create loyalty with all your customers.

You can also create video and audio content where your clients can listen to what you have to say and hear about new offers that you have. You can create videos about your product, demonstrating how effective it is for example. The possibilities for your content are endless and you just need to find the right people to handle it for you if you haven’t got the time to do it yourself.

Daniel Jack is an expert social media writer. He writes article dedicated to content marketing and share praiseworthy information on social media content australia. His articles are worth reading.

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Effective content marketing strategy

Even though the importance of content has been emphasized repeatedly, building up customers trust, the most effective strategy in advertising and marketing is content. Due to customers being wary with regards to marketing, they look for means and ways in which to connect and trust your company. What makes a customer choose your product, all things being equal over similar or the same products? Firstly, like equals trust and customers tend to choose companies that offer obvious product or service benefits as well as good pricing and would rather choose a company that provides additional informative content on the product or service advertised.

For example, if a customer had to choose between buying eye drops from company A or B, and while browsing reads a blog post on the website of company A that has provided some great content marketing strategies regarding certain problems the ingredients in certain eye drops can cause, the customer will immediately build a semblance of trust with Company A. The customer was provided with valuable and informative information from which they learned something as well as enjoyed reading the article from company A, whereas company B provided nothing of interest or value. You are proving to potential customers, that you want to provide them and educate them with informative resources, as opposed to just trying to make a quick buck. By having your own blog, this is an effective way to market your product by using informative content which in turn can be added to your overall link and strategy for the best results. Always place your focus on what the customers want. For example, you sell vitamins, your customers would want information on what the difference is between natural and organic vitamins, and if taking more than the required dose would harm them in any way, and what new or additional products you have to offer. By providing your customers with topics and points they are interested in, you not only gain their trust by also increase your sales. You can also briefly mention what you do by including a short bio that will link them directly to your website as opposed to specifically pitching your product.

Another great marketing tool when it comes to content is the e-Book or whitepaper. Create a short e-Book on “The Importance of Vitamins” for instance, that will help and inform the customer. Provide a sound resource and not blatant promotion. Then announce that there is a free e-Book on vitamins on your blog and include a link. Set up posts to Twitter and Facebook, so your new posts will be visible, and people following you will not miss these articles.

Daniel Jack is an expert social media writer. He writes article dedicated to content marketing and share praiseworthy information on social media content australia. His articles are worth reading.

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Content Marketing Product

Staying at par with the competition is no longer an acceptable notion in the business parlance. These days, you should be able to stay on top of the game; in any way you can and for as long as you can. It is very important to be creative in marketing your products and services in order to keep up with the growing demand for innovative information from consumers.

Buyers nowadays are looking for information on the internet and they tend to get more than just one source. They are becoming more aware of the fact that they have a wide choice in products and services in the market and that they should get all pertinent information before they make a purchase in order to get their money’s worth.

Content Marketing is rather unconventional yet clever way of advertising products and services, in a way that it is disguised as an informative piece of writing.

The first step in Content Marketing is to choose a particular topic that is useful to as many readers as possible. It is important that the topic should come across as informative as well as fresh to the eyes of the prospective or targeted buyers.

The next step is to hire a writer or writers to do the piece. The best choice will be to hire a freelance writer who will surely do the appropriate amount of research and write the piece with as much objectivity as possible. Hiring a freelance writer is also a money saving technique as opposed to retaining a staff to do this one time work.

The key to successful Content Marketing Strategy is that the articles written are backed up by sufficient and reliable data such as statistics, etc. The writer should be able to relate the data to the products and services, and make a great build up that will solicit an inevitable conclusion from the readers: that they need to purchase these products and services.

Nizzura is a full time internet marketer who earns more than 0,000 a year from his online business.

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10 strategies for using LinkedIn for masterful content marketing

10 strategies for using LinkedIn for masterful content marketing
In an ever-crowded content marketing landscape, finding new avenues to reach consumers and build your audience is a high priority, and LinkedIn represents an underused (yet highly promising) opportunity to drive the quality visibility and engagement …
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6 Content Marketing Resources Brands Should Be Aware Of
Yes, I know my title ends in a preposition. Sue me, grammar police of the world. There's a reason that content dominates the world of marketing: It allows businesses to leverage their knowledge and stand out from their competition. Besides being cost …
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Believing These 5 Myths About Content Marketing Keeps Your Small Business From
Believing These 5 Myths About Content Marketing Keeps Your Small Business From Growing When you run a business, it's hard not to learn everything you can about every topic related to running your company. You have your hands in development, sales, …
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