Turn your content into "currency"

July 30, 2018

 

Recently I was watching one of my favorite YouTubers John Henry, Harlem Capital's Co-Founder, dropping major “gems” on his channel. He said “Content is Currency". I sat back and started thinking, what exactly does this mean and how does it apply to entrepreneurs? Having listened to the entire series, his statement couldn’t have been truer. Today's marketing strategies include, creating compelling content that eventually converts to currency.  It’s about creating a platform for an audience that resonates with your brand. 

 

Content creators such as bloggers, comedians, influencers and entrepreneurs, have been able to use content, to build profitable brands. There’s literally a demographic of people for every brand out there. Meaning, there’s really no such thing as a “saturated market” when you’re able to create your “own lane”.  For example, Denene Millner, Founder of My Brown Baby, created an online platform for expectant mothers to share parenting advice, tips, and experiences. Millner has authored 6 New York Times best-selling books, which has earned her a status on Forbes Top Influencer list. 

 

As a fitness trainer, Simeon Panda  started blogging in 2013. Panda is one of the most influential fitness entrepreneurs in the world. What captured audience’s attention? A video of Simeon using a more effective way to lift a 230 pound dumbbell. 

 

Coco Cozy, a television executive by day, with a passion for interior design, started her blog in 2008. What began as a hobby, turned into a full booming textile brand that includes, a collection of home furnishings, luxury pillows, throws, bedding, drapery, and rugs all designed by Coco herself and manufactured (all or partially) in the U.S 

 

Each influencer used content to create their own lane thus, building a brand that created "currency". 

 

Consistency seems to be the overall theme here. If blogging isn't your thing, perhaps recording short videos is another alternative. It's about finding what works best for you, and your brand. If you're still unsure of which method to incorporate into your content marketing strategy, read on, as I break down possible ideas! 

 

There are various ways for you to create content, from blogging to video, however, video still reigns supreme, as one of the most effective ways to engage with your audience. 

In a published report, conducted by Wyzowl

 

State of Video Marketing surveyed 570 respondents. Participants included both marketing professionals and online consumers. Statistics showed that 

81% of businesses use video as a marketing tool -- up from 63%, the number reported in their 2017 survey. 

 

Respondents were specifically asked how much video content they watch, of which the answer is: 

the average response was 1.5 hours. 15%, meanwhile, stated that they watch more than 3 hours of video on a typical day.  Video can be used as a means to effectively drive business, in various areas. Here's a few cited facts from Wyzowl's survey: 

 

• 97% of marketers say video has helped increase user understanding of their product or service. 

• 76% say it helped them increase sales. 

• 47% say it helped them reduce support queries. 

• 76% say it helped them increase traffic. 

• 80% of marketers say video has increased dwell time on their website. 

• 95% of people have watched an explainer video to learn more about a product or service. 

• 81% of people have been convinced to buy a product or service by watching a brand's video 

 

Blogging 

 

Blogging is another form of content marketing, however you can get even more creative by incorporating both video and written text on your blog. This strategy helps to increase your following and drive traffic to your blog. As previously mentioned, video tends to drive traffic to your website and increase your following. Here's a few reasons why starting a blog can help build your brand: 

 

Websites with a blog have tend to have 434% more indexed pages. (Source) 

 

An important factor of SEO is having a lot of content for search engines to crawl and index. This helps search engines more easily recognize that your website is a resource with tons of information for people to consume. 

 

Here's a few blogging stats to show how effective content marketing is 

 

 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)  

 

Your blog should include content for all stages of the funnel. While top-of-the-funnel content is likely to draw in new people, more middle-of-the-funnel content will start laying the foundation of working with your organization or considering your product.  

 

Blog articles with images get 94% more views. (Source) 

 

Including an image or visual with blog posts used to be merely a recommendation. In 2016, it's mandatory and the numbers prove why.  

 

94% of people who share posts do so because they think it might be helpful to others. (Source) 

This statistic illustrates the importance of creating blog content that is actually useful. If your blog content isn't helpful, don't be surprised if it doesn't get shared.  

 

B2B marketers that use blogs get 67% more leads than those that do not. (Source) 

 

The traditional methods of lead generation are simply not as time or cost-effective as blogging for B2B marketers. 

 

Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts. (Source) 

 

Companies who blog receive 97% more links to their website. (Source) 

 

Based on the stats provided, blogging is an effective way to market your business. Blogging is a great approach to building a reputable brand as an industry expert while using it as a tool to educate your audience. Your blog is the vehicle that drives your brand towards the pathway to success. 

 

Email marketing 

 

Some of your favorite brands use email marketing as a tool to engage with customers, increase sales, and drive traffic to their website, storefront, or even an event. If you've been following my blog for a while, then you know, one of my favorite go to lines about email marketing is, "Email marketing is a top of the mind strategy for your customers". What exactly does that mean? It means that consistency in branding keeps your business on the minds of customers, this includes, promotional offers, informational resources, or upcoming events. All of which are intended to generate interest regarding your products and services. Check out these email marketing stats to understand its true effectiveness. 

 

Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders. 

 

59% of B2B marketers say email is their most effective channel in terms of revenue generation. 

 

80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media, identified by just 44% of those same professionals 

 

 For every $1 spent on email marketing $44 is made in return, according to a study by Campaign Monitor. 

 

Consistently producing content leads to currency folks! Create your product/service or whatever you're looking to package and sell. Write out a plan of attack on how you'll reach your goals, to build your audience. Watch the customers roll in, speaking engagements start lining up, unbelievable partnerships and collaborations come to fruition!

 

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