I just finished rereading Carol Dweck’s Mindset: The New Psychology of Success, and it got me thinking about developing a content marketing mindset. Today, so much of marketing is about online content. For almost all businesses, marketing online can be used to support marketing offline. And for many business, online marketing can become the primary way to market a business.
As I’m sure you know, most people don’t run to the phone book anymore when looking for a business. (Side note: last time I asked someone if they had a phone book (which I was going to use to prop up a projector, not look up a number), they laughed!). Instead, they look for a business online. They ask their friends online. They research online before making their purchasing choices. Whether you have an online business or an offline business, developing a content marketing mindset can help you market your business more effectively and increase your sales exponentially.
Build Your Credibility
The first step toward developing a content marketing mindset involves using the online world to build up your credibility. Use your blog, release white papers, and participate in social media and more to ensure that your reputation is well represented online. Work to perfect every social media profile (it will take time and experimentation) and don’t start an account unless you are willing to keep it up to date at least weekly.
Seek Out Thought Leadership
Getting to know thought leaders in your industry can actually rub off on you and make you into a thought leader – eventually. Find and follow thought leaders in your industry, comment on their blogs, offer donated original content, review their products, and ask them to review yours. Interview them on a podcast. Do what you need to do in order to become part of their circle.
Understand Your Business
As you are building credibility and hobnobbing with thought leaders, study your niche and your business. You need to know everything there is to know, inside and out. That way when someone asks you a question you’re ready with a good answer and “sound bite” that can be used, makes sense and is true representation of what you do and what you stand for. Plus, you’ll have more to say (blog) if you know more.
Become a Strategic Publisher
Learning to think like a publisher is essential today in the online marketing world. Developing a publication calendar will go far in helping you know what information you’re going to share with your audience over time. If you take the time to develop a calendar, you can match product launches with the content. Doing without a publication calendar is a huge mistake. Planning in advance from day one will ensure that everything you do has a purpose.
Develop Your Own Online Space
In the old days of marketing, content marketing consisted of sending out duplicate articles to article directories. But, today content marketing consist of filling out your own online real estate with content before you even think about donating to any other sites. There are some people who disagree, but generally speaking I think it’s smart to establish your credibility and authority on your own site before you shift your attention to other people’s sites. The more relevant, useful and enlightening content that you can put on your own online real estate, the better for SEO, and the better for your audience.
Remember That You Are in Control
Sometimes, as a business owner it can be hard to remember who is in control. But, if you can accept that you’re in control of your own business and your own destiny, you’ll have a better chance of successfully developing and following through on your ideas, as well as meeting your goals.
Build Your Lists
One way to remain in control is to always be building your lists. Your email lists are the difference between success and failure when it comes to online marketing. Set up sign-ups for your newsletter or lists on your content and on your websites in ways that your audience cannot refuse. Plus, provide value by using the lists appropriately to build relationships and provide information.
One way to build relationships is to build online communities through your content marketing. Using your content, lists, and social media networks to build a community is an essential component of content marketing today. Because just producing the content isn’t enough; you have to push it out to your audience, too. Although I focus primarily on my own websites, I do use social media to help build community among those I serve.
Online marketing, and specifically content marketing, is an essential element of marketing today for almost all types of businesses. Developing the right mindset will help you develop the right marketing plan and that will move your business forward.
If you’d like to discuss how to implement a content marketing strategy, please email me for more information.