How to outsource your content marketing
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Why you should outsource your content marketing Bill Rice, Founder & CEO Kaleidico Digital Marketing
Transcript of How to outsource your content marketing
Why you should outsource your
content marketingBill Rice, Founder & CEOKaleidico Digital Marketing
Questions? Don’t want to the end.
Bill [email protected]: @billriceGet new marketing ideas weekly:http://kaleidico.com/newsletter
Why content marketing is important
● The internet is content, hyperlinked together● It’s at the core of all digital marketing tactics● Creates all sorts of additional opportunities
○ Top 3 reasons people follow brands○ Primary driver behind 50% of purchases○ 55% more web visitors○ 434% more indexed pages○ 97% more back links
Source: http://sprk-d.com/content-marketing-101-content-marketing-important/
What should be your top priorities?
All young businesses should be focused on refining and perfecting two core competencies:
1. Product development2. Business development
No marketing?
Why isn’t marketing on that list?
● Marketing doesn’t inherently increase the value of your company
● Marketing methods, strategies, and tactics change frequently
● Marketing should be a variable cost, based on performance, not a fixed cost
Questions? Don’t want to the end.
Bill [email protected]: @billriceGet new marketing ideas weekly:http://kaleidico.com/newsletter
The Dilemma...
I need marketing, but...
● Most startups DEPEND on the Internet for awareness and business opportunities
● The Internet IS content● Therefore, you NEED content● But, content marketing CAN’T be a priority● What? I’m confused.
How we think it works
How it really works
The reality is that you...
You are very unlikely to create the content you need and definitely won’t create it in the quantity, quality, frequency, and consistency that is necessary to make an impact in your online marketplace.
Assuming you’re buying in...
when you outsource your content marketing,
don’t forget...
You’re the expert
When outsourcing content
You’re the expert. No one will ever know your product and market better than you. You are outsourcing content for efficiency, not expertise.
Find other experts
When outsourcing content
You must look for experts. Don’t hire random generalist writers--even if they are professionals. Whether you are using an agency or a freelancer, make sure that they are credible, authoritative authors in your market.
Stay in the action
When outsourcing content
Stay engaged in content production. Although you are producing the final product, you still MUST be highly involved in the production process--editorial calendar, topic strategy, media type.
Know the content market. Know the competition.
Know your content market
Don’t create content in a vacuum. Know what content is already in the market:● What are consumers already seeing?● How is Google defining (ranking) the
concept?● What are your competitors doing?● Where are the gaps?
Lead & coach the editorial process
Take a leadership position
As the expert, you have to continue to lead and teach within your content marketing program. Left alone or unsupervised your content will quickly become just another repetitive voice in the market. Google any concept and you will find a leader and hundreds of “me too” content. Look for opportunities to be the leader.
Be the head promoter
Be the biggest fan of your content
Why, oh why, does everyone neglect their own best content? If you’re proud of it share it and promote it like crazy. If you’re ashamed of it then you shouldn’t be publishing it--change something. Content marketing is not a static game. It will never see the light of day without your getting it shared and distributed to audiences.
Time to get to work...
What should you be doing?
❏ Blogging❏ Photos & Video❏ Content Distribution❏ 3 to 1 (if possible) Offsite Blogging❏ Email Capture & Marketing!
Questions?
Bill [email protected]@billrice
Get new marketing ideas weekly:http://kaleidico.com/newsletter
