Lee Odden Shares His Secret to Content Marketing Fitness #CMWorld 2019

Let’s face it: Too many people are yo-yo entrepreneurs.

We deploy a marketing campaign the way in which somebody would possibly strategy a fad weight loss program: With nothing however our preliminary enthusiasm to preserve it going.

And like a fad dieter, we get outcomes… for a short time. Then the marketing campaign runs out of steam and we’re again at sq. one.

Wouldn’t it’s good if these preliminary successes may final? If we may go from “fad diet” advertising to lean, imply advertising machines?

At his Content Marketing World session, TopRank Marketing CEO Lee Odden laid out a blueprint for a way to just do that.

Not solely is Lee a champion of always-on advertising that will get sustainable outcomes over time, he’s additionally achieved a dramatic bodily transformation up to now 12 months. He’s misplaced 65 kilos and simply completed his first half-marathon.

Turns out, the identical self-discipline and technique that makes for nice content material advertising is incredible for health, too. It’s all about consistency and persistency.

Here are Lee’s 10 Exercises for Content Marketing Fitness.

10 Steps to Content Marketing Fitness

#1: Warm Up with Customer Insights

“Know your customer” is a fairly normal motto for entrepreneurs. But most of us don’t get deep sufficient into what these three phrases actually imply. Truly understanding your buyer means having perception into:

  • Activities: What does their workday seem like?
  • Pain: What are they affected by/anxious about?
  • Goals: What do they want they might accomplish?
  • Influences: Who or what’s offering steering?

To heat up your buyer insights, you want to reply all of those questions for every stage of the shopper journey, ideally with first hand knowledge.

#2: Strengthen Your Core with Strategy

Before you begin creating content material, you want to know what that content material is supposed to accomplish. Most content material plans gained’t contain leaping straight into driving leads and shutting gross sales.

The first a part of your technique ought to contain assembly the shopper the place they’re (based mostly in your footwork in step 1), difficult their established order and welcoming a change in notion. Then you may start the method of capturing leads and driving income.

#three: Optimize Your Strategy with KPIs

As you developed your technique, you had objectives in thoughts: Our content material ought to change individuals’s thoughts about X, assist them see the advantages of Y, and many others. Now you want to put these objectives into measurable KPIs with matching metrics, like so:

The most essential half? Set benchmarks earlier than you begin. Without benchmarks, you don’t have anything to examine your new marketing campaign to.

#four: Create a Powerful Story

This is my favourite half: Take your content material technique and switch it into the story you’ll inform all through your marketing campaign.

That means constructing a bridge of narrative that connects your viewers from their present state – their desires, wants, ache factors – to your resolution. It means serving to them clear up a number of issues alongside the way in which, even issues which have little to do together with your providing.

For instance, this marketing campaign from our consumer Prophix in the end leads their viewers to an answer: Using real-time knowledge with their plug-in for PowerLevel. But alongside the way in which, it helps finance leaders degree up their presentation abilities in lots of different methods, together with recommendation from influential specialists (extra on that later).

#5: Optimize Your Content Mix

With your story define in place, the following step is to create the framework in your content material. Lee recommends a hub and spoke mannequin. Anchor content material is supported by crosslinked content material about secondary matters.

Get inventive as you intend your combine: You can embody the usual weblog posts, after all, but in addition take a look at quizzes, infographics, audio and video. Also take into consideration content material with built-in amplification, like visitor blogs from influencers (extra on that within the subsequent level) and posting your individual blogs on third-party websites.

6: Boost Quality & Reach with Influencers

For B2B advertising, “influencer” doesn’t imply somebody holding up your product in Instagram photographs. It’s extra about creating relationships with people who find themselves genuinely influential to your audience, co-creating content material with them, and making it simple for them to assist promote the content material.

Or, as Lee places it: “People who invest their time to help you make a thing, are generally motivated to help share the thing, to make it successful.”

The planning you’ve achieved to this point will assist make it possible for your content material is aligned each with website positioning and together with your influencers’ areas of experience.

#7: Create Powerful Content

As you’re creating content material, Lee recommends a hub-and-spoke mannequin. You have a central, substantial asset that addresses search demand and consists of influencer contributions. Then you increase that hub with secondary content material that additional explores aspect matters (and meets calls for expressed in longtail key phrases.

For TopRank Marketing, our go-to hub is the “Power Page.” It’s a definitive information, optimized for search and for people to learn. It’s particular, prolonged, and goes into deep element. Here’s a wireframe Lee shared:

#eight: Create Your Content Promotion Timeline

When you’re creating content material this nice, you may’t simply graft on promotion after it’s achieved. Lee says, “The best time to plan your promotion is when you’re planning the content.” Let’s say it once more in daring: The finest time to plan your promotion is if you’re planning the content material.

When you intend prematurely, you may construct in repurposing like influencer round-up posts, infographics, even capturing audio interviews as a substitute of written so you may flip them into podcast episodes.

Here’s what a well-rounded promotion timeline would possibly seem like:

#9: Measure & Optimize

Now we’ve reached the stage that turns all your effort to this point into an ongoing advertising dedication – the type that breaks free from yo-yo advertising and will get sustainable outcomes.

Instead of publishing, having your preliminary promotion push, and transferring on to the following marketing campaign, preserve watching your metrics, make adjustments based mostly in your observations, and repeat.

Lee factors out that we frequently optimize when content material isn’t performing nicely, however we must always additionally be content material that’s performing higher than anticipated. What made that content material and promotion combine particular? How can we duplicate it? How can we make it even higher?

Here are a couple of metrics to measure:

#10: Repurpose with Purpose

Part of the optimization course of is getting each little bit of juice out of the content material you labored so arduous creating. If you included repurposing in your technique on the starting stage, you’re good to go: Turn your interviews into round-up posts, your weblog posts into infographics, infographics into movement graphics, and many others.

But don’t simply do it to make extra stuff, Lee says. Rather, repurpose to fit your content material to completely different audiences. For instance, audio content material as a podcast would possibly attraction to a youthful set of determination makers who wouldn’t learn a 2,000 phrase weblog publish.

Or take into consideration completely different verticals: Imagine your viewers is each IT determination influencers and government determination makers. With a couple of beauty adjustments, the identical content material may be optimized to goal every viewers individually. As Lee put it, “Personalization is the best kind of repurposing.”

Content Marketing Fitness for the Long Haul

The hardest a part of shedding weight is protecting from gaining it again. It’s simple to fall into outdated habits and lose the progress you’ve made. The identical is true of promoting. Your largest problem isn’t a disinterested viewers or a boss who gained’t develop your finances – it’s easy human inertia. And the one means to battle it’s to commit to a sustained effort, ensure your entire staff is on board, and embark in your content material health journey collectively.

Need extra Content Marketing World in your life? Stay tuned to the TopRank Marketing Blog for extra suggestions, tips, and stay protection. And comply with our staff: @leeodden, @NiteWrites, @azeckman, and @toprank on Twitter for real-time insights.


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