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Writing And Promoting Compelling Content According To Neil Patel: Part 1

By: Jennah Mitchell| Author @ Article-Writing.co
Posted On: February 19, 2015
Curious what the experts have to say about the current state of creating content for social media marketing? Recently we chatted with Neil Patel, who is the brain behind notable companies such as Crazy Egg and KISSmetrics. He has worked with companies like Amazon, NBC, and Viacom to help increase their profits, and he has been heralded by Forbes Magazine as being one of the top 10 online marketers of our day.
We asked him about what he sees as the issues facing companies in creating content for social media marketing and content writing endeavors and what he thinks are the solutions to those issues. His answers were absolutely insightful, and we can’t wait to share them with you:
AW: I imagine you’ve seen the Forrester report, which discusses ongoing challenges with content marketing. One of the main takeaways is that many brands simply don’t know how to be effective in their content marketing efforts, as evidenced by 87 percent of marketers saying they don’t know how to produce content that truly engages their buyers. This is especially true of relatively “obscure” industries that don’t necessarily have global or even national reach. The big question for these businesses is, then: Can a well-optimized blog and careful social media management really help, say, a PVC pipe manufacturer or a garage door company?
AW: What about industries that, in theory, have an easier time developing compelling content (for example, medical/dental, legal, technology, etc.). In huge, extremely saturated markets like that how do you determine what readers actually want to read?

NP: Definitely. I have actually consulted a company within that niche. It’s all about targeting your audience with content that is specific to their needs. Finding out who your buyer persona is can go a long way towards building out your social presence and capturing the right audience.

I have found with “obscure” industries it’s all about using very targeted/dynamic content. Infographics and videos really do the trick. You can’t focus on blogging alone. You really have to think creatively and outside of the box.

 

NP: Great question. If you want to capture the attention of your audience, you really have to do some surveying and research. As mentioned above figuring out your buyer personas really go a long way. It will take time to figure out a right mix of content/distribution but in the end it will be worth it. An easy way to survey your audience is to use Qualaroo or Survey Monkey.

AW: So, we’re curious: What content marketing trends have emerged in 2014 that will likely keep gaining traction here in 2015?

NP: Definitely an expanded focus on quality/unique content. There has also been an emphasis on unique content pieces like infographics and videos. Relevancy has been a big thing for search marketing this year, and I don’t see that slowing down anytime soon.

AW: So that leads us into the next question: Is the all-mighty dollar the biggest challenge facing content marketing? In other words, a midsized company might not have the budget to hire a full-time, on-staff SEO specialist or digital marketing expert. So, they either take care of it themselves, or they contract it out. But if they only have a budget of $500 per month, for example, they likely won’t get the gains they were hoping for (or at least as quickly as they’d want). If budget constrains aren’t the biggest challenge, then where does it rank?

NP: I think it’s fair to say budget is always a challenge facing search marketers. However, there is comfort in knowing there are scalable strategies that everyone can focus on. Expanding your blogger network and focusing on social channels (which are free) can go a long way towards content promotion.

With that in mind, capturing your audience at the right time and place is much more of a challenge than the issue of budget constraints. It’s all about timing when it comes to content marketing. You really have to know what consumers want and where they are at.

Once you have that under control, you just have to be patient and make do with the resources at your fingertips. As you grow and as budgets expand, you can expand, but at the beginning you have to put in your own time.

AW: We loved your recent blog post about KISSMetrics, especially the tip about using canonical tags for republished content. Can you give our readers a few other tips and tricks that are largely ignored or unknown when it comes to creating content for social media marketing?

NP: One of the often-overlooked tricks I always tell people about is the utilization of wiki pages. They can go a long way towards helping you rank higher for specific terms. Links from these pages drive a lot of traffic and many of these sites follow their links.

Video marketing is also a really overlooked tool. People should focus more on dynamic content that is catchy and will keep your visitors hungry for more.

Did you like Neil’s answers? Did they light some fires for you and give you ideas for creating your company’s content for social media marketing? If so, check back with us next week when we launch Part 2 of this awesome interview with Neil Patel.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.