Today, we are going to talk about how to do content marketing the
right way for this year and beyond.
Because why?
Because most people suck at content marketing.
Well, let's talk about this a little bit.
Content marketing is basically creating content and then trying to
drive interest and then eventually trying to drive the leads and
trying to drive sales for your business.
And it'll oftentimes, I mean, I think about a lot of the content
that I create on the leveling up podcast, the marketing school
podcast, the YouTube channel and everything, and a lot of it is to
drive top of funnel awareness.
Depends on what your goals are.
You can do top of the funnel, middle of the funnel, which is you
might collect an email.
And then bottom the funnel is where you try to drive some type of
action.
They can pay a low dollar amount or some type of sale where they're
taking out their credit card and they are paying you.
So in terms of doing content marketing the right way, one of the
biggest problems right now is that our attention is so split.
One second, I might be watching Netflix and the next second I'll
take out my phone and I'll look at multiple apps.
I might look at one app, switch over to another app, then I'll take
out my computer.
So my attention is very "ADD" right now because it's just the nature of
how these apps have optimized to take our attention, which is,
that's fine.
That's what their incentive is.
But one of the biggest things that you can do is take this omnichannel
approach, meaning right now on YouTube, we have this video, but
it's going to go over to podcast as well.
So a video easily translates over to audio and I, let's say I do an
interview today, I'm doing an interview with someone for about 45
minutes or so.
It's a video podcast.
We're probably going to chop that up into six or seven pieces.
That will be short video snippets.
And then at the same time, that's also going to go to maybe short
podcast snippets as well.
but think about it.
Short video snippets can go on IGTV, so Instagram, TV, they can go
onto Instagram stories as well.
They can go to Instagram posts.
We can make a meme out of it.
There's just a lot that we can do with it.
we can make a cartoon out of it as well.
So you can think about one piece, like the one 45 minute video that
it takes us do - think about the prep time.
Maybe it takes us an hour or two to set up, and there's multiple people
involved as well.
There's transcriptions, there's show notes, people.
There's just a lot of moving parts there.
We want to be able to maximize.
The effort that we put in there.
So one piece of content we call this content sprouting.
One video might become multiple podcasts, might become multiple
blog posts, might become multiple social posts.
So one piece could easily become 40 or 50 pieces, maybe even up to a
hundred pieces or so.
And it sounds very overwhelming.
But I'll tell you, even with a small team that we have putting
together as content right now, we're able to do it because we have
a methodical process around it.
So taking this Omni channel approach, taking this content
sprouting approach, that's going to let you to go much further.
I'll tell you this, recently, people have been reaching out to me
on LinkedIn, and they're saying, Hey, Eric, I've been seeing your
stuff like, Hey, we need help here, right.
And these are super, super qualified leads and we're just
constantly posting.
We're just getting more reach right now.
It's just about output for us and reach.
It's not even about trying to drive bottom of the funnel conversions
cause we're just trying to, you know, we're just trying to maximize
the output that we're, that we're getting, taking this Omni channel
approach and not just ending out one channel that's going gonna go a
long way for you.
That's gonna help you diversify.
So if you, if anything, God forbid anything happens, you have one
channel, you're going to be protected across the board.
So that's one of the things that you need to do to be able to do
content marketing the right way.
In 2020.
If I'm going Omni channel, I need to think about posting natively to
the platforms.
So in the past we might take one video and not format it well, you
know, maybe it's formatted well for YouTube, but it's like, it's not
formatted for Instagram TV because we don't do that.
People will be like, okay, they didn't put in the work.
It doesn't look right and you don't get as much engagement from it.
Right.
You gotta you gotta think about, just put in the little bit of the
extra effort to post natively.
To the platforms that that's how you do content marketing right way.
Cause you want to post for that platform.
Right?
The podcast is easy because we can post to Apple, we can post to
Spotify, we can post to a iHeartRadio to Google play.
That's all native.
But you know, if we make a Instagram, let's say we make a
YouTube video, it's 40 minutes for Instagram TV.
It's only 10 minutes.
We've got to figure out how we can chop that down.
It's easier said than done, but it's, it's worth the extra effort
because it shows people that you actually care about that.
Right.
One thing I'll say is like, we haven't been doing as well on
Facebook because we haven't been thinking about how we can post
natively to Facebook.
Facebook gets a lot of engagement.
Whenever I posted there, I get a ton of engagement, right?
So it's just taking the extra step.
That's how you do content marketing the right way.
And related to that.
We use a tool called sprout social to track how we're doing when it
comes to our social media numbers.
Obviously we use Google analytics as well.
We use Google search console, but we want to be able to see how we're
doing over time.
We use AHREFS to kind of track backlinks for content that we're
producing, but if you're not measuring what you're doing, you're
not managing it.
We also use a playbook called the entrepreneurs operating system,
that's "traction".
Every single Monday, we get with the content team and we figured
out, we look at our scoreboard.
We have very specific objectives and key results.
We have a scoreboard as well.
We're operating like a well oiled machine.
We're talking about our issues, we're debating it.
Sometimes it might get heated in there, but if you have a team you
want to be doing something like that, where they're actively
bringing up issues, not just bringing up issues, but you're
solving issues and you're putting solutions forward and you're taking
accountability for it.
Because a lot of people, oftentimes they'll bring up problems.
But then won't bring up the solution.
They won't solve it, right.
You don't want to work with people like that and you want to quickly
use meetings like this to just suss that out.
Now I'll say this like if you're starting out, a lot of stuff I'm
talking about might involve a team, might involve posting quite a bit,
but if you're just starting out, start with with what you're good at
first.
I used to be really good at, I used to really love writing all the
time, blogging, but now I have to focus more on, you know, the
business culture, you know, multiple things, events.
I'm doing events I'm speaking at.
So I like doing video.
I like doing audio cause it's very fast and I can, I can get it done
faster.
Think about this.
What are you good at?
Is it writing?
If it's a short form writing.
If it's short form writing, maybe you go to Twitter, right?
naval ravikant Built a brand doing that.
If you're good at Quora, for example, Jason Lemkin from SaaStr
built a brand that way.
there's just many different ways to skin a cat.
Neil Patel, he built his authority through his blog back in the days.
and you know, some people are really good at videos, some people
are really good at Instagram.
Think about what you're good at, and then you can double down on
that.
And then you can start to expand out.
So start small first and then expand and then get bigger and
bigger and bigger.
I mean, when I think about the things we've done, I'm by no means
a large influencer, but the first podcast, you know, nine downloads a
day after the first year, 30 downloads a day after the second
year.
And now when I look at it, we're getting up to 1.2 million downloads
per month on the marketing school podcast.
80,000 downloads on the leveling up podcast.
We've made a YouTube channel as well.
Things are like growing . So the thing I'll say to you about, you
know, starting small first is think about it.
It just, it's like compounding interest.
It's like an investment.
You're constantly making these little deposits every single day,
and it gets bigger and bigger and bigger.
And then from there you gonna be able to get really strong.
And that's how you do content marketing the right way.
You create, you start small first, you start, let's go omni-channel.
You optimize, you look at the numbers, you get better.
And it also think about, you know, who else is in your space?
Who else is in your space that's around the same size as you.
Go to those people, offered it to help them for free.
Find out what they want, like it's really easy nowadays.
You just DM someone on Instagram.
That's how we got one of our collabs going with Chris Do from
the Futur.
Got a lot of value from him.
Built a great friendship that way, but a lot of times it's just DM'ing
people and just say, Hey, look, you know, I know you're interested in
this.
I'm happy to put this in front of you.
Do the work for them, and that's gonna that's going to help you go a
long way.
In the early days when I was just offering to work for people for
free.
I, I did that so much.
And then eventually, like, you know, they saw the value that I,
that I had.
And then yeah, you know, things kind of took off from there, but
literally there's no excuse.
The fact that you're watching this right now, it doesn't matter where
you're watching in the world.
There's no excuse for you not to make content marketing work.
And if you're starting out right now and you don't have time to
produce content, you don't think you'd have enough experience to
create content, go work for someone for free.
You're going to gain the experience and it gets stronger and stronger.
And eventually you gonna start to be able to teach people.
Cause that's literally how our world works.
There's always something that teachers always said, like if
you're learning, get to a point where you can teach and then you
get stronger and then learn more and then teach more and you get
stronger and stronger.
That's how you do content marketing the right way.
And now I think about it, you know, we're, we're, we're have a book
coming out called leveling up and that's coming out.
And, but see.
There's, there's a goal, like I'm leveling up to another goal,
another goal, another goal with content, and then eventually I can
play at, I could play at, you know, my ultimate goal, which is to, to
level up the entire world, right?
If you enjoyed this, let me know.
Did I miss anything when it comes to doing content marketing the
right way?
Let me know in the comments.
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