<\/p>\n
Part 3: Content Marketing & SEO<\/h1>\n
In this part of the handbook let\u2019s dive deep into the world of content marketing and SEO. We\u2019ll cover stuff like:<\/p>\n
- \n
- What does content marketing really mean?<\/li>\n
- How do I choose the right content types?<\/li>\n
- How do I do keyword research?<\/li>\n
- How do I write the articles?<\/li>\n
- Can I use AI, please?<\/li>\n
- How do I generate backlinks?<\/li>\n<\/ul>\n
Researching, Choosing, and Creating<\/strong><\/h5>\n
Startups often fall into the trap of confining their content strategy to a strict output:<\/p>\n
\u201cProduce 10 blog posts a month\u201d, and believe the job’s done.<\/p>\n
This linear approach is restrictive and overlooks the multifaceted nature of effective content. It\u2019s crucial to break free from traditional content boundaries.<\/p>\n
It\u2019s a mistake to see content only as blog posts or mundane case studies. Content can be so much more:<\/p>\n
- \n
- Spreadsheet templates<\/li>\n
- Free tools like calculators, generators, templates, etc<\/li>\n
- Detailed guides<\/li>\n
- Trend analyses<\/li>\n
- Data-driven studies<\/li>\n
- Tactical guidelines on niche subjects<\/li>\n
- Q&A sessions<\/li>\n
- Webinars and podcasts<\/li>\n
- Video tutorials<\/li>\n
- Engaging Twitter threads<\/li>\n
- In-depth tool comparisons<\/li>\n
- Polls and insights<\/li>\n<\/ul>\n
… and so many other combinations of these formats.<\/p>\n
![\"\"](\"https:\/\/forbes.ge\/wp-content\/uploads\/2023\/10\/1m.png\")
<\/p>\nWhen creating content, adopt a product-oriented approach. Here are three foundational principles:<\/p>\n
- \n
- Problem-Solution Paradigm<\/strong>: Content should address the audience\u2019s pain points, even if these don\u2019t directly relate to your product. It’s based on the \u201c30% juice rule\u201d. Essentially, the audience is looking beyond just your product features. By addressing a broader set of issues, you attract more potential users. Once engaged, nurture them towards more product-specific content.<\/li>\n
- Differentiation<\/strong>: Before even starting, draft a GACC brief<\/a>. It ensures your content stands distinctively apart from competitors, providing unique value.<\/li>\n
- Repurposing<\/strong>: A single content idea isn\u2019t a one-off. Reformat, extend, update, or redistribute it. Let each idea give birth to multiple content offspring.<\/li>\n<\/ol>\n
Just remember the content journey isn\u2019t over post-publication. You need to make distribution part of your content strategy.<\/p>\n
How to Choose the Right Content<\/strong><\/h5>\n
*Heavily borrowed from <\/em>Demand Curve\u2019s Growth Program<\/em><\/a>. Hope you guys don\u2019t mind me sharing some course content here. It\u2019s an amazing (if a bit pricy) program. Highly recommend.<\/em><\/p>\n
Guys at the Demand Curve, say that there is no \u201cright\u201d way to do content marketing \u2013 to decide which strategy is best for your company, start by answering these two questions:<\/p>\n
- \n
- What kind of content would your potential customers be most interested in?<\/li>\n
- What kind of content can naturally segue into a pitch for your product?<\/li>\n<\/ul>\n
They\u2019ve also developed a framework to help:<\/p>\n
- \n
- Search interest<\/strong>: Is there a high search volume for your product?<\/li>\n
- Product shareability<\/strong>: Do users find your product shareworthy?<\/li>\n
- User content<\/strong>: Do users create content using your product?<\/li>\n
- Data and research<\/strong>: Does your brand have access to proprietary data? Alternatively, does it conduct industry research?<\/li>\n
- Emotional appeal<\/strong>: Does your product or brand create a strong emotional impact?<\/li>\n
- Thought leadership<\/strong>: Do you or your team have lots of industry expertise to share?<\/li>\n<\/ol>\n
- Product shareability<\/strong>: Do users find your product shareworthy?<\/li>\n
- Search interest<\/strong>: Is there a high search volume for your product?<\/li>\n
- Differentiation<\/strong>: Before even starting, draft a GACC brief<\/a>. It ensures your content stands distinctively apart from competitors, providing unique value.<\/li>\n
- Problem-Solution Paradigm<\/strong>: Content should address the audience\u2019s pain points, even if these don\u2019t directly relate to your product. It’s based on the \u201c30% juice rule\u201d. Essentially, the audience is looking beyond just your product features. By addressing a broader set of issues, you attract more potential users. Once engaged, nurture them towards more product-specific content.<\/li>\n
![\"\"](\"https:\/\/forbes.ge\/wp-content\/uploads\/2023\/10\/2m.png\")
<\/p>\n