Deliver Customer Value Using Digital Content Marketing 

Deliver Customer Value Using Digital Content Marketing 

Who is your ideal customer? Who do you want to target? If you’re already in business, take time to understand who is actually buying from you. You may find that the people benefiting the most from your product or service are not the people you’ve been focusing on. 

Whether you already have a website or blog or you plan on creating one, make sure you provide a way for your customers to give you feedback. You’ll gain valuable insight based on the comments or reviews they leave. You can also put a box on your page asking what your visitors are interested in learning about that relates to your product or service category. You can then focus your content on topics of interest to them.  

Once you know your target audience, you can begin to think about how you’re going to deliver your content.

Who is your ideal customer? Who do you want to target? If you’re already in business, take time to understand who is actually buying from you. You may find that the people benefiting the most from your product or service are not the people you’ve been focusing on. 

Whether you already have a website or blog or you plan on creating one, make sure you provide a way for your customers to give you feedback. You’ll gain valuable insight based on the comments or reviews they leave. You can also put a box on your page asking what your visitors are interested in learning about that relates to your product or service category. You can then focus your content on topics of interest to them.  

Once you know your target audience, you can begin to think about how you’re going to deliver your content.

Formats for Delivering Content

Articles

Content articles published on websites, blogs and newsletters differ in length and the way they are formatted for online consumption.

Websites have long form articles. Blog posts are shorter, created more frequently than web articles and are written in a more casual conversational style. Newsletters have written content that is informative, short and to the point. 

After you or someone you hire writes content targeting your customer’s interests, it can be published to your website, blog or newsletter. You can also guest post on someone else’s website or blog. Guest posting is a good way to be discovered by a new audience and build relationships. Whether your article is published on your site or as a guest post, always make sure you are adding value. Whenever you add value, it will eventually convert into new followers, which converts into sales.

eBooks, How-To Guides, and Reports

eBooks, reports, and how-to guides are used as giveaways to build an email list. An email list allows you to build relationships by emailing interesting content and other information of value like new product and sales alerts, and coupons. 

Regardless of which format you select, pick a specific topic and make sure the product you’re giving away is filled with interesting and valuable information. It’s better to have a 20-page eBook with amazing content then a 100-page eBook that puts people to sleep. The same approach applies to free guides and reports. Pick a topic and don’t make the guide or report any longer than needed to provide value. 

 Infographics & White Papers

Infographics and white papers (authoritative reports) can also be given away to build an email list. People love infographics. They are a visually appealing way to receive bite sized pieces of information on one sheet. White papers, sometimes include an infographic page. They tend to educate consumers on technical aspects of a product.  They are often used in B2B (business to business) content marketing.  

 Videos

Some content is better digested if it’s in video form. When you go on YouTube or Vimeo you will see videos from service providers like plumbers and painters, to guitar teachers and math tutors. Some people prefer video content over any other form of content. In fact, there are some topics, like how to repair a leak in the sink, that are best delivered in video form.  

Formats for Delivering Content

Articles

Content articles published on websites, blogs and newsletters differ in length and the way they are formatted for online consumption.

Websites have long form articles. Blog posts are shorter, created more frequently than web articles and are written in a more casual conversational style. Newsletters have written content that is informative, short and to the point. 

After you or someone you hire writes content targeting your customer’s interests, it can be published to your website, blog or newsletter. You can also guest post on someone else’s website or blog. Guest posting is a good way to be discovered by a new audience and build relationships. Whether your article is published on your site or as a guest post, always make sure you are adding value. Whenever you add value, it will eventually convert into new followers, which converts into sales.

eBooks, How-To Guides, and Reports

eBooks, reports, and how-to guides are used as giveaways to build an email list. An email list allows you to build relationships by emailing interesting content and other information of value like new product and sales alerts, and coupons. 

Regardless of which format you select, pick a specific topic and make sure the product you’re giving away is filled with interesting and valuable information. It’s better to have a 20-page eBook with amazing content then a 100-page eBook that puts people to sleep. The same approach applies to free guides and reports. Pick a topic and don’t make the guide or report any longer than needed to provide value. 

 Infographics & White Papers

Infographics and white papers (authoritative reports) can also be given away to build an email list. People love infographics. They are a visually appealing way to receive bite sized pieces of information on one sheet. White papers, sometimes include an infographic page. They tend to educate consumers on technical aspects of a product.  They are often used in B2B (business to business) content marketing.  

 Videos

Some content is better digested if it’s in video form. When you go on YouTube or Vimeo you will see videos from service providers like plumbers and painters, to guitar teachers and math tutors. Some people prefer video content over any other form of content. In fact, there are some topics, like how to repair a leak in the sink, that are best delivered in video form.  

How-To Create Quality Content 

For people that do not consider themselves the best writer, but are an expert in your niche, there are options. You can get around that challenge of writing by purchasing a mini recorder and recording what you know. You can also use your smartphone to record. Just make sure the recorder app doesn’t have a time limit that causes it to automatically shut off while you’re recording. 

Once you're finished, you can convert the recordings into text, either manually or using a software program, like Dragon Naturally Speaking. You speak and the software transcribes your words onto a computer document software, like Word or a mobile document app. 

The cost of Dragon Natural Speaking depends on the features you want. At the time of this writing, if you have Microsoft Office you can get Microsoft Dictate for free.

Once the recording is in text form, use a grammar checker to polish it up a little. You can decide what grammar suggestions you want to keep and which ones you want to ignore, so that an article written in conversational style doesn’t sound too formal.  

A few online grammar checkers are Grammarly, Scribens and Ginger:

Grammarly - https://www.grammarly.com

Scribens - https://www.scribens.com/

Ginger - https://www.gingersoftware.com

Hybrid Content

If you’ve decided to create your own content, but don’t know where to start, you can find content that you can use as your own, by going to a PLR content site. PLR stands for Private Label Rights. PLR content comes in eBook, article, and video form. The same PLR content you can purchase or download for free is also purchased and downloaded by others. Therefore, you should always read the PLR content and revise the wording to make it your own – hybrid content. 

The cost of PLR content ranges from $0 to $30. A lot of content is less than $10.  There are quite a few sites selling PLR content. Like anything else, there are legitimate sites and sketchy sites. 

Here are some PLR sites that are easy to navigate and don’t appear to be a money grab:

https://www.plrmines.com

https://www.plrproducts.com 

https://www.exclusiveniches.com/

When visiting these sites, make sure the distribution rights for the free content and paid content you download is Private Label Rights - PLR. The other forms of distribution rights Master Resale Rights and Resale Rights (MRR & RR) do not allow you to change the content in any way, which includes using only portions of the work. 

You can also look for content listed under Giveaway Rights to see if the content already created to be given away will work for your giveaway campaigns. 

Custom Content

Another option is to have content created exclusively for you. If you’d like to see what a freelance writer can offer, Upwork and Freelancer are two sites to consider. Both sites have a How It Works page with specific information about how to hire a freelance writer. Before announcing your project, decide on your specific topic, and how much you are willing to spend. Before accepting a bid from a writer, be sure to look for their experience level and read their client feedback. Also, read samples of their work, if available.

Upwork – www.upwork.com

Freelancer – www.freelancer.com

Creating Video Content

If you decide that you want videos to be a part of your content marketing strategy, the easiest and least expensive way to begin is to record a video on your smartphone. There are also software programs you can invest in like Camtasia. Camtasia is often used for scripted how-to videos. You can learn more about this product from the creators of the software at www.techsmith.com

Need some ideas on what to talk about? Go to YouTube or Vimeo and search for videos in your niche. When you view those videos, look at the number of subscribers, in order to gauge how popular the site is. 

What Should You Write About?

You can start by providing basic information. The topic of other articles should include more advanced information and unique experiences related to your product category. For example, a company selling pool supplies and also offers pool maintenance and repair could create content about basic information and then sprinkle in advance content and stories about unique repairs, solar pool heating and pool recreational ideas, etc. Alternating between basic and more advance content ensures that you are engaging everyone. You can also keep a journal of questions and comments from your customers to get ideas about content topics.

One more bit of advice: Have someone who is not an expert in your field read or view your content. If that person understands what you are saying, then your audience probably will too.  

How-To Create Quality Content 

For people that do not consider themselves the best writer, but are an expert in your niche, there are options. You can get around that challenge of writing by purchasing a mini recorder and recording what you know. You can also use your smartphone to record. Just make sure the recorder app doesn’t have a time limit that causes it to automatically shut off while you’re recording. 

Once you're finished, you can convert the recordings into text, either manually or using a software program, like Dragon Naturally Speaking. You speak and the software transcribes your words onto a computer document software, like Word or a mobile document app. 

The cost of Dragon Natural Speaking depends on the features you want. At the time of this writing, if you have Microsoft Office you can get Microsoft Dictate for free.

Once the recording is in text form, use a grammar checker to polish it up a little. You can decide what grammar suggestions you want to keep and which ones you want to ignore, so that an article written in conversational style doesn’t sound too formal.  

A few online grammar checkers are Grammarly, Scribens and Ginger:

Grammarly - https://www.grammarly.com

Scribens - https://www.scribens.com/

Ginger - https://www.gingersoftware.com

Hybrid Content

If you’ve decided to create your own content, but don’t know where to start, you can find content that you can use as your own, by going to a PLR content site. PLR stands for Private Label Rights. PLR content comes in eBook, article, and video form. The same PLR content you can purchase or download for free is also purchased and downloaded by others. Therefore, you should always read the PLR content and revise the wording to make it your own – hybrid content. 

The cost of PLR content ranges from $0 to $30. A lot of content is less than $10.  There are quite a few sites selling PLR content. Like anything else, there are legitimate sites and sketchy sites. 

Here are some PLR sites that are easy to navigate and don’t appear to be a money grab:

https://www.plrmines.com

https://www.plrproducts.com 

https://www.exclusiveniches.com/

When visiting these sites, make sure the distribution rights for the free content and paid content you download is Private Label Rights - PLR. The other forms of distribution rights Master Resale Rights and Resale Rights (MRR & RR) do not allow you to change the content in any way, which includes using only portions of the work. 

You can also look for content listed under Giveaway Rights to see if the content already created to be given away will work for your giveaway campaigns. 

Custom Content

Another option is to have content created exclusively for you. If you’d like to see what a freelance writer can offer, Upwork and Freelancer are two sites to consider. Both sites have a How It Works page with specific information about how to hire a freelance writer. Before announcing your project, decide on your specific topic, and how much you are willing to spend. Before accepting a bid from a writer, be sure to look for their experience level and read their client feedback. Also, read samples of their work, if available.

Upwork – www.upwork.com

Freelancer – www.freelancer.com

Creating Video Content

If you decide that you want videos to be a part of your content marketing strategy, the easiest and least expensive way to begin is to record a video on your smartphone. There are also software programs you can invest in like Camtasia. Camtasia is often used for scripted how-to videos. You can learn more about this product from the creators of the software at www.techsmith.com

Need some ideas on what to talk about? Go to YouTube or Vimeo and search for videos in your niche. When you view those videos, look at the number of subscribers, in order to gauge how popular the site is. 

What Should You Write About?

You can start by providing basic information. The topic of other articles should include more advanced information and unique experiences related to your product category. For example, a company selling pool supplies and also offers pool maintenance and repair could create content about basic information and then sprinkle in advance content and stories about unique repairs, solar pool heating and pool recreational ideas, etc. Alternating between basic and more advance content ensures that you are engaging everyone. You can also keep a journal of questions and comments from your customers to get ideas about content topics.

One more bit of advice: Have someone who is not an expert in your field read or view your content. If that person understands what you are saying, then your audience probably will too.  

May 12, 2020 | Robert Hudson

May 12, 2020 | Robert Hudson

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