Content marketing best strategy

  Hey guys, welcome to another lesson in thisdigital marketing mastery course. Now I will tell you something. Traditional marketing is dying. It has become less and less effective to runtraditional marketing. And the solution is content marketing, andin today’s Article. We’ll be talking about content marketing,so let’s get started. Hey guys, welcome back to the digital marketingmastery course. And today’s topic is content marketing. Especially for the last few years, contentmarketing has specifically gained a lot of popularity. But I’ve seen that majority of the peopledon’t really understand what content marketing is, or they just think that content marketingis a different kind of advertisement. But content marketing is quite different fromthe traditional form of marketing. Like you have already seen the videos on FacebookAds and Google Ads. In the paid media channel you are directlyshowing your advertisement towards target customers and then you are driving those peopleto your landing pages or to your website selling them something. But when it comes to content marketing theprocess is slightly different. Instead of directly driving the customersto your product, you first provide value and rather a lot of value to the customer. So just like any other video on this freecourse, we will be showing you content marketing through various examples and case studiesso you can understand it better. So let’s start with the basic, what is contentmarketing? Content marketing is a strategic marketingapproach focused on creating and distributing valuable, relevant and consistent contentto attract and retain a clearly defined audience. So these three words are extremely important,valuable, relevant and consistent content. Like any other marketing strategy, you needto be relevant to the audience. For example, let’s say if you are sellingguitar. But if you are showing your advertisementor if you’re showing your content to an audience who is more interested in cat foodlike Yoga, then definitely no one will buy your product. So your content needs to be relevant, it needsto be valuable- to what sense? So the quality of the content must be reallyhigh. And it needs to be consistent. The attention span of people have been decreasingyear by year. Because of so many distractions, with mobilephones, and tablets and laptops and continuous notifications, it’s very hard to keep theattention of a customer, or rather a prospective customer. So you have to produce high quality contentthat is relevant, and that too on a consistent basis so that your customers can create abond with your content. Or rather a bond with your business or youif you are an independent influencer. Let’s take the example of YouTube. YouTube is also a place where people are producingcontent. So YouTube is also a channel of content marketing. So let’s say your favorite YouTuber stopsposting videos. So you might wait for the videos for a monthor a two but after a couple of months you’ll just loose the interest and you’ll moveto the next best thing, right? Similarly this is where the consistency isextremely important. So this is why you need to provide high qualityrelevant content, that on a consistent basis to your audience in order to keep their attention. So whenever we talk about content marketing,the strategy is divided into two parts. First of all is the content and the secondis the distribution of that content. Let me take my own example to explain contentmarketing to you. My goal is to provide digital marketing tovarious services. So this is why I’ve created this free digitalmarketing course. Our of hundreds and thousands of people whoare taking this free course, few of them will contact me and hire me for their businessfor their marketing needs. So this where I’ll be making money. So by providing this free course, I will begetting few specific leads, who might require more personalized services and hence, theywould then be hiring me for the paid plans. So this is where content marketing is comingin to place. By providing this free content, by providingthis free video courses, by also providing my free comprehensive YouTube videos, by creatinga community on our Facebook group, by providing posts and images and videos and lives sessionson Instagram, all these are contents that I’m giving to my audience for free, so thatI can get those consulting leads. So just like for me, where my end goal isto get the consulting leads, similarly for different businesses, content marketing mayhave different goals. Let’s take the case of Travel Triangle here. So it’s a website where you can buy travelpackages. So their ultimate goal is to rank all theirarticles on Google, their ultimate goal was to drive traffic to their website and convertthose people into paying customers. So this is why their main focus was on SEO,which is search engine optimization. So when we are talking about content marketing,we are not just focusing on one single area of marketing. Rather we first need to understand where ourtarget consumers are, and then optimize a strategy. Like in the case of Travel Triangle, theyknow that majority of their customers will be coming from Google search engine. Like look at their articles: “tourist placesin Delhi”, “best places to visit in Kerala”, “places to visit in India”… so anyonewho is thinking of going to a particular place, majority of people has the tendency to firstresearch about the place. So what will they search for? Either they search for the best places tovisit in the XYZ place- wherever they are going. Or they might be looking for the various touristplaces, so these are the keywords they are targeting. Like look at this particular article, likeit’s driving 20,000 organic traffic. So places to visit in Delhi, tourist placesin Delhi… so anyone searching for these keywords are prospective customers for TravelTriangle. That is why they have an article written forthis. Similarly they have written all the articlesfor all the search queries, which might have a purchase intent in terms of tourist space. So that is why they have been able to drive1.6 million of organic traffic. And that is just an estimate- the actual trafficmight be higher. Like let’s see the traffic here on SimilarWeb. That’s a 3.1 million of oral traffic, seemajority of the traffic is coming from search engine optimization. So for them, content marketing is primarilyfocused more on search engine optimization. Like for me, where I am doing this free course,for me the content marketing is focused more on providing value, and like for me, I don’thave my articles ranking on Google. So for me, my goal is providing free contentby driving people from various paid channels like Facebook, LinkedIn, Quora, etc. and thengetting them into my own funnel of providing free value first and out of the thousandsof people who sign up, few of them might be consulting leads. So when we are talking about content marketing,as I mentioned earlier as well, the content has to be high quality. So valuable content, is much more influentialthan compared to a very mediocre content. And also with the competition so fierce, everyoneis moving to the online marketing channel, so you’ll see that you are not the onlyone who is trying to grab the attention of your prospective customer. You also have many different businesses andmany different people competing for the same people and for the same attention. So in order to stand out you need to givea lot of value and that too in a way that is easily comprehensible, that looks good,like it has a lot of images- video is something that is coming very strongly in 2019. And I am really sure that even in the comingyears, video is something that you need to focus on. That is the reason for the exponential riseof YouTube, and even Instagram is coming with live stories- so video is something that youneed to focus on. The whole idea of content marketing lies inthis very important human psychology of reciprocity. That if you give something for free, thatif you give a lot of value, then the people have this tendency, or they feel the needto give back. So when you provide all this value, like inmy case when I’m giving all these free YouTube videos, I’m giving a free video course,I’m helping them, I’m solving all the doubts of all the people on our Facebook group,by going live… so I’m sharing my 7+ years of experience of digital marketing with thisnew people so they- in a way I’m creating a bond with these audience. So when you give so much value for free, peoplestart trusting you. So now you’ll be thinking like, so now youmust be thinking, “what kind of content marketing strategy that you can put in yourbusiness” so now you might be thinking like “what kind of content can you create foryour content marketing efforts”, right? So here I’ve listed some kind of contentthat you can create and promote for your content marketing efforts. So the most popular type of content that youmust have seen in all the other websites is the listical articles. Like top 10 tips to weigh- like top 10 tipsto lose weight, like top 7 ways to make money online #number 3 will shock you… so thisis more like a click-baiting headline. The second type is interviews, you can findexperts on the industry, and take their interview and then you can promote the interview. You can create case studies- case studiesis something that has a massive potential of going viral. Especially I’ll take the example of onlinemarketing niche. Let’s say I have a website, and I was ableto grow it to let’s say 1 million+ visitors, and out of that 90% are organic visitors,and then let’s say within 14 months. Then I can make a comprehensive guide, likehow I grew my website from 0 to 1 million+ visitors in 14 months. And then I can include everything, all thestruggles that I had, all the expenses that I had, all the learnings that I made in this14 month period. So this is something that everyone would wantto hear- so this is something that everyone would want to read. So case studies are something extremely important,if you can promote them well then you can really get a massive viral effect. Inforgraphics are something that really blewup in 2017 and ’18. Although their effects is somewhat decreasingby the year, but at least in 2019, and at least in 2020, infographic is definitely somethingyou can focus on. And not just the basic infographic. You can even go one step ahead and make anytype of info graphic. So these have the potential of going viraland also generating a lot of backlinks to your website. Like in this case, this particular examplehere, how car engine works. The article that actually from which thisinforgraphic was created, just because of this animated inforgraphics, they were ableto drive 1,000+ referring domains just for that particular article. That’s a huge amount of backlinks. So this article alone, must have increasedtheir organic traffic, by at least 10 to 20 folds. So you can think of creating an animated graphicsfor your content marketing strategies as well. Similarly you can create “how to” typesof articles, so humor is also something that has the potential of going viral. How to articles is more of a saturated field,so you won’t get much of the traction through that, but humor is something that can driveviralty into your content. You can create checklists/worksheets for youraudience, any kind of checklist that can help your audience or make their job easier. Like in my case, I really believe in SEO orsearch engine optimization, and that is why I created an SEO audit checklist. And I am giving it away for free in my YouTubevideos. Because I know that SEO is something thatis kind of complex, and SEO audit in particular is a more complicated field. So by giving a checklist to my audience, itmakes their job so much easier. Similarly you can create a review or a comparison. Let’s say you are a SAS business and youhave multiple competitors then you can write an article why your software is better thanyour competitor’s. Because people tend to search this as well. Like, if our software is a- so let’s say-let’s take the example of ahrefs and SEMrush. Both are used for backlink analysis and SEOefforts. So you’ll see that people are searchingfor ahrefs versus SEMrush or SEMrush versus ahrefs. So by targeting this keyword query, theseare the people who are in the last stage of buying. So they have already made up their mind thatthey will be buying the ahrefs or SEMrush. So their just checking which one has the betteroption. So by targeting or writing an article, orrather a very comprehensive article, stating why your software is better than your competitor’s. Stories are really something that can reallyhelp create a strong bond with your audience, if your story and also your copywriting isgood. Ultimate guides who are really popular in2017 and ’18, especially Neil Patel was writing a lot of ultimate guides. Ultimate guides is nothing but writing a verydetailed, comprehensive, step-by-step, easy to understand article on one of the most populartopic on your blog. Just by searching the keyword “ultimateguide” you’ll see that there’s so many ultimate guide on the internet. So- there’s Neil Patel “creating an ultimateguide and using them to build your marketing list”. See even the second article is “please nomore ‘ultimate guides’…” because in 2017 ultimate guides was the trend. Everyone was writing 5,000 words, 10,000 wordsor even 15,000 words ultimate guide on their main topic. Like an ultimate guide on remarkable content. Let’s see the article here… see the qualityof the article here, the way they have written the article, the navigation here, so the TOCis in the form of these bullet points, so you can easily navigate to any part of thearticle. They have images, they have this beautifulgraph, the formatting is really nice, the color scheme is really nice. So to write this content, I’m sure theyalmost spent a week or a month , just for the creation of this article. So this is the power of content marketing. See the exit popup here, that’s a very smartstrategy. So look at the quality of this article, howdetailed it is. How beautiful it is. This is why content marketing is somethingthat is extremely difficult to do as an individual, you need a team behind it because it requiresa lot of effort. And writing an article is not easy, especiallywhen you’re writing an ultimate guide like this. Which requires at least 10,000 words and thatis just the textual part. You also have to review it, you also haveto make graphics related to that, you need to make it look nice and you also have topromote it as well. As I told you earlier as well, content marketis two parts. First is creating the content and then isthe promotion the content. Both takes 50% of the effort. So next are the videos and the podcasts. Video is something that I’ve mentioned thatis growing like crazy. Even for me, I could have created a text-basedfree digital marketing course. But I created a video-based digital marketingcourse. It took me a lot more time, a lot more effort,to create this video content and then to get it edited, transcribe it, add to the funneland all. But I know that a video is something thatwe create with 10x more effect compared to a text content. That’s why I went for videos. Especially when as you can see on my YouTubevideos as well, I focus a lot on the quality. So the transitions, the camera, the lens thatI use, the sound equipment I use, the script that I use, the video editing, and also thepromotion of the YouTube videos. Because I know that YouTube is something thatwill drive a lot of revenue for my business as well. Now podcast is not something that is popularin India, but in the US, podcast is more like a saturated industry. Like people like listening to podcasts. And majority of the people listen to podcastseither when they are driving, or when they’re in the gym, or when they are doing their housechores, but in India it’s in a varying stage. And even the people who are doing some podcasts,they are doing more of a video kind of podcast. Because YouTube is more popular in India. But my prediction is by 2020 or maybe by theend of 2020, podcast is something that will definitely grow. So that is something that you really can catchon this trend. And start it early, because all the peoplewho are very early in the growing term, tend to benefit the most. Last is book, writing a book is somethingthat is still relevant. It might not be as effective, but it stillgives you authority. Whenever you have a book written and it’sa best-seller, then you can write on the description as- you can write it in your bio… and…they just give people the tendency of looking at you with an authority. Because writing a book somehow, makes peoplelook at a form, “look at this person, might be in authority of this niche, that’s whythey have written the book.” You can also do something like this as well. Even my plan at the end of this year 2019is to write, publish and make one of my books a best-seller. So you’ll see my journey here on the sameFacebook group and on my YouTube channel. So if you’re not subscribed or if you’renot part of the Facebook group, do join them. So content marketing is more like a three-stageprocess. So first is planning, you have to plan youhave to select what kind of content to write, research about it, resources and all. Secondly, is to publish the content, and thirdis the marketing and promotion of the content. So the first step is definitely making aneditorial content- so the first step is definitely making an editorial calendar. As I said content marketing is something thatyou cannot do along, or if you’re doing it along it will take much more time. So far a- either you can create an editorialcalendar in your Google calendar or if you want for more simplicity then you can go forTrello or Asana. Asana is the more advanced project managementtool. But if you want something free, then you wantto go for Trello. Even Asana gives free trial I think up to3 or 4 members, I’m not sure. But Trello is definitely free. Even I use Trello for my team management andassigning tasks to my freelancers and all. So you can do this. It’s an amazing software that you reallymust try. And second is to plan what kind of contentyou plan to write. Like the given example of Travel Triangle. They were not the first in the industry tocome up with travel booking. There’s so many competitors like MakeMyTripand other websites like Yatra.com. So what did they do different? Honestly, they didn’t do much different,all they did was looked at their competitors like MakeMyTrip and Yatra.com and they sawan opportunity. And the opportunity was that majority of thetraffic even for these different companies like MakeMyTrip or Yatra, who are coming fromsearch engine optimization. So they checked, they looked and they knewthat their power of driving customers will be content marketing, and that will be SEO,search engine optimization. So for them to have a promotion is the searchengine optimization, so they hired a lot of content writers, and article editors for proofreadingand checking the quality of the content. They wrote a lot of articles and build a lotof backlinks. And hence, they are today driving a lot oftraffic. You just saw 3.1 million of traffic. And majority of that coming from search engineoptimization, and now they are making good money. And the best part about search engine trafficis that it is free, so the customer acquisition cost is 0. All the revenue they make, apart from thecost like the operational cost, everything is profit. Because their marketing cost is zero. So the way they made themselves differentwas by writing content that was much more higher in quality compared to their competitors. Their content is very well formatted, lookat their content. They have proper bullet points, they haveproper formatting, they have beautiful images and look at how they have bolded some of thewords. Italics, bolds… and they’ve also mentionedentry fee, opening hours. So all the information that a person mightbe looking for. And in between the contents, they are promotingtheir travel packages. They also have this right popup where youcan enter the- I think someone from the department will call us and set the travel booking. See how beautiful the content is, how simpleand how elegant the content is. And also they have keyword optimize, theyhave followed the SEO practices. Like a very long content I think it is definitely,3-4,000 words+. And they have covered all the checkpoint ofgood on page SEO. And since their content quality is reallyhigh, so they may have made a lot of backlinks for this article as well. So this was how Travel Triangle was doingit. So this is what you can do for your businessas well. So this is what you need to do for your contentmarketing as well, first you need to finalize what kind of content or where your customeris. So if your customer is more coming from thesearch engines, you need to focus on SEO so this is where good quality content, very comprehensivecontent will come. But if you are- if you think that most ofyour customer is more on the Facebook or the social side, then you can create more viralkind of contents. Not every informational, but rather trends. Listical articles will really work on socialmedia. So this is where I cannot give you a directchecklist, rather you’ll have to search your competitors, you’ll see- you’ll haveto know what kind of content they are writing. For this you can use various software likeAhrefs, Moz and Buzzsumo. Buzzsumo is my favorite in social media andall for the sharing capability. To see which of your contents were sharedthe most. Ahrefs for SEO, and Moz also for SEO. For creating the content either you can writeit yourself, but that will take a lot of time. Like for me, I hire some content writers,I have some really good content writers, I pay them well as well. So all I have to do is give them the guidelines,what kind of content I’m looking for, so they’ll do all the research, and since theyare all experienced content writers they know what I am looking for, they’ve already workedwith me. So they give almost a, like a 90% final work. Then I have a content editor who looks atthe work, gives them feedback, if there’s a correction needed to be done, and we getthe final content. Then I also have one person is responsiblefor creating the images, adding the images and publishing the final article… and beforepublishing, I have one more person who does the SEO of the article. Like adding the keywords, adding the all-text,making the content look good, the formatting and all, making sure of all the other SEOtactics. And then finally the content is published,and then our marketing team takes the content URL and promotes it as much as possible, onFacebook social media, paid ads, YouTube. So all the relevant channels where the contentaudience might be. Even after publishing, the work is not done. You also have to track and analyze the data. What was the result of your content marketingeffort, how many customers did you actually convert into paying customers, did your contentmarketing efforts give you positive result or not? The content quality is extremely important,because there are a lot of competition already in the market, so if your content qualityis inferior, no one will stick to your content and they’ll just move on to the differentcompetitor. So make sure your content has a lot of images,videos- videos are something that you can embed in the content because you’re gettinga lot of engagement with videos. You can- formatting is another important factor. I just showed you the example of Travel Triangle,they have proper formatting. Italics, bold, bullet points- so that is howyou make your content look good and also keep the audience engaged. And another very important point is that youhave to make sure that your content is mobile optimized because people tend to forget aboutthis. That around 70% - 80% of your audience areusing mobile to access your content. So if your article does not look good on themobile, then definitely your content won’t be “sticky” and people will just clickon the back button. Content length is again an important factor,not just for content marketing but SEO efforts as well. The longer the content, the better for yourSEO effort. But as I’ve mentioned in my YouTube videosas well that SEO is not about writing big content, but also about writing quality content. So not just the length of the content, butas well as the quality of the content must be very high. Another important area specially for the contentmarketers, the headline is extremely crucial. So your headline needs to be “click-baity”but at the same time does not bring out the negative emotion of clickbaiting. So let’s say you’re writing top 10 tipsof losing weight, number 3 will blow your mind. So make sure the number 3 tip is somethingthat is really out of the norm, it must be backed by research, it is something that peopledon’t usually think about but it generates some kind of positive emotion from the people. Otherwise people will just associate yourbrand with clickbaiting headlines. See, writing a headline is an art. It is not something that you can learn withina few hours, so you’ll have to practice it a lot. Especially, in my case in my content marketingstrategy. What we do is, before writing the article,we make sure to create 5 – 7 different headlines. And when we are promoting it, we are activelytesting the headline to see which one is giving the most engagement. And then we’ll stick to the final headlinewhich gave us the best enagegement. And for creating beautiful images- and alsoyou can look at the various headlines of websites like Scoopwhoop or Buzzfeed for some inspiration. Because these websites are social websites,so for them, headline is an extremely important area. And also you can use this free tool of CoSchedule.comheadline analyzer. You can paste your headline and this willgive you a score based on the kind of headline you have. So you can use this as well. And for creating beautiful graphics for yourwebsite, or even for your social media, you don’t need to learn Photoshop. Like even for me all my designs, be it FacebookAds, be it my Instagram post, or even my blog post images… everything is created in thisfree tool called Canva.com. I am not paying anything for this. It is very easy to use, simple to use, it’sfree of course. And also it has sharing capabilities so youcan create a team, just like Google sheets where multiple people can work on the samedesign and it will be real-time updated. Honestly, this is the best website. This is why it is extremely, extremely popular. You’ll see that 88 million people are usingit. And the best part is, the website is free! Who doesn’t like free, right? So all my Facebook graphics, my website articlesand- everything is created here on Canva.com. You can use this as well. Like I mentioned, outsourcing- most of thejob comes with the experience. Like I’ve been in the digital marketingfield for 7+ years, so I know where good freelancers are, be it any kind of- like video editing,or content writing. And already I have a huge team of freelancers,who are already tested, with the quality of their work. So I already have freelancers for any kindof work that I need on a day-to-day basis. But if you’re just starting out, then youcan go to iWriter or Textbroker for your content requirement. There’s some good writers. But then again you need a content editor aswell. Or you can do it yourself, to check the qualityof the content. But my best tip for you will be that, if you’redoing content marketing then you already know that it is something that is time consuming,so you’ll need to use all the tools, you’ll need to streamline your efforts so you canget the minimum time. So make sure you use the tools, outsourcethe work as much as possible, and not just create and publish, you also have to marketthe content. And also track and analyze the results. Now pre-promotion is something that you canimplement in your rural content marketing strategy. Bu then again, this will add to the workload. But it will definitely give positive resultsif you’re doing it. So what is pre-promotion? So pre-promotion is all about finding promotionpartner. So let’s say you’re writing an articleabout top 10 best places to visit in Thailand. Okay, so- then what you can do is write avery- if you’re planning to write it as a comprehensive guide covering everything,all the information, beautiful formatting, beautiful graphics… so what you can do ismake a list of all the travel influencers who have covered Thailand. And they already have a good following, let’ssay someone is popular on YouTube or let’s say someone has a blog who is very popular. So make a list of- or maybe a Google sheetof all these influencers along with their contact details. The primary contact detail that I focus onis the email ID. So what I’ll do is, I’ll mention thispeople or maybe I’ll use some of their images and credit them in the article, or maybe I’lluse some of their quotes or just mention them in any other way in my article and then, beforepublishing the article… I’ll just email them that, yeah I’m tryingor maybe thinking of publishing this great piece and I’ve also mentioned you in myarticle, so what are your comments or maybe feedbacks on the article before it gets published…and they’ll be happy to- not all of them, but definitely a few of them will be happyto give you feedback. And if they even like the article, they mighteven share the article when you publish it. So all of these will be possible when youdo the pre-promotion and, not just this, you’ll also be creating bonds with these influencers,so you will be in their radar, and this will also give you credibility if a good influenceris sharing your content. So this is something that you can incorporate. And for the email outreach, you can use anysoftware like Ninjaoutreach. I personally use, Ninjaoutreach… you cancheck all the tools that I use for my content marketing effort as well at my ankuraggarwal.in/blogging-tools/area. Or you can click here in the my tools section. So here you can see all the various toolsI use, like Ahrefs for SEO… and NinjaOutreach is what I use for pre-promotion and all myemail outreach. Not just for pre-promotion, but also for mySEO outreach, for guest post and link building, I use NinjaOutreach. And G Suite is what I use for my professionalemail address and also for my Google sheets. Buffer is another tool that you can use afterpromotion of your content. Now you already know and I’ve already coveredmost of the type of traffic in my previous videos, like organic traffic, direct traffic…organic traffic is traffic coming from search engine. Direct traffic is traffic coming directlyto your website or maybe the type-in traffic. Like when someone enters the name ankuraggarwal.inin the browser then that will become a direct traffic to my website. Paid traffic is any traffic that is comingfrom media like Facebook Ads, LinkedIn Ads, Google Ads, etc. Email marketing traffic, one of my favoritechannel is coming from an email list. I use drip for my email broadcast. Social media traffic, traffic coming fromsocial media, be it Facebook group, be it Facebook page, Twitter, etc. and referraltraffic is traffic coming from any other source like a guest post on an inter-website or alink on any other article, or maybe on Reddit, etc. Now promotion and outreach is extremely, extremelyimportant. Now you have created- spent weeks on creatingthis beautiful content but if you don’t promote or if you don’t outreach all yourefforts will go in vain. Just as mentioned earlier, it’s a 50-50split, the more time you spend creating the content, even more time in promoting or outreachingthat content. So make sure you share the contents multipletimes, then again you can use a tool like Buffer.com, as I mentioned in my bloggingtools list, or you can schedule- schedule your contents multiple times on your varioussocial medias. Also the people you mentioned in the article,like I told you in the pre-promotion list, you can even contact them or ask them forthe share, if they like the content. And if you already have a Facebook page thenyou can share the article in the Facebook page, and also spend some money in boostingthe page, because the Facebook organic reach is slowly dying out. Facebook is not showing your content to eventhe people who like your page, so you need to boost the content on your page in orderto reach all the people who like your content. Or you can even run paid ads, on all relevantaudience. Let’s say you’re writing an article aboutThailand, so maybe you can target people who are interested in traveling or people whohave just been to Thailand. So you can target people who are interestedin traveling and see the response there. So it’s all about a- spending more timein promotion and outreach, especially when the article is published, in order to getit viral. And not just the paid ads and the social mediaboost, but you make sure that your article is on page as you optimize as well. Because if your article does go viral, orif you are able to build high-quality backlinks for your article then it will also give youa boost in the Google search engine ranking. So make sure you first select the keywordas well. So for selecting the keywords, you can alreadyuse Ahrefs. I’ve already covered everything in detailin my SEO videos. Be it on page and off page video. Like if you are writing an article on a…let’s say tourist places in Delhi. So you can do is, search on Google… youcan see that the first article is Travel Triangle’s article. Just open the article, copy the URL, go toAhrefs, enter the URL here, and press enter. This is the list of all the keywords thatthe article is ranking for, so make sure if you are writing an article on tourist placesin Delhi, you also optimize your article for all these keywords. So check our on page SEO video again, if youwant to learn more about this. So by optimizing your article for SEO as wellyou also increases its chances for long-term traffic. So if your article- if you’ve spent so muchtime on creating this valuable content, and if it also ranks on Google, so instead ofsudden burst of traffic you’ll also be getting long-term traffic because your article willrank on number 2, number 3 or even number 1 position for your target keyword dependingon the competition. Now email is something that- specificallyin India, is ignored a lot. But honestly, email is something that havebeen giving me the maximum revenue for my business. And email is the best channel to contact influencers,and also get a reply. And if you are not building an email listfor your website, then you are losing on a big chunk of revenue. Now email is not something that is very popularin India, but honestly, email is driving me the maximum revenue. When we are talking about the promotion aspectof content marketing, email will play a very important role. So if you already have an email list, youcan directly all your people and ask them to check out your article. And these people are highly likely to checkout your article because they are already engaged with your brand. They have already given you their email IDso they have already given you the permission to email them. So they are more likely to click on the linkand check on the article, and even share the article with their friends and all. So for email marketing I am using Drip.com,so for my email marketing I’m using Drip software. You can check all the tools that I use formy digital marketing efforts, by going to the “My Tools” section here… on “ankuraggarwal.in/blogging-tools/”And… for email marketing I am using Drip. But if you are big enough you can use AWeber. You can click any of the links here and trythe software for free. And for my email outreach, I use this amazingsoftware called NinjaOutreach. It makes the email outreach so simple andthis is an amazing software, not just for email outreach, but also for building high-qualitybacklinks. Now repurposing content is another smart strategythat you should incorporate in your content marketing effort. So let’s say you’re spending a lot oftime creating this epic guide, this beautiful content, then why not take the maximum potentialfrom this article, right? Let’s take the example of this particulararticle, the ultimate guide to starting an online business. Now this article is beautiful, it’s well-written,it’s properly formatted and I’m sure the person who have written it must have spenta lot of money in promoting this article. So how can you extract the maximum benefitout of this article? So what he can do is, he can take the bestpart out of this article and create it into a video. And then upload it to the, YouTube channel. Or he can even take the best part and addit to the Instagram live, or Instagram story. So this way, using the same content on variousother mediums. This is what repurposing is… You can repurpose your content in multipleways. You can use it as guest post, you can createvideos, you can create PowerPoint presentations. So by using the same content on various differentplatforms, you are targeting various different audience. Not everyone likes to read text, some peoplemight be more interested in videos. So you can create a video, and target thataudience. So what type of traffic to focus on? So there are two different areas, organictraffic versus the paid traffic. Both have pros and cons. So like when you are focusing on organic trafficthe results are very late, so you cannot expect instant rankings, you cannot expect your articleto rank into the number one position within a few days. It takes a lot of time, it takes a lot ofeffort, and also it takes a lot of knowledge it rank your article. But then again the traffic that will be comingto your website after you ranked, they’ll be free of cost and that would be targetedtraffic. So organic traffic should be a long-term strategy,and paid traffic should be a short-term strategy when you want instant boost or instant relevantprospect to your customers to your articles or to your content marketing efforts. With paid ads you also have to spend a lotof money to drive those people to your content, but the result are more instantaneous. Another drawback of organic traffic is thateven if your article is ranking, but let’s say for Google algorithmic update comes, allyour traffic can go to vain. All your rankings might just disappear instantaneously,if the penalty- if your website is penalized. So my advice for you is to keep 70% of yourbudget devoted to SEO, that is the search engine optimization. So that you are consistently focusing on thelong-term view, at the same time, keeping 30% of your budget on the digital marketing. At the same time, keeping the 30% of yourbudget at the paid ads channel, like the Facebook, Google Ads, or the LinkedIn Ads, whereveryour customer is, so you can also get instant arrow way of the product. So here are few different tactics that youcan use to drive highly-targeted traffic. You can use guest-posting, you can share iton various Facebook groups. If you already have a Facebook group, youcan drive customers through that. But even if you don’t have a group, youcan be part of the various communities or the various different groups who are in yourindustry, and be an active participant in that. Don’t just go and spam your links there,rater be an active person in the community, help others. Only then will the other people also be checkingyour article, sharing your content, or even give any consideration to your content. You can even run Facebook Ads or Twitter Ads,you can republish, reformat, or you can repurpose the content. Retargeting is also something that you candefinitely do. I’ve already covered retargeting in theFacebook Ads section, because these people are already interested or they already haveseen your content, or any kind of content, in any way or form, so they are more likelyto chance your article again. And this is the final step, this is anothervery important step. Let’s say you have spent all the money allthe time in creating this beautiful content, and even market it. But if you’re not checking the stats, ifyou’re not checking your numbers, if you’re not making a positive income out of it, thenall marketing efforts are going to be vain, right? So you have to check your numbers, you needto know what your numbers are. Like I’ll give you my example… Let’s say if I’m driving people to myincome report here, for January 2019. You’ll see a call to action here like, “joinmy free digital marketing course”. Similar call to action are all throughoutthis article. Asking people to join my free digital marketingcourse, like here. And even at the bottom of this article, “joinmy free digital marketing course”. So let’s say a hundred people come untothis article. Then I can check in my Google Analytics, howmany people actually click on this link, and went to this particular landing page, ankuraggarwal.in/free-digital-marketing-course/and how many of them actually subscribed. So if I cannot track these numbers , I won’tbe able to judge what the results are of my content marketing campaign. So whatever your business goal is, even ifyou are an ecommerce company. Your ultimate goal is to make multiple salesof your product. So let’s say if you’re selling leatherjacket. And you write a comprehensive guide on howto select the perfect leather jacket, then what you can do is, by giving a lot of valueto all the people, showing the different kinds of leather jacket, how to buy them… tips and tricks on buying them. You can also incorporate various call to action,asking people to buy your own leather jackets. Then you can see out of hundred people whoare coming unto the article, how many of them are actually going and buying your leatherjacket, so this is how- where content marketing comes into play. You need to know your numbers, otherwise allyour efforts will go into vain. Now this is another common but very importantquestion asked to me, like how long does it take for content marketing to work? Honestly, it depends on the channel you areusing. There is now specific concept, like in thecase of Travel Triangle I mentioned earlier, the example that I gave you, they were focusingentirely on SEO. So their strategy was long-term. That was to rank in the Google search results,for all their keywords. So for them it was a slow process, like 6months or a couple of years. Maybe 2 to 3 years, because SEO takes time. And that also depends on the level of knowledgeyou have about search engine optimization, and the kind of backlinks you are making. But if you are an ecommerce website or somethingor someone who is selling a physical product or even service, and you need instant result,then you have to go for the paid ads. Like Facebook Ads, Google Ads, or any channeldepending on where you customer is. In that case, you need instant result so you’llbe going for the paid ads. But then again if you are selling an expensiveitem, if you are selling a high-end coaching or an expensive video course, then you needmultiple touch-points. You need your customer or a prospective customerto trust you. in that case as well, content marketing willplay a very important role, because you’ll be showing them testimonials, you’ll beshowing them the value of your content and also giving them overall free value. Only then will they be able to trust you andbuy your expensive program. So there’s no set answer for how long doesit take but it depends on the channel you are using. So this is where I’ll end this content marketingvideo, I hope you enjoyed it and I hope I was able to make it clear for all of you whatcontent marketing is, and how you can incorporate content marketing in your efforts of digitalmarketing. And as always I’ll mention and end thisvideo, like by doing everything not just looking at the video and thinking “okay, I understoodit, I’ll be able to do it”. No, it does not work like that. You have to incorporate, you have to practiceeverything on your blog. I’ve been mentioning these things in almostall the videos, that practice, practice, practice- practice is the only thing that will makeyou a good digital marketer. I don’t want anyone in my Facebook groupor in our community to just be a beginner or a novice digital marketer. I want all of you to be an digital marketingexpert, and it will only take place if you practice everything that I teach you. And also I am taking all the time in the worldto take the Facebook live to answer all your questions, help you out in any possible way,so please guys. Hey guys, I hope you like this lesson on thisfairly new field of content marketing, tomorrow we have another important lesson for you calledemail marketing. Guys, email marketing is one of the biggestrevenue driver for me. Like what is an email list? How to build an email list? Or rather how to even make money from youremail list? I will be talking all about this in the nextlesson.