Since Bill Gates was (arguably) the first to popularize the phrase “Content is king” in a 1996 essay, the locution has been harped on to the point of vexation, but it still rings true — maybe today more-so than ever. In the last six or seven years, the level of distribution that business owners and subject matter experts have been able to get with their content has gone from local to worldwide.
But, how do you actually get a return on the time and money you put into content marketing? It’s a nebulous concept for most business owners. Content marketers will tell you, “It’s a long game...you may not see results for 12-18 months.” I’m here to tell you that that is a lazy, and possibly dishonest. When you’re a results-oriented business leader, this kind of talk always rings a little odd and probably gets your Spider Senses tingling.
Fact; Monetizing your content is possible in far less time than 12-18 months.
Case and point, I published a piece on Smart Insights: "The 3 takeaways that actually matter...from Facebook F8, 2018" in May, and three weeks later we lined up a deal because a business owner read my piece and reached out to my agency. This wasn’t by chance. This was because I took a strategic, ROI based approach to the creation and distribution of my content
These are the exact steps I took to see ROI in 3 weeks, not 18 months.
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If you want to monetize your content, you have to treat it like a product. Sure, you may have some idea you think is awesome, but does it solve a problem for your readers? If not, then your content is as useful as a piece of garbage in the 99 cent bin headed towards an incinerator.
I’ve read so many articles and thought, “Yeah, so what? How does this help me at all? All it did was allow me to kill 5 minutes waiting on a plane.” It was entertaining, but it offered nothing of tangible value.
Sure, you need a quality piece of content, and a high performing blog. Small businesses with blogs get 126% more lead growth than small businesses without. But, your blog has to be useful to your desired end consumer. To the people you want to generate revenue from. If it’s just clever and entertaining, then it’s just that and nothing more.
While you’re creating your content you have to constantly be asking yourself, “Will this help the reader relieve a pain point?” If the answer is no, then start over.
The second your content starts reading like a sales pitch or looks like keyword stuffing, readers will turn off. If you’re blatantly trying to push your product or service, or trying to increase SEO value, you’re no less irritating than a telemarketer.
This goes back to providing value. Content published to outside publications is top-of-the-funnel initiative. It’s an introduction. It’s getting to know your readers and offering them something of value while asking for nothing in return.
This is the most commonly missed step in my opinion. People come up with an awesome article, blog, e-book, etc, but they just assume that if they write it, customers will come. People want to be told what to do.
TELL YOUR READER EXACTLY WHAT TO DO.
If you want them to reach out for more information, tell them that. If you want them to click thru to a certain additional piece of content, then give them the hyperlink with direct instructions.
You’re selling through your content now. And remember the old adage, you’ll never get a yes if you never ask for it. After reading recommendations on a blog, 61% of U.S. online consumers made a purchase. Content marketing builds trust in a way that no other method can match. Building trust over time means consumers pay attention and listen to your brand’s voice.
Yes, you’re a content creator and an educator, but, you’re also a salesperson. You’re selling yourself and the solution you are offering in your content. Ask for the sale, or you’ll never get it.
Your product or service is sold from your website. If you are sending people to your website for the desired end action, you have to optimize your website for that particular action by the end user. Don’t just send them to your website and think, “Hey, our website is awesome! Once people land here they’ll just starting forking over money.” Hate to break it to you, but your website isn’t some perfect snowflake sitting out on the world wide web. To most every user, it’s just another site among countless sites they’ll see this week.
If you’re lucky enough to get them there, make completing the action you want them to complete as easy as humanly possible. They hit a snag, one glitch, one tiny roadblock and they are gone. For example, 40% of users abandon a site if it doesn’t load in less than three seconds.
I don’t care how many times you’ve heard to said, I’m saying it to you again. It takes money to make money. You must advertise your content to maximize its potential for revenue generation.
Facebook is your best bet.
Don’t believe me, check out these stats;
Your potential customers are in those groups and Facebook will find them. The targeting options within ads manager on Facebook will allow you to send ads for your content to exactly your ideal customer. Not a single cent is wasted, if YOU know who your customer is. The deal I mentioned earlier in this piece was made because the person was in the audience I was able to build in Ads Manager. I targeted them specifically. I didn’t just ask my friends to share out and article and hope for the best.
If you’re intelligent and dedicated enough to create quality useful content, then you have the intelligence to complete the steps I’ve laid out. Stay dedicated and complete the journey. Because, if a quality piece of content goes unread...did it ever really exist?
By Expert commentator
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