Monkey Monday - February 8th, 2021

How to nail your content marketing: Part 1

Communication | Content | Monkey Mondays | Marketing | Online Marketing

Are you looking for content marketing ideas? Do you need some inspiration? In today’s Monkey Monday vlog, Matt and Chris are kicking off a two-parter to share our advice for getting your content marketing spot on.

In part 1, we’re sharing three tips that will help you generate ideas for your content marketing on a regular basis.

Tip #1: Understand your audience

In our audience workshops, we help our clients uncover useful information about their audience that they perhaps hadn’t considered before. You can do this yourself - just write down a list of your most important audiences and make a note of this kind of stuff: 

What they like, what they don’t like, what problems or pains they have, what solutions they’re looking for, what their social circle looks like, what beliefs they have, and so on.

Once you’ve done this exercise, you’ve basically made a list of a load of valuable content you can create that’s tailored to your audience.

Tip #2: Answer their questions

People ask questions. People want answers. And where does this dialogue take place? Search engines. 

Now that you’ve identified your audience, try and think about the kind of questions they might be asking when they make a Google search. Can you answer those questions? Whether you do so in a blog, a vlog, an infographic, a podcast, or anything else, answering their questions is one of the best ways to get them on board. 

By optimising your content for key words and phrases, you can rank high in search results for people who are searching for that specific piece of information. Our best advice if you’re doing this is to get really specific - your goal is not to grab as many people as possible, it’s to target the particular niche who are interested in that particular thing. 

Tip #3: Learn from your business

If you operate in a marketing department, it’s easy to become siloed from the nuts and bolts of your business. One of the best strategies for creating content is to talk with the people who answer the phones or greet people front-of-house. These people know first-hand exactly what kind of questions and issues your audience has, because they probably have to deal with them on a daily basis.

Simply by chatting with the people who have a close relationship with your audience, you can gain a better insight of what your audience needs to know. Then create and publish that content, and make it easy for them to find. It can be as simple as an FAQ page on your website.

You can also improve your business by doing this - just think how much better your receptionist’s day will be if they don’t have to answer the same questions over and over again.

Here’s the breakdown

00:00 - Intro

01:44 - Tip #1: Understand your audience

03:16 - Tip #2: Answer their questions

05:37 - Tip #3: Learn from your business

Who is your audience?

Transcript Show / Hide

Hi, I'm Matt.
And I'm Chris.
And it's another Monkey Monday. And we're back at home, Chris, comparing walls.
Yeah, a blue, dark blue.
Yeah. I've also gone for dark blue. And that's by accident, actually, didn't even plan it. But we're on brand.
Nice and cozy. And what are we talking about today, Matt?
Today we're going to do a two-parter mate, today, and we're looking at, uh, content marketing and, uh, part one is looking at how to generate ideas of what content you should create to market.
Yeah. Um, we've had a client come to us who's starting a podcast. And one of the questions he said was like, how, how do I come up with enough ideas to keep something going for years and years when my industry's a bit boring or... how do you, how do you do it?
Yeah. Uh, and it's the same for everybody really, I guess. No matter what content you're creating, you want to make sure it's sort of meaningful and you're not just making content for content's sake and, um, credit to the, credit to that guy. I think he's done an amazing job with the pilot, so, um, I hope they keep it up and I hope it goes really well for them. And, uh, so what we're going to do is we're going to provide three tips, three tips on how you can use some ideas to, to generate new content that's going to work for your audience.
That's very good. You're becoming a real presenter, Matt.
I know. I feel like, I think it's this microphone, it's making me more radio DJ.
It is quite radio DJ. So the first of our tips is something which came from an audience workshop that we did.
Yeah. I think it's, um, this is an easy win actually. And you don't need, uh, you don't need an agency to help you with this. You can, you can run your own audience workshop. Just ask questions about that audience. Describe them. What are the things they like? What brands do they like? What stuff don't they like? And we did one recently with a guy who, uh, he does training camps, doesn't he, training camps and fitness and stuff like that in the, uh, in the Swiss Alps, um, amazing company really. And, uh, in the workshop together, we sort of found that his main audience, while they cared about all the obvious stuff, uh, we kind of discovered that they all really love coffee. And that's an interesting one because you maybe wouldn't have gone down that road, but just knowing that single thing means you can create some content that they will really care about. And you can sort of talk about how that affects your diet, what's good and bad about coffee, affects on mental health, all of those kinds of things around-- you could do an entire series of stuff just around coffee.
Yeah, it just sparks a load of ideas like you could at every, um, vlog, you could recommend a different coffee at the end. You could get your entire tribe to recommend it together. You know, as part of the sort of exercise regime, you could have this little nice thing tagged on the end. So it's a little bit of a reward that, uh, brings everyone together. It's kind of an interesting thing.
Yeah, create a coffee club, something like that, who knows? So that's tip number one, tip number two, it takes a little bit of that. So once you understand your audience, what they care about, what they're looking for, it's then good to think about what that might look like online. Um, so one great thing to do is to create content that answers questions people are asking of you, um, directly on that there interwebs. So, um, that could be anything really, but, um, once you sort of curate and create that content, you might engage with an audience who's specifically looking for that.
Yeah. Now we have a group of, um, online marketing elves who we can ask these questions of. But, um, for normal people who don't have those, you could just go around and, and put your self in the mind of somebody who wants to buy from you and figure out all those questions that they're asking. It's not that tricky, is it really.
Well, there are tools. There are tools over here, if you want to define them, uh, that, um, will help give numbers to this as well. So you could do some keyword analysis around this or key phrase analysis, and you could find how many people are searching for it, but it's not really the amount of people searching for it that matters, because you kind of want a small audience, in a way, you want the specific audiences. You don't want a general question that millions of people are asking, cause you'll never really answer that. Or you probably won't answer it as well as a bigger domain authority's answered it over here. So finding those really niche questions, um, and it's less about the amount of people searching for it, it's more about how relevant it is. How relevant can you make that question to you? And, um, if you can answer that and appear in the Answer Bank, that's really good. It's a really good content marketing strategy.
Yep. So you'd create that kind of content in a weekly, um, blog or something would you?
It could be that. Um, so yeah, a blog is good because you can optimize that page for that search phrase. So that's, that's perfectly fine. You could do other stuff. You could do infographics. You could do video. So maybe you, you create a video to answer that, and that might appear as a video result. So understanding the questions, finding who's asking it, looking at the competition, and connecting with it is the way to make that work for you. And finally...
AND FINALLY this week.
Our third tip comes from just recent experiences we've had with, um, people, isn't it?
Yeah. I think, uh, anything that sort of sparks a conversation, uh, in your business and our brains do it a lot, Chris, don't they, we have conversations and we go, oh, I think our audience would find this really useful. And that can curate an idea of a vlog that we might put together. So in, in a similar way, um, any experiences you've had, any stories you've told, anything your customers have talked to you about, um, I really liked what you said about like, uh, even, even receptionists, Chris, you said something.
Yeah. I mean, obviously if you're a receptionist on a reasonable sized business, you're going to get phone calls with people asking very similar questions or you might get that, and you just need to get everyone in your business to be noting those down, going, actually, if I didn't have to answer some of these questions day in, day out, that would be really good. And you can answer those in a fun way on a podcast or a vlog or whatever, you know?
Yeah. It's good content because it will, it could help the whole business in a way, if you're, if you're having to answer, I don't know, questions around installations, for instance, all the time. If you create that content, then you can just parcel and give to the customer and you can build up a library of useful stuff for them. That's when you get people sort of buying into your world and understanding, well, this is the place to go for this kind of, kind of knowledge and interaction. Um, and the best way to get that is from those real life experience happening with your customers with, um, with your team.
Yeah, it's basically just free market research, really, isn't it?
Well it is, yeah.
The more, the more you understand your customers and understand what they're asking, the more that will feed into your entire marketing and the way you run your business.
And it can be really micro, can't it. It can be really focused. Um, and sometimes that works really well. The more focused and small your thing you're talking about is, the better. Rather than just trying to say one giant thing, you're just focusing down on just one small problem or issue someone's got.
Yeah. That's where I think that the smaller businesses can win because, um, like a big company, like Apple can't answer the questions for these 30 people over here. You know, they have to do mass marketing all the time, whereas people in our position, we could, we could find a specific question that 10, 20, 30 people are asking, and do a vlog about it, which is really informative and really helpful.
Okay. That's a great way to end, isn't it? Our vlogs are informative and helpful. At least I hope they are. They are to somebody.
Yeah. Just for you.
It's all for you. You guys out there. And, uh, so that wraps that up. Now, part two, that's coming next week, we're going to look a little bit deeper into this, and in particular, we're probably going to look at sort of email marketing. So we've talked today a little bit about sort of vlogs and blogs and how that will connect with your audience, but, uh, we know subscribed audiences are the future, so we're going to look at what good email marketing looks like. Sounds exciting, right, Chris?
Yeah. It's like a real cliffhanger, isn't it?
It is.
Tune in next week.
Tune in next week when Matt and Chris talk about email marketing. Will Chris' pigeon return and interrupt the podcast? Will Matt remember what he's talking about? All will be revealed next week on Monkey Monday. [Cough] Sorry, that made me cough.
See you next week.

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