Want to establish yourself as an expert in your industry? Then you must have a content marketing strategy. Produce and publish useful content that solves the problems your target market is struggling with. This is how you gain authority and get seen online.
This week on The Kandy Life, Andy and Kay walk you through where to start to generated killer content. They use Kay’s new book writing course as a case study. Follow along and think about the content you could create for your business.
Episode 14 –
Episode 14 – Harness the Power of Content Marketing
- 0:18 – How to get started with content marketing. Follow along as Andy guides Kay through the content marketing process using her online book writing course as a case study. Covid-19 might be an ideal time to devote more hours to content marketing for your business
- 3:15 – What questions are your customers/clients asking? Identify the top ten questions related to your product or service. Use these topics as the basis to create useful content that establishes you as an authority in your industry
- 4:09 – Why create content? Andy shares the top reasons
- 4:39 – How to create content that provides massive value, and without oversharing, so you both solve problems but also entice your target market to continue to learn, connect, and buy from you
- 5:17 – What is authority? And why does it matter?
- 7:36 – How to draw people to you with content if you’re a large corporation?
- 8:34 – Content creation is a process. This is why it’s important that experts demonstrate expertise across multiple channels.
- 9:46 – Use content to rank on Google and Bing. Google and Bing are constantly looking for content that addresses the questions people are typing into search engines. Great content will help you get found online
- 10:23 – Use your content to build deeper relationships over email. Great content is useful for building relationships over email. Or, it can be used in ebooks that make great lead magnets. Also, use snippets of your articles on social media too
- 11:03 – How to create content to get seen in an overly saturated market? Identify your unique edge to stand out from other experts in your field
- 14:25 – Do your research. Google the questions you think your target demographic is looking to solve. Then review the top three. It’s critical you evaluate what’s already been written on the topic to learn how to differentiate yourself
- 17:00 – Tips for creating amazing content
- 18:30 – How to connect your content to an engagement process
- 20:16 – The seven touch marketing rule
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Want to be a guest on the Kandy Life podcast? Andy and Kay want to hear from you! Come on the show and share your knowledge, get business/mindset advice and promote what you’re up to. We are seeking both wantrepreneurs and entrepreneurs in all types of niches, as well as, couples who are in business together. Email firstname.lastname@example.org.
This episode transcript is machine-generated, so please forgive the slight inaccuracies.
Hi, I’m Andy and I’m Kay. And together we’re candy and you’re listening to the Kandy life. It’s the business podcast for entrepreneurial couples. In the show, we provide real-life training on business strategy and mindset tools. And when you combine them, you can overcome any barrier in the way of your success. We believe anyone can create a profitable business, run it from home, reclaim your time and live a life where work is play. We’re passionate about couples and families doing it together. Get ready. This is the Kandy life.
Kay Walker (00:35):
Welcome to another episode of the Kandy life podcast. Today we are talking about content marketing and how to position yourself as an expert in your industry. Now, this is something that you do all the time, Andy. So today we’re going to use my business, my next business endeavor as a case study so we can walk all our listeners through the process of how to establish yourself as an expert online and build a following.
Andy Walker (01:06):
Yeah. And, and I think probably the reason why we decided to pick on this topic is because I think with the COBIT 19 thing going on, everybody has suddenly has a lot of time on their hands, right? Regardless of what you’re dealing with in terms of what the business is operating or not, or you going to work or not. The reality is, is a lot of people sitting at home going, what am I going to do next? And we just wanted to fill this week with something that you can actually go out and do. So we going to teach you a little bit about content marketing and you may have heard that buzzword before. Content I content Marty, what is content and how do I use Mitt to market myself? Well, let’s break it down. I’m going to use case case building a, you’re building a a book course right now because people are coming at you, right? Yeah. It’s a course about how to write a book
Kay Walker (01:50):
and how to structure your book, the style should you get published or self-publish. So it encompasses all of that.
Andy Walker (01:59):
So perfect conditions, right? To start to establish yourself as an authority. So you’ve written several books, you’ve self-published three or four you’ve published through an agent or a large publisher to write and you’re working on your own project as well. So you are,
Kay Walker (02:19):
and recently, I mean, for the last few months I’ve been fielding so many questions that it’s become almost a job in itself. Just answering people’s questions, friends, uh, you know, friends of friends who know about me and know that I write books coming to me and asking me questions about how do I get started, how do I structure my piece, how do it, should I get published? Should I self published? So all these questions and I thought, okay, I’m gonna create a course. And now it comes to the marketing of that course.
Andy Walker (02:50):
Great. Okay, so perfect opportunity. And for those of you out there who are not writing a course around book writing, what do you, what are you selling? What do you want to sell? What services do you want to sell? What products do you want to sell? You probably have an idea and you probably a pretty big expert in one of those topics. Got the why’s. You wouldn’t be thinking about building a business or line around that. So like K O so I want you to think in terms of when I asked Kay a bunch of questions here and funnel her down a process of actions. I want you to follow along this. If it’s your business, your service, whatever you’re creating. Okay. So yeah, so you have a bunch of customers waiting for information. They’ve already exposed themselves as some people that would be interested in buying or acquiring information from you. And so you’ve decided to create a course on how to write a book, write your first book. So the first thing I would tell anybody would be sit down and write all the questions that people are asking. Like what does it mean? I’m sure they’ve probably asked you what a dozen, a couple dozen questions consistently you take calls, right? You advise.
Kay Walker (03:58):
Yeah. The first question I usually get is on publishing versus self-publishing. They’re not sure which route. They don’t even know if they can get published. How that even works. So that’s usually question one. Good. Okay.
Andy Walker (04:11):
So I would suggest as you compile a list of 10 questions and the most common things people who might buy your product would ask, right? And that would be your first, the most pressing one right there. Should I self-publish or should I get go and see if I can land a publisher with an agent? Right? It’s a big topic. It’s a giant topic, but it’s also something that nobody would really know fundamentally unless they had, they could access somebody who done it before. So great. All right. So, so the first step literally would be, so that’s my first article I’m going to write. So why would I write an article? One, I wanted to establish myself as an authority, as the expert, and I want to have something that I can hang my hat on. So if somebody says, Hey, well what should I do that I can point them to a body of work and have them go, okay, cool. Like let me send you an article. Let me send you to my blog as as step number one. And in that process you’re gonna get a bunch of basic information about the topic. Then you get some of the questions answered, right?
Kay Walker (05:12):
When you say some, what do you mean? Because, um, because I also addressed this in the course itself. So for anyone who’s listening, if you’re covering similar content that you have in a product as you do in a blog that you’re using to attract people, how much would you,
Andy Walker (05:29):
what’d you reveal? Well, I can tell you this in a thousand words or 1500 words of an article, there’s no way that you can tell somebody exactly what to do. Listen, it’s not possible, but what you are gonna do is you’re gonna give them a taste of what they’re going to need to do. You’re going to demonstrate your authority and your expertise. So you have the knowledge and you’re establishing what we call authority. Authority is basically a demonstration that you are the expert and you are the person to go. All right? So you forget whether or not you’re going to, you can tell them exactly what to do. That’s not the point. The point is they’re going to read this, they’re going to get a little bit of the questions question answered and they are going to start to see you. Yes, absolutely. As the authority. Now you’ve written books, so of course you have a built in sense of authority, but nobody would know necessarily a buy a course from you yet.
Kay Walker (06:20):
Yeah, they didn’t know. Me personally, they’re just meeting me online, coming to my site. They wouldn’t know.
Andy Walker (06:24):
And you don’t want to just, it doesn’t tell you, you know you want more than a dozen people who know you to buy your product from you. So you want thousands of people to buy your book course. Right? Who have the same problem. So one, you use that initial article to attract people right on a search engine. If you can get ranked or in social media, if you can have people notice you and follow you and see information that that answers questions that they have, they’re going to say, Oh, she’s an authority. She’s an expert. I can start to trust her. What article won’t do it. But it’s the beginnings of a strategy. If you can get that article on Google or being more one of the search engines, right? Yeah. Who, uh, and enough people think is a good enough article and an answer’s there, the pressing question and there’s not a ton of competition for that topic, then you’re going to attract that those search engines are going to rank you over time because you’re going to start publishing this body of work of, look, I know what I’m talking about. I know how to publish a book. This is the first question, but you’re going to, after this, you can write nine more and you’re going to answer this body of work. So the people looking to write their own books are eventually going to find you as a book expert. You’re demonstrating that you are an expert,
Kay Walker (07:42):
right? This similar technique we’ve done with multiple businesses, we do, we’ve done it with our soursop fruit products. Um, we’ve done it with, you’ve done it with other large corporations, so anybody can do this. You know, creating yourself as an authority and it can be a person creating themselves as that expert. Or it can be a company showing their expertise.
Andy Walker (08:04):
Yeah, we, I mean we did a lot of consulting with materials handling, um, uh, dealerships, people that sell forklifts and warehousing equipment, that sort of thing. Well, how do you become, how do you draw people that want to buy industrial shelving to you online? Well, you talk about, I have one customer who wants to be the number one, uh, ranked, you know, a company that sells this stuff on the internet. That’ll, how do we do that? Well, we start by producing content articles, social media posts, videos about how to install industrial shelving in your warehouse.
Kay Walker (08:45):
Now would you suggest, so we talked about creating blog posts and having that be the place to start to start building content. But you’re saying also videos. Would you do the same, a video of a blog, like you’d write a post about a specific topic and then do a video as well. Would you do the same topic or would you do something different or
Andy Walker (09:08):
what? What I don’t want, I don’t want to, what I don’t want to communicate here is that you have to do one thing and then you’re done. This is the beginning of a process. So you’re demonstrating your expertise across multiple methods. Some people will build a YouTube course or YouTube channel and they would do 50 videos on how to install a sink because they’re say sell sinks or they sell do it yourself sinks, right? Some people would, they know that there’s a lot of people out there who are buying hoses for industrial machines and those hoses need to be explained. Those hoses need to be fitted. Those hoses have different applications that come in different sizes and styles and colors and temperature resistances and all kinds of stuff. So he would start talking about hoses online. You start with an article, why is there a blog section on websites?
Andy Walker (10:03):
One, because people are demonstrating their expertise. So if you’re a hose manufacturer, you better have a darn site encyclopedic, a publishing schedule around the best hoses in the business. And the different applications that they have because people are going to find you. And where I get to is there is you know Google and being are constantly looking for content that demonstrates expertise with the questions people are typing into search engines. So it’s an approach whenever we have a new customer, what’s your area of expertise? It’s X good. Let’s start with 10 blog posts that answer questions about your area of expertise. I’m going to put that on your blog, blog on, on your, on your website. Well why? Because we want to start building the expertise to attract people through search engines. It’s the beginnings of something, but we can also use that content to share on email with our existing clients solving problems. We can also use it as a mini booklet to hand out, you know, as a, what they call a lead magnet, which is something you give away for free to have somebody sign up for your email list. It’s content based on what you can do to share on Twitter and Instagram and Facebook, right? Little posts, little blurbs, little pieces of expertise, right? There’s different approaches. So,
Kay Walker (11:20):
so, so what about for some of our listeners out there, Andy, who are in a really saturated market, um, you know, maybe they’re in, okay, maybe they’re in digital marketing like we are where there are so many digital marketing experts at, they’re putting out great content. Um, so how do you position yourself? How do you get to the top
Andy Walker (11:39):
using your content where you segment yourself? So, okay, so let’s use it. You’re a digital marketer and you want to demonstrate your expertise will, what’s your area of expertise? Are you in search engine optimization? Are you in search engine optimization in the French language? Perhaps that’s what you’re good at. It’s not a lot of people out there that are like that. Are you a particular search engine optimization to the specializes in small businesses within a hundred miles of your business premises and your unique edge then what’s your yeah, what’s your niche, right? Yeah. Like, you know, uh, I’ll, I’ll use this as a universal kind of example, but somebody once said to me, Hey, I want to write a travel blog cause I like to travel. I want to, I want to, I want to get, make money. Blogging about travel. Well, travel is a huge topic by bus, by airplane, overseas locally, you know, on the cheap, expensive luxury, um, eco-friendly resorts, winter resorts, cottages, w w what’s your travel niche?
Andy Walker (12:41):
You need a niche, establish what your area of expertise in and who would buy from you and then start to produce content specific to that audience. So for example, for you, first time authors, probably nonfiction, do you, you don’t, you’re not really attracting fiction writers because you have a nonfiction background. Okay? Probably millennials because there’s a lot of folks that are approaching you are a millennial, first time authors writing nonfiction that want to dilute, develop a brand for themselves. So now you’re going to teach them how, and you’re gonna start to answer the questions that they would have in that niche to attract those people. Does my body of work on my blog? Will that attract the right people? Is that my audience? If the answer is yes, then you’re going to shoot, go out and write that content. And then, okay, so now let’s talk about once you have that content.
Kay Walker (13:29):
Well, and, and I like this conversation too because it’s having me think about, um, you know, there are some other how to write a book, courses I’ve seen and they’re all very boring. And one way to differentiate myself in one way I want to stand out is to make my course fun and actually make the process of book writing fun and painless because people have this perception, like it can be painful and it can. Um, but I’ve also discovered ways that free you up. So I want to use that. And I see now just in this conversation that I could use that to uniquely positioned myself with the other courses that are out there.
Andy Walker (14:08):
Well, you’re a personal growth expert, right? And you’re in your, you’re one of your specialties is mindset, right? So how could you use mindset to write a book? Writing a book is not easy. Terrifyingly hard, right? You have to have the ultimate mindset to get through it. Well that’s your unique edge, right? If you’re a hose manufacturer, what is it about your hoses that you know, maybe they work really well in temperatures under minus 10. Yeah, because your factory, you’ve been making it in a wind in a place like Canada that has cold winters and you need cold resistant, you know, versus the company in Pakistan that’s making hoses for ambient temperatures. I mean I’m, I’m, I’m, I’m, yeah, I’m being silly here, but you know what I mean? Like find your, your, uh, find your area of expertise that matches an audience. Now, once you’ve done that, you have to validate it.
Andy Walker (14:59):
So type in the questions that your, your customers will have in the niche you’re going to sell in and type them into Google. And then sit there and read the first, I’m not talking about the ads here, the Papa, cause you’ll see ads above all the actual organic conduit, the call organic responses, organic content. But the first three links that are shown that are not ads, and they’re not like Q and a box, right? That say, ha, you might even see it. How do I self publish a book? Or how do I self publish versus go through a traditional publisher, which should I choose? Read those three articles. Spot one spot to spot three. What is it that your competition, the people that you’re marketing against, what are they doing that you haven’t done yet? Right? You want to get a beat on, on what you’re going to have to do.
Andy Walker (15:55):
Who are you going to have to beat? And if somebody’s got a nice 1200 word piece that basically explains, if it doesn’t go much deeper than that when you go shot to beat them, right? Or maybe you know, their, their website is, you know, very, very general and includes fiction and nonfiction in it. So now you know what you have to do and the, the job to do is to beat the folks that are already hauled those spots. Do write a better article, produce, start producing. Once you’ve done the articles, it’s not just one, right? Said dozen or so. Maybe it’s an ebook you’re going to give away plus the articles plus a bunch of, uh, social media posts plus a bunch of videos, right? It’s not a small job, but for the folks that demonstrate authority in the biggest way possible and establish trust, they’re going to win that top spot on Google and Bing.
Andy Walker (16:50):
They’re going to attract a social media following. They’re going to attract subscribers to their YouTube channel, and you don’t have to do any of the above. You could pick one share on social media, your best tips. Get people to follow you on Instagram, make micro videos on, you know, one of the other platforms have a single page website where you give away a free downloadable PDF and have people rave about that free PDF and have people sign up to your email list. A lot of people do that. They’re don’t rank on Google. They have 10,000 followers because they give away a killer, you know, a instruction manual, right? So that’s, that’s the concept of content marketing and authority building. Now the actual content itself really has to be properly written, spelled correctly, use Grammarly. By the way, if you’re not a good writer, you use Grammarly, grammarly.com it’s a free service that will analyze your writing and make recommendations.
Andy Walker (17:49):
How can we improve? Spell check everything, produce a lengthy piece. And if you can’t write, hire somebody. There are lots of companies that will produce content for you for about a hundred to $200 per thousand words, depending on what the topic is and the level of expertise required. Um, so you can have, you can buy the content to you, establish the answers, you provide the notes, and then have the writer produce the piece posted on your website, share it on social media, and then move on to the next piece. What’s the second question that people ask you?
Kay Walker (18:32):
Um, is usually, you know, how do I structure my book in a, where do I even start?
Andy Walker (18:38):
My goodness, that’s a course unto itself. Great. So the top 10 ways you can structure your book. Where do you start? Where do you start? Who knows? Right? Most people don’t know. What do I start in paragraph one Oh nine and with paragraph 4,000 yeah, right? But, and again, you don’t have to give away the whole thing, but you have to start the education process and have people go, Oh, this person is smart. Now the smart marketers, what they do is they produce this content and at the bottom or somewhere in the article, they have some engagement process to have a click here to sign up, follow me on this, do that, whatever it is, click here and buy my PDF book will either lead magnet or they actually call them to action. It’s a call to action, right? So follow me, engage with me, download this, give me your email address.
Andy Walker (19:30):
Go buy my thing. Whatever my thing is, you know, I have a customer who sells pneumatic parts and at the bottom of every article explains what a pneumatic fitting is. It says he would go to my store and buying new medic fittings. If you know, if listen, if you know what a pneumatic fitting is and you’re reading an article about pneumatic fittings and there’s a link that says combine pneumatic fittings, you’re going to probably click on the pneumatic fittings, right? It doesn’t require an enormous amount of effort there. You’re not selling pneumatic fittings to somebody who doesn’t know what that is. Right. So again, you’re, you’re funneling people in giving them something of value, establishing you know, what you’re talking about and then driving them to some action of some sort. So in your case, what would you do at the bottom of an article?
Kay Walker (20:10):
I might drive them to a short video segment.
Andy Walker (20:13)
Yeah. Which could be even just a little portion, this little sneak peek of the greater course you could, right? You could drive them through the YouTube channel or yeah. Ask them for their email address and offer to send them a top 10 mistakes people make when they decide to self publish their own book or yeah, of course. Right. So again, so you’re establishing S and then you’re asking them for an action. When they take an action, you’re attempting to capture them. Either have them take an action that results in a sale so you know who they are or giving them something for free or creating an to to talk with them a second time or a third time. There’s this edict in marketing that says nobody will buy anything from anybody until they’ve had seven touches in through a marketing process. So when I say seven touches, I mean they see a logo, they read an article, they read an ad, they see a video, they, you know, all these ways where we engage.
Andy Walker (21:09):
Think about the first time you ever thought about the car manufacturer Tesla, who tests what Tesla. I thought that was a guy who died years ago. He was intellect Tricity. Well it is, but now it’s a company run by this guy called Elon Musk who invented PayPal. Well, that’s cool. Now, have you bought and you, did you go out and buy a Tesla car yet? No. No, you didn’t. You’ve heard about the third time, but wait a second. Now you read an article about him and he’s in creating the world’s most affordable luxury electric cars. Fourth touch the wheels of his truck, the cyber truck. What the heck is Ilan doing now? Well, whatever, right? Fifth touch. Now he lawns in the news because of something silly he’s done or some extent post he’s made six touch, right? So now you’re on your way to understanding what Tesla is and you have a nice car outside.
Andy Walker (22:03):
You don’t need a new car, but in three years time, I need new car. Wow. The S types out, Oh, it’s only $60,000 I know what this guy is. Elan’s cool. Wow. He’s doing amazing things for this company. Hey, did he hear about the Boeing company where he’s drilling holes underneath LA? Oh, cool. Wow. I’m going to buy it. I’m going to go check out the Tesla dealership. Maybe I’ll buy an S type. Right? It’s a long journey. It’s a very long journey. But in all the engagement with all customers he’s developed, he developed it off the authority as the guy to go to for next generation luxury electric vehicles that you never may have considered buying. But several years later, you’re now thinking about it. Cause you’ve had all these marketing touches, content touches, social media touches. You’ve seen an ad, you’ve seen a documentary, you’ve seen whatever. And I’m not saying that you need to have a documentary made about you to sell whatever it is you sell.
Kay Walker (23:00):
No, but what I am hearing in this conversation that we’re having today is, um, you know, that is a process, right? You’re putting out content here and there, different things you’re testing, uh, different ideas. You’re being smart and strategic about it. But I think it’s important that everybody know that it is a process. And maybe it does take seven touches for you to sell your service or your product with somebody.
Andy Walker (23:26):
Yeah, absolutely. You know, and people could, but I want to sell tomorrow. Okay, well you may write one ad, may do it probably won’t. How many times have you seen a Google? Oh yeah. You said, Oh, that’s interesting, and then not clicked on it, right? It’s a process and in fact, it’s something you should bake into your DNA, into your, into business, into your entrepreneurial DNA. Always be marketing. It should be something that you’re doing every day as you build your business, right? And whether you are thinking about starting the business or whether you’re into business now, how have you established? Ask yourself these questions. How have you established yourself as an expert out there in the world, right? Have you done it in media? Have you done it on your blog? Have you done in social media to the search engine results that around your topics of expertise?
Andy Walker (24:10):
Are they showing some of your websites or some of your content? Right? Have you made any videos on YouTube? You don’t have to do any or all of the Wells. You have to do some of those things. You don’t have to do all of these things. Do you have any ads in magazines? Have you been interviewed by a podcast or by a blog by somebody else? Right? Get out there, establish self as an authority and show that you know what you’re talking about and eventually people will buy from you. But the process is going to start today if you’re not doing it already,
Kay Walker (24:42):
great advice and a great time for it too because now so many people have the time to really be in that maker mode of creating great content.
Andy Walker (24:52):
All right, well with that, don’t forget to share our show with that person that you think might need to know this information. Who wants to start a business? Is thinking about starting a business, started a business and a struggling who hasn’t really healthy business but could do with a couple extra tips. Who doesn’t know anything about content marketing today? If you want to learn more about the show, you can go to candy life, podcast.com if you want to reach us both at Kandy@kandylifepodcast.com. Or my personal email, email@example.com, and firstname.lastname@example.org
Kay Walker (25:27):
Andy Walker (25:30):
Don’t forget to share you with your friends and family, the people that you think will benefit from the show. And until next time, I’m Andy…
Kay Walker (25:39):
…and I’m Kay.
Andy Walker (25:40):
And, this is the Kandy life.