I am up to episode 181 of this podcast. It should be a lot more though.
Yes, I am the first to admit that although I've been podcasting a very long time, in the last 12 – 18 months I've really put all my effort into business development, serving client contracts and growing the Moondog team rather than creating content. The content has consequently suffered.
This week's podcast is very much like one of the process assignments that I used to run when I taught at university. It's about showing how you're getting somewhere, showing your thinking, working through things.
This podcast is about work-in-progress rather than the finished article.
Again, it's very much about where we are at with content marketing for Moondog right now. We've learned so much since 2004 about creating and publishing content online and we've seen how it's helped clients successfully market their business. But it's time for myself and Moondog to take back some of that creative spirit and commit to marketing ourselves through content creation.
This is not a knee-jerk reaction. It's very much articulating what I've been thinking and what've been discussing internally.
It also reflects Juanjo's decision to revamp the front page of this website, removing some of what he calls “the punk branding” to put content more at the forefront. He wants content to be the thing that sells us as a marketing agency.
Is content the route to personalisation?
One of the big things that is coming to digital marketing is personalisation. The offers you see, the content you see, will be directed directly at you. Yes, you.
For small businesses this is going to be incredibly difficult until turnkey solutions show up to make it easier for us all. To that end, I see content one of the ways we as smaller businesses can (continue to) create personalised content.
Blogs, podcasts, videos, etc, that are strategically aligned to connect with your brand persona at a given point in the sales funnel are ultimately personalised in that they set out to address the unique needs of the prospect. The better your understanding of your prospect is, the better you can create tailormade content for them that addresses their needs or problems that they're looking to solve online – even if it is just to purchase a new kitchen!
So the bottom line for me is that we need to keep our efforts up when it comes to creating content.
Content is our way of best communicating with our customers. Blog posts that rank highly in Google bring people into the website for the first time, discovering us at the Awareness phase of the sales funnel.
Podcasts help potential customers at the Internest Phase of the buyer journey learn more about me and Moondog and the work we do, potentially driving them towards the Evaluation phase at which point they might contact us to evaluate whether we can solve their online marketing, design or copywriting needs.
So what about you?
Are you committed to creating content ? Are you ready to kickstart your marketing efforts? Where do you start? Where do you prioritise?
These are questions that, if you're not investing in content marketing, you need to be answering. Online marketing is very much about showing people what you can do, who you are and what your company is about. Glossy, swank, smart and hip copy and design works. But only up to a point.
Content is the petrol that will drive your lead generation. Don't forget about it.