Lesson-14: Content Marketing: Hidden tactics and strategies | Ankur Aggarwal

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Lesson-14: Content Marketing: Hidden tactics and strategies | Ankur Aggarwal

Hey guys, welcome to another lesson in this digital marketing mastery course Now I will tell you something Traditional marketing is dying It has become less and less effective to run traditional marketing And the solution is content marketing, and in today’s video We’ll be talking about content marketing, so let’s get started Hey guys, welcome back to the digital marketing mastery course And today’s topic is content marketing Especially for the last few years, content marketing has specifically gained a lot of popularity But I’ve seen that majority of the people don’t really understand what content marketing is, or they just think that content marketing is a different kind of advertisement But content marketing is quite different from the traditional form of marketing Like you have already seen the videos on Facebook Ads and Google Ads In the paid media channel you are directly showing your advertisement towards target customers and then you are driving those people to your landing pages or to your website selling them something But when it comes to content marketing the process is slightly different Instead of directly driving the customers to your product, you first provide value and rather a lot of value to the customer So just like any other video on this free course, we will be showing you content marketing through various examples and case studies so you can understand it better So let’s start with the basic, what is content marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to 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 need to be relevant to the audience For example, let’s say if you are selling guitar But if you are showing your advertisement or if you’re showing your content to an audience who is more interested in cat food like Yoga, then definitely no one will buy your product So your content needs to be relevant, it needs to be valuable- to what sense? So the quality of the content must be really high And it needs to be consistent The attention span of people have been decreasing year by year Because of so many distractions, with mobile phones, and tablets and laptops and continuous notifications, it’s very hard to keep the attention of a customer, or rather a prospective customer So you have to produce high quality content that is relevant, and that too on a consistent basis so that your customers can create a bond with your content Or rather a bond with your business or you if you are an independent influencer Let’s take the example of YouTube YouTube is also a place where people are producing content So YouTube is also a channel of content marketing So let’s say your favorite YouTuber stops posting videos So you might wait for the videos for a month or a two but after a couple of months you’ll just loose the interest and you’ll move to the next best thing, right? Similarly this is where the consistency is extremely important So this is why you need to provide high quality relevant 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 second is the distribution of that content Let me take my own example to explain content marketing to you My goal is to provide digital marketing to various services So this is why I’ve created this free digital marketing course Our of hundreds and thousands of people who are taking this free course, few of them will contact me and hire me for their business for their marketing needs So this where I’ll be making money So by providing this free course, I will be getting few specific leads, who might require more personalized services and hence, they would then be hiring me for the paid plans So this is where content marketing is coming in to place By providing this free content, by providing this free video courses, by also providing my free comprehensive YouTube videos, by creating a community on our Facebook group, by providing posts and images and videos and lives sessions on Instagram, all these are contents that I’m giving to my audience for free, so that I can get those consulting leads So just like for me, where my end goal is to get the consulting leads, similarly for different businesses, content marketing may have different goals Let’s take the case of Travel Triangle here So it’s a website where you can buy travel packages So their ultimate goal is to rank all their articles on Google, their ultimate goal was to drive traffic to their website and convert those 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 our target consumers are, and then optimize a strategy Like in the case of Travel Triangle, they know that majority of their customers will be coming from Google search engine Like look at their articles: “tourist places in Delhi”, “best places to visit in Kerala”, “places to visit in India”… so anyone who is thinking of going to a particular place, majority of people has the tendency to first research about the place So what will they search for? Either they search for the best places to visit in the XYZ place- wherever they are going Or they might be looking for the various tourist places, so these are the keywords they are targeting Like look at this particular article, like it’s driving 20,000 organic traffic So places to visit in Delhi, tourist places in Delhi… so anyone searching for these

keywords are prospective customers for Travel Triangle That is why they have an article written for this Similarly they have written all the articles for all the search queries, which might have a purchase intent in terms of tourist space So that is why they have been able to drive 1.6 million of organic traffic And that is just an estimate- the actual traffic might be higher Like let’s see the traffic here on SimilarWeb That’s a 3.1 million of oral traffic, see majority of the traffic is coming from search engine optimization So for them, content marketing is primarily focused 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’t have my articles ranking on Google So for me, my goal is providing free content by driving people from various paid channels like Facebook, LinkedIn, Quora, etc. and then getting them into my own funnel of providing free value first and out of the thousands of 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 influential than compared to a very mediocre content And also with the competition so fierce, everyone is moving to the online marketing channel, so you’ll see that you are not the only one who is trying to grab the attention of your prospective customer You also have many different businesses and many different people competing for the same people and for the same attention So in order to stand out you need to give a 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 coming years, video is something that you need to focus on That is the reason for the exponential rise of YouTube, and even Instagram is coming with live stories- so video is something that you need to focus on The whole idea of content marketing lies in this very important human psychology of reciprocity That if you give something for free, that if you give a lot of value, then the people have this tendency, or they feel the need to give back So when you provide all this value, like in my 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 this new people so they- in a way I’m creating a bond with these audience So when you give so much value for free, people start trusting you So now you’ll be thinking like, so now you must be thinking, “what kind of content marketing strategy that you can put in your business” so now you might be thinking like “what kind of content can you create for your content marketing efforts”, right? So here I’ve listed some kind of content that you can create and promote for your content marketing efforts So the most popular type of content that you must have seen in all the other websites is the listical articles Like top 10 tips to weigh- like top 10 tips to lose weight, like top 7 ways to make money online #number 3 will shock you… so this is more like a click-baiting headline The second type is interviews, you can find experts on the industry, and take their interview and then you can promote the interview You can create case studies- case studies is something that has a massive potential of going viral Especially I’ll take the example of online marketing niche Let’s say I have a website, and I was able to 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, like how I grew my website from 0 to 1 million+ visitors in 14 months And then I can include everything, all the struggles that I had, all the expenses that I had, all the learnings that I made in this 14 month period So this is something that everyone would want to 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 blew up in 2017 and ’18 Although their effects is somewhat decreasing by the year, but at least in 2019, and at least in 2020, infographic is definitely something you can focus on And not just the basic infographic You can even go one step ahead and make any type of info graphic So these have the potential of going viral and also generating a lot of backlinks to your website Like in this case, this particular example here, how car engine works The article that actually from which this inforgraphic was created, just because of this animated inforgraphics, they were able to drive 1,000+ referring domains just for that particular article That’s a huge amount of backlinks So this article alone, must have increased their organic traffic, by at least 10 to 20 folds So you can think of creating an animated graphics for your content marketing strategies as well Similarly you can create “how to” types of 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 drive viralty into your content

You can create checklists/worksheets for your audience, any kind of checklist that can help your audience or make their job easier Like in my case, I really believe in SEO or search engine optimization, and that is why I created an SEO audit checklist And I am giving it away for free in my YouTube videos Because I know that SEO is something that is kind of complex, and SEO audit in particular is a more complicated field So by giving a checklist to my audience, it makes their job so much easier Similarly you can create a review or a comparison Let’s say you are a SAS business and you have multiple competitors then you can write an article why your software is better than your 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 SEO efforts So you’ll see that people are searching for ahrefs versus SEMrush or SEMrush versus ahrefs So by targeting this keyword query, these are the people who are in the last stage of buying So they have already made up their mind that they will be buying the ahrefs or SEMrush So their just checking which one has the better option So by targeting or writing an article, or rather a very comprehensive article, stating why your software is better than your competitor’s Stories are really something that can really help create a strong bond with your audience, if your story and also your copywriting is good Ultimate guides who are really popular in 2017 and ’18, especially Neil Patel was writing a lot of ultimate guides Ultimate guides is nothing but writing a very detailed, comprehensive, step-by-step, easy to understand article on one of the most popular topic on your blog Just by searching the keyword “ultimate guide” you’ll see that there’s so many ultimate guide on the internet So- there’s Neil Patel “creating an ultimate guide and using them to build your marketing list” See even the second article is “please no more ‘ultimate guides’…” because in 2017 ultimate guides was the trend Everyone was writing 5,000 words, 10,000 words or 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 quality of the article here, the way they have written the article, the navigation here, so the TOC is in the form of these bullet points, so you can easily navigate to any part of the article They have images, they have this beautiful graph, the formatting is really nice, the color scheme is really nice So to write this content, I’m sure they almost 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 smart strategy So look at the quality of this article, how detailed it is How beautiful it is This is why content marketing is something that is extremely difficult to do as an individual, you need a team behind it because it requires a lot of effort And writing an article is not easy, especially when you’re writing an ultimate guide like this Which requires at least 10,000 words and that is just the textual part You also have to review it, you also have to make graphics related to that, you need to make it look nice and you also have to promote it as well As I told you earlier as well, content market is two parts First is creating the content and then is the promotion the content Both takes 50% of the effort So next are the videos and the podcasts Video is something that I’ve mentioned that is growing like crazy Even for me, I could have created a text-based free digital marketing course But I created a video-based digital marketing course 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 funnel and all But I know that a video is something that we 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 YouTube videos as well, I focus a lot on the quality So the transitions, the camera, the lens that I use, the sound equipment I use, the script that I use, the video editing, and also the promotion of the YouTube videos Because I know that YouTube is something that will drive a lot of revenue for my business as well Now podcast is not something that is popular in 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 podcasts either when they are driving, or when they’re in the gym, or when they are doing their house chores, 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 the end of 2020, podcast is something that will definitely grow So that is something that you really can catch on this trend And start it early, because all the people who are very early in the growing term, tend to benefit the most Last is book, writing a book is something that is still relevant It might not be as effective, but it still gives you authority Whenever you have a book written and it’s a 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 people look at a form, “look at this person, might be in authority of this niche, that’s why they have written the book.” You can also do something like this as well Even my plan at the end of this year 2019 is to write, publish and make one of my books a best-seller So you’ll see my journey here on the same Facebook group and on my YouTube channel

So if you’re not subscribed or if you’re not part of the Facebook group, do join them So content marketing is more like a three-stage process So first is planning, you have to plan you have to select what kind of content to write, research about it, resources and all Secondly, is to publish the content, and third is the marketing and promotion of the content So the first step is definitely making an editorial content- so the first step is definitely making an editorial calendar As I said content marketing is something that you cannot do along, or if you’re doing it along it will take much more time So far a- either you can create an editorial calendar in your Google calendar or if you want for more simplicity then you can go for Trello or Asana Asana is the more advanced project management tool But if you want something free, then you want to go for Trello Even Asana gives free trial I think up to 3 or 4 members, I’m not sure But Trello is definitely free Even I use Trello for my team management and assigning tasks to my freelancers and all So you can do this It’s an amazing software that you really must try And second is to plan what kind of content you plan to write Like the given example of Travel Triangle They were not the first in the industry to come up with travel booking There’s so many competitors like MakeMyTrip and 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 saw an opportunity And the opportunity was that majority of the traffic even for these different companies like MakeMyTrip or Yatra, who are coming from search engine optimization So they checked, they looked and they knew that 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 search engine optimization, so they hired a lot of content writers, and article editors for proofreading and checking the quality of the content They wrote a lot of articles and build a lot of backlinks And hence, they are today driving a lot of traffic You just saw 3.1 million of traffic And majority of that coming from search engine optimization, and now they are making good money And the best part about search engine traffic is that it is free, so the customer acquisition cost is 0 All the revenue they make, apart from the cost like the operational cost, everything is profit Because their marketing cost is zero So the way they made themselves different was by writing content that was much more higher in quality compared to their competitors Their content is very well formatted, look at their content They have proper bullet points, they have proper formatting, they have beautiful images and look at how they have bolded some of the words Italics, bolds… and they’ve also mentioned entry fee, opening hours So all the information that a person might be looking for And in between the contents, they are promoting their travel packages They also have this right popup where you can enter the- I think someone from the department will call us and set the travel booking See how beautiful the content is, how simple and how elegant the content is And also they have keyword optimize, they have 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 of good on page SEO And since their content quality is really high, so they may have made a lot of backlinks for this article as well So this was how Travel Triangle was doing it So this is what you can do for your business as well So this is what you need to do for your content marketing as well, first you need to finalize what kind of content or where your customer is So if your customer is more coming from the search engines, you need to focus on SEO so this is where good quality content, very comprehensive content will come But if you are- if you think that most of your customer is more on the Facebook or the social side, then you can create more viral kind of contents Not every informational, but rather trends Listical articles will really work on social media So this is where I cannot give you a direct checklist, rather you’ll have to search your competitors, you’ll see- you’ll have to know what kind of content they are writing For this you can use various software like Ahrefs, Moz and Buzzsumo Buzzsumo is my favorite in social media and all for the sharing capability To see which of your contents were shared the most Ahrefs for SEO, and Moz also for SEO For creating the content either you can write it 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 they are all experienced content writers they know what I am looking for, they’ve already worked with me So they give almost a, like a 90% final work Then I have a content editor who looks at the work, gives them feedback, if there’s a correction needed to be done, and we get the final content Then I also have one person is responsible for creating the images, adding the images and publishing the final article… and before publishing, 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 SEO tactics And then finally the content is published, and then our marketing team takes the content

URL and promotes it as much as possible, on Facebook social media, paid ads, YouTube So all the relevant channels where the content audience 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 marketing effort, how many customers did you actually convert into paying customers, did your content marketing 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 quality is inferior, no one will stick to your content and they’ll just move on to the different competitor So make sure your content has a lot of images, videos- videos are something that you can embed in the content because you’re getting a 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 how you make your content look good and also keep the audience engaged And another very important point is that you have to make sure that your content is mobile optimized because people tend to forget about this That around 70% – 80% of your audience are using mobile to access your content So if your article does not look good on the mobile, then definitely your content won’t be “sticky” and people will just click on 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 your SEO effort But as I’ve mentioned in my YouTube videos as well that SEO is not about writing big content, but also about writing quality content So not just the length of the content, but as well as the quality of the content must be very high Another important area specially for the content marketers, 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 tips of losing weight, number 3 will blow your mind So make sure the number 3 tip is something that is really out of the norm, it must be backed by research, it is something that people don’t usually think about but it generates some kind of positive emotion from the people Otherwise people will just associate your brand with clickbaiting headlines See, writing a headline is an art It is not something that you can learn within a few hours, so you’ll have to practice it a lot Especially, in my case in my content marketing strategy 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 actively testing the headline to see which one is giving the most engagement And then we’ll stick to the final headline which gave us the best enagegement And for creating beautiful images- and also you 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.com headline analyzer You can paste your headline and this will give you a score based on the kind of headline you have So you can use this as well And for creating beautiful graphics for your website, or even for your social media, you don’t need to learn Photoshop Like even for me all my designs, be it Facebook Ads, be it my Instagram post, or even my blog post images… everything is created in this free tool called Canva.com I am not paying anything for this It is very easy to use, simple to use, it’s free of course And also it has sharing capabilities so you can create a team, just like Google sheets where multiple people can work on the same design 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 using it And the best part is, the website is free! Who doesn’t like free, right? So all my Facebook graphics, my website articles and- everything is created here on Canva.com You can use this as well Like I mentioned, outsourcing- most of the job comes with the experience Like I’ve been in the digital marketing field 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 kind of work that I need on a day-to-day basis But if you’re just starting out, then you can go to iWriter or Textbroker for your content requirement There’s some good writers But then again you need a content editor as well Or you can do it yourself, to check the quality of the content But my best tip for you will be that, if you’re doing 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 can get the minimum time So make sure you use the tools, outsource the work as much as possible, and not just create and publish, you also have to market the content And also track and analyze the results Now pre-promotion is something that you can implement in your rural content marketing strategy Bu then again, this will add to the workload But it will definitely give positive results if you’re doing it So what is pre-promotion? So pre-promotion is all about finding promotion partner So let’s say you’re writing an article about top 10 best places to visit in Thailand

Okay, so- then what you can do is write a very- 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 is make a list of all the travel influencers who have covered Thailand And they already have a good following, let’s say 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 sheet of all these influencers along with their contact details The primary contact detail that I focus on is the email ID So what I’ll do is, I’ll mention this people or maybe I’ll use some of their images and credit them in the article, or maybe I’ll use some of their quotes or just mention them in any other way in my article and then, before publishing the article… I’ll just email them that, yeah I’m trying or maybe thinking of publishing this great piece and I’ve also mentioned you in my article, 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 happy to give you feedback And if they even like the article, they might even share the article when you publish it So all of these will be possible when you do 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 influencer is sharing your content So this is something that you can incorporate And for the email outreach, you can use any software like Ninjaoutreach I personally use, Ninjaoutreach… you can check 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 tools I use, like Ahrefs for SEO… and NinjaOutreach is what I use for pre-promotion and all my email outreach Not just for pre-promotion, but also for my SEO outreach, for guest post and link building, I use NinjaOutreach And G Suite is what I use for my professional email address and also for my Google sheets Buffer is another tool that you can use after promotion of your content Now you already know and I’ve already covered most 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 directly to your website or maybe the type-in traffic Like when someone enters the name ankuraggarwal.in in the browser then that will become a direct traffic to my website Paid traffic is any traffic that is coming from media like Facebook Ads, LinkedIn Ads, Google Ads, etc Email marketing traffic, one of my favorite channel is coming from an email list I use drip for my email broadcast Social media traffic, traffic coming from social media, be it Facebook group, be it Facebook page, Twitter, etc. and referral traffic is traffic coming from any other source like a guest post on an inter-website or a link on any other article, or maybe on Reddit, etc Now promotion and outreach is extremely, extremely important Now you have created- spent weeks on creating this beautiful content but if you don’t promote or if you don’t outreach all your efforts will go in vain Just as mentioned earlier, it’s a 50-50 split, the more time you spend creating the content, even more time in promoting or outreaching that content So make sure you share the contents multiple times, then again you can use a tool like Buffer.com, as I mentioned in my blogging tools list, or you can schedule- schedule your contents multiple times on your various social 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 for the share, if they like the content And if you already have a Facebook page then you can share the article in the Facebook page, and also spend some money in boosting the page, because the Facebook organic reach is slowly dying out Facebook is not showing your content to even the people who like your page, so you need to boost the content on your page in order to reach all the people who like your content Or you can even run paid ads, on all relevant audience Let’s say you’re writing an article about Thailand, so maybe you can target people who are interested in traveling or people who have just been to Thailand So you can target people who are interested in traveling and see the response there So it’s all about a- spending more time in promotion and outreach, especially when the article is published, in order to get it viral And not just the paid ads and the social media boost, but you make sure that your article is on page as you optimize as well Because if your article does go viral, or if you are able to build high-quality backlinks for your article then it will also give you a boost in the Google search engine ranking So make sure you first select the keyword as well So for selecting the keywords, you can already use Ahrefs I’ve already covered everything in detail in 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… you can see that the first article is Travel Triangle’s article Just open the article, copy the URL, go to Ahrefs, enter the URL here, and press enter

This is the list of all the keywords that the article is ranking for, so make sure if you are writing an article on tourist places in Delhi, you also optimize your article for all these keywords So check our on page SEO video again, if you want to learn more about this So by optimizing your article for SEO as well you also increases its chances for long-term traffic So if your article- if you’ve spent so much time on creating this valuable content, and if it also ranks on Google, so instead of sudden burst of traffic you’ll also be getting long-term traffic because your article will rank on number 2, number 3 or even number 1 position for your target keyword depending on the competition Now email is something that- specifically in India, is ignored a lot But honestly, email is something that have been 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 list for your website, then you are losing on a big chunk of revenue Now email is not something that is very popular in India, but honestly, email is driving me the maximum revenue When we are talking about the promotion aspect of content marketing, email will play a very important role So if you already have an email list, you can directly all your people and ask them to check out your article And these people are highly likely to check out your article because they are already engaged with your brand They have already given you their email ID so they have already given you the permission to email them So they are more likely to click on the link and 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 for my 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 try the software for free And for my email outreach, I use this amazing software called NinjaOutreach It makes the email outreach so simple and this is an amazing software, not just for email outreach, but also for building high-quality backlinks Now repurposing content is another smart strategy that you should incorporate in your content marketing effort So let’s say you’re spending a lot of time creating this epic guide, this beautiful content, then why not take the maximum potential from this article, right? Let’s take the example of this particular article, 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 spent a lot of money in promoting this article So how can you extract the maximum benefit out of this article? So what he can do is, he can take the best part 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 add it to the Instagram live, or Instagram story So this way, using the same content on various other mediums This is what repurposing is… You can repurpose your content in multiple ways You can use it as guest post, you can create videos, you can create PowerPoint presentations So by using the same content on various different platforms, you are targeting various different audience Not everyone likes to read text, some people might be more interested in videos So you can create a video, and target that audience So what type of traffic to focus on? So there are two different areas, organic traffic versus the paid traffic Both have pros and cons So like when you are focusing on organic traffic the results are very late, so you cannot expect instant rankings, you cannot expect your article to rank into the number one position within a few days It takes a lot of time, it takes a lot of effort, and also it takes a lot of knowledge it rank your article But then again the traffic that will be coming to your website after you ranked, they’ll be free of cost and that would be targeted traffic 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 relevant prospect to your customers to your articles or to your content marketing efforts With paid ads you also have to spend a lot of money to drive those people to your content, but the result are more instantaneous Another drawback of organic traffic is that even if your article is ranking, but let’s say for Google algorithmic update comes, all your 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 your budget devoted to SEO, that is the search engine optimization So that you are consistently focusing on the long-term view, at the same time, keeping 30% of your budget on the digital marketing At the same time, keeping the 30% of your budget at the paid ads channel, like the Facebook, Google Ads, or the LinkedIn Ads, wherever your customer is, so you can also get instant arrow way of the product So here are few different tactics that you can use to drive highly-targeted traffic You can use guest-posting, you can share it on various Facebook groups If you already have a Facebook group, you can drive customers through that But even if you don’t have a group, you can be part of the various communities or the various different groups who are in your industry, 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 checking your 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 can definitely do I’ve already covered retargeting in the Facebook Ads section, because these people are already interested or they already have seen your content, or any kind of content, in any way or form, so they are more likely to chance your article again And this is the final step, this is another very important step Let’s say you have spent all the money all the time in creating this beautiful content, and even market it But if you’re not checking the stats, if you’re not checking your numbers, if you’re not making a positive income out of it, then all marketing efforts are going to be vain, right? So you have to check your numbers, you need to know what your numbers are Like I’ll give you my example… Let’s say if I’m driving people to my income report here, for January 2019 You’ll see a call to action here like, “join my free digital marketing course” Similar call to action are all throughout this article Asking people to join my free digital marketing course, like here And even at the bottom of this article, “join my free digital marketing course” So let’s say a hundred people come unto this article Then I can check in my Google Analytics, how many 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’t be able to judge what the results are of my content marketing campaign So whatever your business goal is, even if you are an ecommerce company Your ultimate goal is to make multiple sales of your product So let’s say if you’re selling leather jacket And you write a comprehensive guide on how to select the perfect leather jacket, then what you can do is, by giving a lot of value to 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 who are coming unto the article, how many of them are actually going and buying your leather jacket, so this is how- where content marketing comes into play You need to know your numbers, otherwise all your efforts will go into vain Now this is another common but very important question asked to me, like how long does it take for content marketing to work? Honestly, it depends on the channel you are using There is now specific concept, like in the case of Travel Triangle I mentioned earlier, the example that I gave you, they were focusing entirely 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 6 months or a couple of years Maybe 2 to 3 years, because SEO takes time And that also depends on the level of knowledge you have about search engine optimization, and the kind of backlinks you are making But if you are an ecommerce website or something or 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 channel depending on where you customer is In that case, you need instant result so you’ll be going for the paid ads But then again if you are selling an expensive item, if you are selling a high-end coaching or an expensive video course, then you need multiple touch-points You need your customer or a prospective customer to trust you in that case as well, content marketing will play a very important role, because you’ll be showing them testimonials, you’ll be showing them the value of your content and also giving them overall free value Only then will they be able to trust you and buy your expensive program So there’s no set answer for how long does it take but it depends on the channel you are using So this is where I’ll end this content marketing video, I hope you enjoyed it and I hope I was able to make it clear for all of you what content marketing is, and how you can incorporate content marketing in your efforts of digital marketing And as always I’ll mention and end this video, like by doing everything not just looking at the video and thinking “okay, I understood it, I’ll be able to do it” No, it does not work like that You have to incorporate, you have to practice everything on your blog I’ve been mentioning these things in almost all the videos, that practice, practice, practice- practice is the only thing that will make you a good digital marketer I don’t want anyone in my Facebook group or in our community to just be a beginner or a novice digital marketer I want all of you to be an digital marketing expert, and it will only take place if you practice everything that I teach you And also I am taking all the time in the world to take the Facebook live to answer all your questions, help you out in any possible way, so please guys, I would really love if you practice everything and really share your results in the Facebook group, it helps a lot I’ll see you in the next video Hey guys, I hope you like this lesson on this fairly new field of content marketing, tomorrow we have another important lesson for you called email marketing Guys, email marketing is one of the biggest revenue driver for me Like what is an email list? How to build an email list? Or rather how to even make money from your email list? I will be talking all about this in the next lesson