- Spectacular Content Creation Tips – Breaking Through Roadblocks to Content Optimization
- Spectacular Content Creation Tips – Six Easy Questions to Content Optimization
- Spectacular Content Creation Tips – Does Your Content Result in Sales?
- Spectacular Content Marketing Tips – Benefits of Content Optimization
- Optimizing Your Content – Benefits for You and Your Market
- Practical Presentation Marketing Tips – Hub and Spoke Marketing Presentation
Getting started in optimizing your business content is not without its roadblocks, many of them internal blocks. Breaking through these blocks will require an honest self-evaluation of where you are right now in regards to your content.
Are you stuck in a context comfort zone?
You’re a programmer at heart, and all you know is websites. Or live teaching is a snap for you, but you freeze at the thought of putting words on paper. It’s inevitable that we would want to stick with the context that we know inside-out, but content optimization won’t happen if you don’t diversify your contexts. Albert Einstein once said doing the same thing, while expecting different results, is a definition of insanity. It’s just not going to happen.
Consider your market. If all you do is books, those who don’t like to read as their primary learning modality in your market are shut out from benefiting from the information you have to offer. If you only blog, those who aren’t primarily kinesthetic in their learning style will never get your message. For their sake (and your own), try new and different context formats.
To un-stick yourself from your comfort zone, remember that each new reworking of your content into a new context is likely to bring new insights and improvements you might not have considered before. Your content will be stronger than ever, and gain a wider market, which will bring more profit your way. It’s well worth the struggle to move beyond your comfort zone. Never invent – always improve.
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It’s easy enough to understand the need for content optimization, but how to do it? There are so many choices of context that it’s very easy to become overwhelmed, and either end up doing too much and spreading yourself thin, or never getting started in the first place.
There are some organization questions you can ask yourself when getting started in the process of content optimization. These questions can focus your efforts and help you make the most of your time and investment in content optimization.
Here are what we call the six easy questions to content optimization:
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You’ve got your content presented, ready for people to benefit from it, and you’re marketing diligently. So… how do you know your content is being effective? That is the golden question, and one that’s very difficult to answer, simply because information marketing hits so many different places. Unless you ask your customers directly (which isn’t always practical), it’s hard to know how many times they were exposed to your content and from what directions. Your customers may not even know themselves.
So how can you tell if any one kind of content you’re presenting is as effective as it could be?
The following tips may help:
Make a simple marketing chart
Your information content is meant to steer the market to buy what you’re providing. If you’ve communicated effectively, then purchases will happen. A simple chart with three columns can give you the general idea of whether or not you’re going in the right direction.
Create a three-columned chart. In the first column, list the month and year of your business activities. In the second column, list any and all marketing activities you did. In the third column, list your sales figures.
It’s best to begin with specific content in place, and track results for at least six months before you draw any conclusions and make any changes. This is business research. If you were working on a science experiment, you know that changing the control part of the experiment will keep you from understanding the results. Too many changes will muddy your marketing results. If the sales figures increase or decrease as a result of changes, you won’t know why they happened if too many factors changed too quickly.
While seasonal changes and other economic factors are too complicated to achieve really specific results, this process can help you to get a ballpark idea of the impact of your content in the marketplace.
Feedback from customers
Other factors to consider are your bounce rate (“bounce” meaning how many people click on your site and then immediately click away, instead of interacting with your content). A high bounce rate could indicate that either the content of your site needs improving, or the layout needs to be manipulated to optimize the impact of your existing content. A low bounce rate could mean a higher customer interaction with your content, and could potentially lead to greater sales figures.
The great thing about doing business online is that feedback can be set up to be immediate. If your customers don’t like something, the anonymity that the computer provides will provide you with lots and lots of recent, raw feedback.
If you want to know where content can be improved, looking for patterns in the feedback your content receives can be very eye-opening and, if acted upon, can lead to greater customer satisfaction, which leads to greater sales. It can also create new, specific ideas that can lead to the creation of great new content, which is what your market is hungry for.
Ultimately, remember that the main feedback you’re looking for is the monetary kind. Who’s buying? When? Why? Would they buy again? How could you entice them to buy again?
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Content is what your information, your message, is all about. However, there is content that really engages people, gets them telling others about what they’ve learned and how they’ve successfully implemented the ideas… and the content that gets forgotten as soon as the last word has been listened to or read.
It goes without saying that if someone gets a lot out of your information they will be inclined to purchase more from you. We call converting your content into a format that will reach more of your market, “Content Optimization”.
Benefits of Content Optimization
If you started optimizing your content right now, what would the results of that be?
- Massive Reach – By converting your content into multiple formats, you will be able to relate to a wider variety of people than by a single context.
- System Creation – By going over the same content multiple times, you will begin to develop templates and methods. You will polish and perfect the communication of certain points of the content each time you revisit it. As you observe some techniques working better than others, you will be able to hone your skills for the most effective delivery of your information.
- Know Your Market Better – By repeatedly going over the same information, you will begin to know your market better. On the flip side of that, they will also begin to know you better. The more familiar you are to them, the better your chance of obtaining their trust and loyalty.
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Content is what your information, your message, is all about. However, there is content that really engages people, gets them telling others about what they’ve learned and how they’ve successfully implemented the ideas… and the content that gets forgotten as soon as the last word has been listened to or read. It goes without saying that if someone gets a lot out of your information they will be inclined to purchase more from you. We call converting your content into different formats or contexts “Content Optimization”. How does that help your business?
- Massive Reach – By converting your content into multiple formats, you will be able to relate to a wider variety of people than by a single context.
- System Creation – By going over the same content multiple times, you will begin to develop templates and methods. You will polish and perfect the communication of certain points of the content each time you revisit it. As you observe some techniques working better than others, you will be able to hone your skills for the most effective delivery of your information.
- Know Your Market Better – By repeatedly going over the same information, you will begin to know your market better. On the flip side of that, they will also begin to know you better. The more familiar you are to them, the better your chance of obtaining their trust and loyalty.
By presenting your content in multiple formats or contexts, you will gain a much larger market reach and your customers and clients will better understand your message and be able to put it to use.
About the Authors
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How does your message get to your market? What’s the center of your marketing model? Many people will say it’s their book, workshop or podcast series. Not so. There is an extremely effective marketing model that demonstrates what is really important in your business. It’s amazingly simple, yet so amazingly effective. Here’s the scoop…
Hub and Spoke Model
There is an interesting analogy for a very effective marketing model. It is known as the hub and spoke model.
Hub = You and Your Message
In hub and spoke marketing the center of it all, the hub, is you and your message. After all, that is what you have to offer the world.
Spokes = Are the Media between You and Your Market
The spokes of the wheel, the connectors between you and your market is the media. The media consists of all the many ways you can get your message out there. There are books, e-books, teleseminars, Spectacular Presentations, e-courses, podcasts, and the list goes on and on.
Wheel = Is Your Market
The wheel is your market. All those different mediums are designed to bridge you and your message with the wheel… your market. The idea is to use many different ways to get your message to your market. That way, if one or two of them cease to be effective, you have many more to fall back on.
Just think though… you could have a message, many different mediums, and still have a flat tire (market). You have to know what your market wants. If they don't want what you are offering, it won't matter how you get it to them, and they will be an uninterested or flat market.
An interesting model? Definitely.
There is also an interesting way to really learn how this works.
Check It Out For Yourself
To see the hub and spoke marketing video go to www.hubandspokevideo.com. It will allow you to see and hear how this marketing model works.
Remember, every business is an information marketing business. If you have a product you can create an information product out of it, a book, a CD, an online presentation, etc.
Understand how effective marketing works… study this model and you'll be way out ahead of your competition.
About the Authors
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