The Craziest Content Marketing Approach Ever
If you’re in a position where your business is pretty successful and you’re able to take it to successive tier, you have to scale up your marketing. Yet, how? The most effective way to level up your business is to set yourself apart by doing one thing your competitors aren’t doing.
My content marketing advice is to stop making content, and instead produce a product and leverage it as content marketing. It’s known as product-led growth, a marketing approach you almost haven’t even thought of. And, yeah, it’s awesome!
What Is Product-Led Growth ( PLG )?
Product-led growth ( PLG ), a term coined by OpenView Venture Partners, is outlined as:
“A go-to-market approach that depends on product options and usage because of the primary drivers of client acquisition, retention, and growth.”
In easy terms, that means you produce an amazing product, get people using it and recommending it to others, and so use it as a marketing tool to form more cash.
The gold standard for Product-led growth ( PLG ) is slack. Slack makes work easier, but, so as for it to figure at most effectiveness, everybody on your team must be using it. Thus right off the bat, there isn’t only one person signing up for Slack – it’s a full cluster of individuals. That’s rapid growth. This flow has allowed Slack to reach huge growth in a very short period, similar to other companies who’ve used PLG in similar ways, like Dropbox and Expensify, have.
Is Product-Led Growth ( PLG ) Right for You?
If you’re confused regarding using Product-led growth ( PLG ) for your business or not, answer the following questions that will help you make the right decision:
1- Do You Have a Killer Idea?
If you have already got a product in mind and you recognize that it’ll generate wonderful growth for you, build it before somebody else will. If not, suppose the “success gap” – the space between your business goals and your clients’ desired results. Apart from your product or service, what is going to facilitate your users to realize success? That’s where your ideal product lies.
2- Do You Have the Resources?
Do you have a team that can create something? Do they need the time? If not, are you able to scrape along the budget to rent someone? Or, if you don’t want to try and do the work, crunch the numbers to check how much you can pay on obtaining a product.
3- Do You Really Want to make a Product?
Product-led growth ( PLG ) may be a fantastic marketing channel, yet, it’s only one of the many. You don’t have to do it. If you don’t love it, your product won’t achieve success, period. You’re at an advantage focusing your marketing efforts elsewhere.
Another Option: The Content Sprout Technique
If you would like to level up your content marketing while not a product or tool, I recommend using omnichannel method. Omnichannel method is multiple platforms (such as social media marketing ( SMM ), apps or blog content, email marketing, search engine marketing ( SEM ), etc) to give your audience a multi-channel experience.
The method of using multiple platforms to present your audience multi-channel expertise. It’s really essential currently for reaching prospective clients wherever they’re.
At Creative 4 All s.a.r.l., we focus on 3 marketing channels: social media marketing, email marketing and this blog. If we have to produce a piece of content – like a guide to marketing on Instagram – and we post it on the blog, those that scan our blog can see it. Those that follow Creative 4 All on Facebook or Twitter can see us promote it.
The Content Sprout technique permits you to repurpose your content across channels thus you:
A) Don’t lose out on possible leads
B) You get the most Return Of Investment ( ROI ) for that content. It consists of the following 3 steps.
- Step #1 – Seed : Seed content may be a piece of content that’s each meaty and popular. It is very valuable, and (preferably) it’s already obtaining traffic. Perhaps it’s a 5,000-word, well-researched and up-to-date blog post. Perhaps it’s a two-hour podcast interview. Maybe it’s a video of an hour-long presentation you gave at a conference. No matter it’s, it ought to lend itself to repurposing.
- Step #2 – Sprout : Once you’ve known your seed content, it’s time to sprout it. Repackage it into a format that works for every of your marketing channels. It may well be as straightforward as creating a quote from an original blog post into a picture for Instagram, or as advanced as creating a podcast episode around it. It all depends on time and resources.
- Step #3 – Pollinate : Once you have got your content in each necessary format, it’s time to push it out. That’s where methods like email and social media marketing are available. Once you have got inspiration for the techniques that create the foremost engagement for you, pay some ad dollars behind them to market your content to a wider audience.
In marketing, it’s much easier to satisfy people where they’re rather than attempting to induce them to return to you. The Content Sprout technique permits you to deliver the proper messages to the proper audience at the proper place and time – which offers you an enormous advantage.
One word of advice: specialize in one “seed” at a time and collect some data before you progress onto the next one. Over time, you’ll determine areas where you’ll do less and where you need to do a lot to maximize your return of investment ( ROI ).
If you are attempting to sprout 20 seeds quickly, you’re about to waste a lot of your time on content varieties that won’t essentially bring you any new leads. If that Instagram post that’s simply a quote of one thing you wrote in a blog post performs better than a YouTube video on an equivalent topic, then you’ve saved yourself a lot of your time on the next sprout.
No “Right Way” To Do Content Marketing
Whether you select to produce a tool or a product, or use the Content Sprout technique or simply build up your current content marketing approach all depends on a lot of things, including:
- Your business model
- Your business
- Your obtainable resources
- Your skills and data
And those are just a few. However, you establish the proper content marketing techniques for your business comes all the way down to asking yourself one question: What do I do well? Perhaps what you are doing well, and what you’ve built your business around, is search engine optimization ( SEO ). In this case, you’ll level up your content marketing in a very few totally different ways:
- Launch a free tool that assists people to boost their SEO.
- Build a premium product that permits people to check SEO methods, with a free trial.
- Take an extremely trafficked, comprehensive guide to SEO that you’ve printed and switched it into one or a lot of webinars, email courses, video series or podcasts.
Which one in all those is most successful? You won’t recognize till you are attempting.
Whichever road you’re taking, don’t use traditional content marketing. It doesn’t give an equivalent return of investment ( ROI ) it used to, yet, that doesn’t mean it’s not still a good channel for growing your business. It is. But, it pays off to own other, newer techniques within the mix as well.
Marketing changes and grows all the time, and therefore the most successful businesses know the way to change and grow with it. You should not try every new and glossy marketing trend that comes on. Rather, you have to examine each to check if it’s the potential to develop your business. If you don’t think it will move along. You’ll save time and cash that your competitors are wasting going after “The Next Huge Thing.”