Entrepreneurial Marketing: Insights from Neil Patel / Content Marketing

Entrepreneurial Marketing: Insights from Neil Patel / Content Marketing


Kauffman Founders School, Insights from Neil
Patel, Content Marketing, 10/13/14>>>I’m an internet entrepreneur. I’ve been
doing this for over ten years now. I’ve started a few software companies for marketers. We
help marketers do their job quite a bit easier. What makes me excited about marketing is that
there’s always competition. And because of that, you’re always learning more, doing new
things. And if you’re a creative person like me, you thrive on the challenge. My name’s
Neil Patel. I’m a serial entrepreneur. And I love helping out other entrepreneurs.
In essence what content marketing is, it’s a way for you as a business owner to educate,
teach your customers and potential customers about products, services or any other problems
that they may have. So by giving tips, writing articles, educating them, it actually helps
out. You can do this in the form of a blog, a white paper, a webinar, a video. The possibilities
are endless. The reason this is important is because it helps you build trust. And when
someone trusts you, not only are they more likely to buy your products or services, but
they are also more likely to tell their friends, their family members about your company.
The way I get my inspiration and the way you can get your inspiration too is by actually
asking potential customers through surveying. Just say, hey, what do you want me to blog
on? What do you want me to write? What problems do you have? What can I help you solve? If
you’re selling tennis rackets, they may want to know how to actually swing a tennis racket,
how to make a serve, how to respond back when someone serves you. Or, if you’re getting
a ton of support inquiries or sales inquiries and people are asking specific questions,
you can start writing on those topics and help people solve them so that way you don’t
get those questions anymore. When you’re trying to understand who your customers are and what
they want, you should also check out Steve Blanks’s Lean Approach, as that will help
you throughout this whole process. When you put out this content on your website,
or on other channels like YouTube, Twitter, or Facebook; one, track views. Two, Google
Analytics, which is a free tool from Google, will actually show you how much traffic these
pieces of content are driving back to your site. And three, see how much more search
engine traffic you’re also getting. With content not only do people link to it from their sites,
but you’ll notice that it ranks in Google or Bing and you start getting more search
traffic. The thing with content marking is you have to give it time. Don’t expect great
results within three months or even six months, but you should see traction. Within the first
three months, you should see more traffic to your site. Whether it’s from search, social
media sites, whatever it may be you should be seeing more traffic. Within six months,
your traffic should grow even more. Within a year, you should try to figure out how to
monetize your content marketing efforts and actually generate some sales from it.
Once you have your content marketing efforts up and running, the way you would actually
monetize them is through ads. And not ads in a traditional way in which you’re advertising
on other sites, you’re actually advertising on your own sites. If you have a blog that’s
giving all this educational videos, tactics away for free, put up ads for your own products
or services. People will click on them and they can drive them to a page that you sell
those products. If you have a white paper on your site, let’s say on how to play tennis
or how to improve your tennis skills, you can actually ask someone to give you their
name, email address, phone number before you let them download that white paper. Within
your blog or your website or content efforts on those pages, you can actually put a box
that says sign up for our free newsletter; we’re going to give you tips, advice, ebooks.
And collect their name and email address in exchange for these tips. You can take their
email addresses and eventually market products, services to them, maybe even offer them discounts
during holidays. That’s how you monetize your content marketing efforts.

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