- What is Content?
- What is Content Marketing?
- How Does It Work?
- What is a Sales Funnel?—> link to video
We also met Kandi an accountant for interior design businesses and how she uses content to promote and grow her business.
In part two, we met Stacey a life coach for teen girls and learned how she use content marketing strategies.
In the last post of this three part series we’ll meet Diane, an author and an eCommerce business coach who’s ideal client is in the fashion and beauty world.
In my definition of content marketing I stated, “I see content marketing as the result of clearly understanding your ideal client and their problems (or desires). Using that knowledge you are able to create solutions in the form of a blog post, video, email newsletter, report or eBook. By sharing that solution you have created engaging questions, ideas, quotes and images that link back to the solution.”
Let’s recap how we will view our fictitious case studies:
“In this three part series we’ll focus on three fictitious business women: Kandi, Stacey and Diane. I will use them to illustrate ideas that allow you to promote and grow your business with content. It is the combination of your goals and audience which makes the use of content unique and valuable. I want you to see how they use content in real life, and how it would function in various types of businesses.
It is important to note our three business owners have properly branded their businesses with a fully optimized online presence and marketing materials. That means they have websites and social media profiles that speak to their ideal client. Their marketing materials include links to their website and mention their free offer or their monthly newsletter.”
Diane-Author and eCommerce Business Coach for Start-Up Fashion & Beauty Businesses
Goal: sell books, get speaking opportunities, and book group coaching clients.
Audience: fashion and beauty based start-up businesses; fashion & beauty bloggers and vloggers; online beauty and fashion magazines; and organizations that produce fashion and beauty trade shows.
How Diane Uses Content
- Diane plugs her book in all video introductions with an image and link to her website.
- Diane creates short, 3 minute videos sharing fashion and beauty e-commerce business tips weekly.
- She creates video tutorials demonstrating helpful resources and tools for e-commerce businesses.
- Diane introduces herself as a fashion business coach.
- She creates over the shoulder videos that share the components of a proper set up and back end for a profitable fashion e-commerce business.
- Videos are set in various locations: her walk-in closet, at her vanity, at a salon, at a spa, at a boutique, in a makeup artist’s chair, at fashion shows, and at fashion and beauty trade shows and conferences.
- At the end of each video she asked viewers to visit her website and to subscribe to her monthly newsletter/e-zine.
- She shares clips or full videos of her public speaking opportunities.
- Diane elaborates on tips, Q and A, tutorials, and back-end showcase videos by giving context, and a full description of what’s in the video. On the top of each blog post she embeds her video so readers can watch it there.
- She creates informative educational posts on e-commerce resources and tools, branding, Internet marketing, private label products, books, purchasing, and inventory.
- Once a month Diane posts a client spotlight. She asks them to react to their coaching experience and share the results they gained from working with her.
- Diane creates commentary posts on weekly fashion and beauty news topics.
- At the end of each post she adds a subscription form for her monthly e-zine.
- In her resource box she mentions she is an author and the title of her book.
- Diane offers an introduction and chapter one of her book for those who subscribe to her newsletter/e-zine.
- She creates a free report quarterly on best practices in Internet marketing and e-commerce for the fashion and beauty world.
- As a thank you to her subscribers, Diane gives them a free gift each month (i.e. check list, tips sheet, free webinar).
- In all her free offers, Diane includes a list of links to her website, blog, and social media platforms.
- Every month Diane engages with her subscribers through a friendly letter to maintain a rapport. Throughout the month Diane creates great content and shares 2 of her best blog posts and/or videos with her subscribers.
- Every week Diane sends out a weekly fashion or beauty tip and pays a complement to a beauty blogger/vlogger of the week.
- Diane considers her e-zine as a fashion and beauty business magazine.
- In every issue of her e-zine Diane asks her readers to tell all their friends to subscribe.
- Within the e-zine Diane plugs her book by adding an image, description, and link to her website for purchases.
IS DIANE’S PLAN FOR CONTENT MARKETING JUST RIGHT OR TO MUCH?
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