6 Steps To Get New Clients With Authority Content Marketing

In today's show, we go over how you can create your first authority content marketing campaign.

Authority Content Marketing is a series of content pieces that are specifically designed to increase your authority positioning.

This is type of campaign is a hybrid of our style of our authority marketing, and content marketing which has been exploding in popularity.

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 — and, ultimately, to drive profitable customer action.

So, in this podcast episode and post, we show how you can use content marketing to position yourself as an authority in your market.

And as with anything you hope to achieve in life, creating a plan to meet your goals most often results in the best possible outcome.

For example, when creating this first authority content marketing campaign, there are 6 steps to follow in order to give yourself the greatest chance of success.

Six Steps of a Authority Content Marketing Campaign

You need to decide what you are trying to achieve with your marketing campaign, and no, saying you want more business isn’t enough.

Be more specific. To give you an idea of what we mean, read the following data:

According the Ascend2’s 2015 Content Marketing Trends Summary Report, the following were the objectives behind most content strategies:

• Improvement in customer engagement.
• An increase in lead generation.
• A more heightened brand awareness.
• An increase in revenue from sales.
• An improvement in lead nurturing.
• An increase in traffic on a website.
• An improvement in customer retention.
• An improvement in search engine rankings.

...and in today's show, and this post, we talk about another reason: positioning yourself as an authority and influencer in your market.

At the Traffic & Conversion Summit, noted marketer Frank Kern stated:

Positioning, most importantly positioning yourself as an authority, is the single most important thing you can do increase your perceived value to the market place.

Increasing your perceived value leads to many benefits which impact every part of the sales cycle.

For instance, once you develop authority, you no longer have to chase sales leads and prospects. People find him because of his positioning and once they do, they will stop looking.

People that are seen as authorities also have a higher value position, and are therefore expected to have higher rates.

Another benefit is “trust.” You trust opinions and advice are trusted by clients.

No longer will you devise a plan that will help one of your clients, only to have them question every step, and in the end, only do certain parts.

So, now that we know the objective of this authority content marketing campaign, let's move on to Step 2.

For some businesses, webinar attendees or repeat customers impact their financial bottom line more than other elements.

Others find different conversions more important.

It’s up to you to define what your personal objective is in order to hit your target.

What conversions do you need?

Otherwise, you will be tossing stuff at the wall, hoping something sticks.

So, determine what the key conversions are, or what gives you the best return on your investment, and then build content which promotes that end.

For this authority content marketing campaign, the conversion we want is the ability to get our content in front of them again.

So, we'll track two types of conversions, people that opt-in to our email list and people that we've tagged with our Facebook pixel.

Pixels allow us to follow up with people who have visited our website in general, specific pages on the site, a sales pages, etc.

The key is that pixels allow you to make TARGETED offers to individuals based off of pages they’ve visited.

For example, we run ads to promote blog posts on getting leads from Facebook. Then, we retarget the people who read the article with a specific lead magnet for...Free Custom Facebook Covers.

It’s much more powerful than making them a broad offer... it allows us to solve a SPECIFIC problem for them.

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