content marketing for beginners complete guide with timestamps YoutubeScribe.com

[0:00] If you're new to content marketing and you
want to learn how to use it for your business,
[0:04] then keep watching because in this tutorial,
I'm going to walk you through a complete guide
[0:08] to content marketing for beginners.
[0:11] Stay tuned.
[0:11] [music]
[0:16] Alright, so let's start with the basics and
talk about what content marketing is.
[0:20] Simply put, content marketing is the process
of creating and distributing content to attract
[0:26] and retain customers.
[0:28] Meaning, you're creating blog posts, videos,
podcasts, or whatever, promoting it, and your
[0:34] content's job is to lead people towards
a profitable action.
[0:39] Now, if you've never really bought this whole
idea of "content that sells," this concept
[0:44] might not make a whole lot of sense
or just sound cliche.
[0:48] So to help you better understand, I want
to tell you about this piece of metal.
[0:52] This is a jungle gym gymnastics bar
for kids that I bought recently.
[0:56] Now, in order to understand why I bought this
product, and how content influenced me to
[1:01] buy it...let's rewind.
[1:04] Over the past year or so, the city of
Toronto has locked down three times.
[1:08] And this was the second time that they
closed down playgrounds.
[1:12] Now, when you have young children that are
being forced to stay at home, they literally
[1:16] climb everything.
[1:18] So my wife and I started researching.
[1:20] We searched on Google for things like "best
home climbing equipment for kids."
[1:25] We read some articles, and scrolled through
the different types of products.
[1:29] Well... this slide would get boring quick
and we already have a bunch of tunnels.
[1:34] And then we saw this: a mini jungle gym.
[1:37] So now we were heading in the right direction.
[1:40] So we went back to Google and searched
for "best jungle gyms."
[1:43] We read through some more blog posts, narrowed
our search down to items we might want to buy,
[1:49] watched some videos only to realize that
our oldest child would be too big for the toy.
[1:54] So we went to Amazon to look at more options,
found something like this, read the reviews,
[2:00] and then we bought it.
[2:02] We had a problem, searched for solutions,
and content from blogs, videos, and reviews
[2:08] led us through our entire purchasing journey.
[2:12] And if you think about why and how you made
your last purchase that wasn't a necessity like
[2:18] groceries, or clothes, I bet content
was involved along the way.
[2:22] With so much information available at the
tip of our fingers, we as consumers will be
[2:27] influenced by content.
[2:30] Now, the content we read and watched
was from multiple sites and creators.
[2:34] And the Amazon seller who got our hundred
bucks just happened to luck out.
[2:39] But through the power of content marketing,
you can intentionally integrate your company
[2:44] and products within these purchasing journeys.
[2:47] Let me show you an example of
what we've done at Ahrefs.
[2:50] If you're unfamiliar with our company,
we sell a suite of SEO tools.
[2:54] And in that suite is a keyword research
tool called Keywords Explorer.
[2:59] So let's say you decided to use SEO in your
digital marketing strategy and you wanted
[3:03] to find a keyword research tool to use.
[3:06] You might go to Google and search for
"list of keyword research tools."
[3:10] You click on the first result, scroll through
the list, click on a few here and there, but
[3:16] you're still not ready to make a purchase
because you realized... "I don't even know
[3:20] how to do keyword research."
[3:22] So you go back to Google and search
for "how to do keyword research."
[3:26] Sure enough, you recognize one of the names
from the previous article you read plus, they're
[3:30] ranking high in Google.
[3:31] So you click through to their guide.
[3:34] You skim through the guide and you're impressed.
[3:36] You're also introduced to our tool,
Keywords Explorer.
[3:40] But you gotta head out to the gym, pick up
the kids, and get dinner prepared so life
[3:44] goes on as usual.
[3:46] A few days later, you decide to look for
more keyword research tutorials.
[3:50] So you go to YouTube and search for
"keyword research."
[3:54] Sure enough, you see that same brand
that just won't quit.
[3:58] You click on the video, you're impressed
by the likes to dislikes ratio, so you look
[4:02] at the comments and see a lot
of positive ones.
[4:05] So you keep watching.
[4:07] Mesmerized by the presenter's wisdom, you
start taking notes and figure out how to do
[4:12] keyword research.
[4:14] And throughout the time you spent learning
how to do keyword research, you learned how
[4:17] to do it using our tools.
[4:20] So not only have you been exposed to our brand
and products numerous times through free content,
[4:26] you've now been brought into our ecosystem
through various searches simply because we
[4:31] were there when you needed us.
[4:33] So naturally, you'd be more inclined to purchase
our tools because you've been educated on them.
[4:38] Content marketing helps to creates awareness
and attracts potential customers to your content.
[4:43] Your content engages them and builds credibility
for your brand, it converts visitors into customers,
[4:50] it allows you to build a loyal following.
[4:52] And for a software product like ours, it helps
retain customers because they learn how to
[4:57] do new things with our tools leading
to increased usage.
[5:01] Best of all, your revenue compounds because
unlike advertising where your ads stop appearing
[5:07] the minute you stop paying, content that surfaces
where and when your customers are searching,
[5:13] is consistent.
[5:14] And it's important to note that no matter
how good your content is, if your products
[5:18] aren't up to scratch, then content won't
save you at least for the long haul.
[5:23] So with all the flexing out of the way, let's talk
about how you can do this for your business.
[5:29] Now, the two main parts of content marketing
is to create content and distribute or promote it.
[5:34] And whatever you create, should have the goal
of attracting and/or retaining customers.
[5:40] Let's talk about the content creation
side of things.
[5:43] Your content can be in various formats.
[5:45] So that might be blog posts, podcasts, videos,
online courses, infographics, free tools,
[5:51] templates, ebooks, checklists, you name it.
[5:54] As long as there's demand from your target
audience for that type of content then pretty
[5:59] much anything is fair game.
[6:01] Now, the type of content you choose will
depend on the topic of your content piece.
[6:06] For example, a recipe would work well as a
blog post and video, but it probably wouldn't
[6:11] be great as a podcast.
[6:13] Whereas an interview with Gordan Ramsay
could work as a podcast, video or even blog
[6:18] post, but it probably wouldn't be very
valuable as a checklist.
[6:23] As a general rule of thumb, start with one
format that work for you and rinse and repeat.
[6:28] Then, consider exploring another channel.
[6:31] For us, we started with blog posts and then
eventually branched out to videos as our
[6:36] team grew.
[6:37] Now, creating content alone isn't enough because
content isn't the same as content marketing.
[6:43] And unfortunately, the notion of "if you build
it and they will come" couldn't be further
[6:49] from the truth.
[6:50] And that's why it's important to have an idea
of where you'll be distributing this content.
[6:55] Some common distribution channels would include
search which can be done through search engine
[6:59] optimization or paid ads, social media networks,
forums and communities or email newsletters.
[7:06] For example, if you have a recipes site, then
you'd probably want to optimize your content
[7:11] for Google search, YouTube and/or Pinterest
because these are channels where lots of people
[7:17] are actively looking for recipes every month.
[7:21] Now, if you have a site on golf, you might want
to consider YouTube, Google Search, and forums
[7:26] and communities because these are all places
where your target audience would actively be
[7:31] looking for information on the topic.
[7:34] Again, a general rule of thumb would be
to pick 2 to 3 networks to work on and get
[7:38] really good at them.
[7:40] For Ahrefs, our two main content distribution
channels are Google search via. SEO and YouTube.
[7:46] And our website get over a million visits from
Google Search every month and had nearly
[7:50] 600,000 views on YouTube in March.
[7:54] And because these are two channels we've
been able to get great results from, let's spend
[7:58] the rest of our time on how to create and
promote content on these channels.
[8:02] Let's talk about blog content first.
[8:05] The two most popular distribution channels
will be social media and search.
[8:09] When you create content with social media
as your primary distribution channel, you're
[8:13] taking on a lot of risk.
[8:16] Getting your blog content to blow up on
social media is very unpredictable.
[8:21] And while there are tools that can help you
see how many times a post gets shared,
[8:25] you don't know why they were shared.
[8:27] I mean, did they do outreach to get
influencers to share their content?
[8:31] Do the creators of that content already
have large existing audiences?
[8:35] Or are all of these shares fake because they
were purchased to inflate popularity?
[8:40] There are way too many variables which is
one of the reasons why we stay away from
[8:44] trying to create "viral" type content.
[8:47] Plus, social media traffic tends to start
with a big spike, but it ends up flatlining,
[8:53] leaving your content dead in the water.
[8:55] As for SEO traffic, it's much easier to create
predictable and consistent results that will
[9:01] stand the test of time.
[9:03] And there are 3 basic steps to this process.
[9:05] The first step is to find topics that are
relevant to your business.
[9:09] And this step is often referred to
as keyword research.
[9:12] To get started, use a keyword research tool
like Ahrefs' Keywords Explorer and enter some
[9:17] topics that are broadly related to your niche.
[9:20] So assuming you have a site that sells an
online course on parenting, you might search
[9:24] for "parenting" and "toddler."
[9:27] Next, go to the Questions report, which will
show you keywords phrased as questions as
[9:32] well as the search volume for those keywords.
[9:35] And questions are often problems that
your target audience may be facing.
[9:39] Now, since we're selling an online course,
you'll want to look for topics that are closely
[9:43] or at least somewhat related to your product.
[9:46] So something like, "how to discipline a toddler" might
be a good fit since you sell a parenting course.
[9:53] The next step is to create the "right"
type of content.
[9:56] Google tries to surface the most relevant
content for any given query.
[10:00] So the "right" type of content from an SEO
perspective, is one that meets the searchers needs.
[10:06] This is called search intent, which represents
the reason behind a searcher's query.
[10:11] And you can determine this by looking at the
top-ranking results or if you're using Keywords
[10:15] Explorer, you can hit the SERP button to see
the top 10 pages along with their SEO metrics.
[10:22] In this case, they're all informational blog posts
where many have gone with the "tactical" angle.
[10:27] So you'd probably want to go this route too
to have a fighting chance at ranking.
[10:32] And the last step is to promote your content.
[10:35] Promotion can take many forms and it's best
if you go with an inside out approach, meaning,
[10:40] start with channels closest to you and then
move outwards to reach new audiences.
[10:46] So you might start by posting on your social
media accounts and sending new content to
[10:49] your email newsletter.
[10:51] Then you may want to branch out to
communities you're involved in.
[10:54] That might be Reddit, Quora, or social
groups that allow link sharing.
[10:59] And finally, you'll want to do some blogger
outreach to get backlinks.
[11:03] And this is what you'll need to do to get
your pages ranking higher on Google.
[11:07] Now, we've only scratched the surface here
with Google SEO, so if you want to learn more,
[11:11] then check out the playlist in our description
to our completely free SEO training course
[11:16] where you can learn how to get organic
traffic from search month over month.
[11:21] As for YouTube content, there are three
main ways we select topics for content.
[11:26] The first way is for YouTube organic
search views.
[11:30] To do that, go to Ahrefs' Keywords Explorer,
select the YouTube tab to get YouTube search
[11:34] data, and enter a broad keyword related
to your niche.
[11:38] Next, go to the Phrase match report.
[11:41] Now, since YouTube content is almost always
informational you can skim this report and
[11:46] look for relevant keywords to your business.
[11:49] For example, "parenting styles" might be interesting
because again, our hypothetical site sells
[11:55] an online course on parenting.
[11:57] And people searching for this would
probably be interested in it.
[12:00] So I'll take that keyword and type it
into YouTube search.
[12:04] Again, I'll look at the top 3 videos and see if
there are any commonalities and do my best
[12:09] to create a video that matches searcher intent.
[12:12] We have a full video on doing YouTube SEO
which has been a major factor in our channel's
[12:17] growth, so I'll link that up in the description.
[12:20] The second way is to create content on unique
topics that might draw in your target audience.
[12:26] Now, the reason why we do this is because
YouTube is both a search and social platform.
[12:32] And because there is that "social" aspect
to YouTube, their algorithm rewards videos
[12:37] that attract a lot of clicks that lead
to high watch times.
[12:41] So by creating content on a popular topic
in your niche that no one else has really
[12:46] talked about, you can potentially get a ton
of clicks and if your content is good enough,
[12:52] people will watch it for long periods of time,
leading to YouTube promoting your content
[12:57] to similar audiences.
[12:59] Now, coming up with your own ideas
will come down to creativity.
[13:03] But a simple formula you can use is
[main topic] plus [main attractor].
[13:08] For example, we created this video called
"Link Building with Google Ads."
[13:13] Our main topic is "link building," which
is a popular SEO strategy.
[13:18] And the main attractor is "with Google ads."
[13:20] And that's because no one was really talking
about how to use Google ads to actually get
[13:25] backlinks to your site.
[13:27] So we created our own case study where we shared
all of the details with complete transparency.
[13:34] And the third way is to create a series.
[13:36] Series work well because they're meant
to be watched in sequential order.
[13:40] This can lead to overall longer watch times
across your entire channel.
[13:45] And the longer people are watching your content,
the more YouTube will promote your videos.
[13:50] But the biggest benefit is that if your content
integrates your offerings in an organic way,
[13:56] there's a significant amount of exposure
to your products.
[13:59] For example, our SEO for beginners course
teaches how to do SEO and naturally, we use
[14:04] both our free and paid tools in it.
[14:07] And this series has accumulated well over
10,000 hours of watch time in under 2 months.
[14:14] To put this into perspective, that's about 426.6 days
or 1.17 years of continuous content consumption.
[14:25] So potential series ideas might be courses, case
studies, building something in public, or if you
[14:31] want to go with more of an entertainment
angle, vlogs and shows work well too,
[14:35] depending on your niche.
[14:37] Now, as for the promotion side of things,
YouTube does a great job at promoting relevant
[14:42] content on their homepage and sidebar suggestions.
[14:46] But if you don't have an existing audience,
it can be tough to get that initial traction.
[14:51] I won't get into that here because we have
full tutorials on how to get more views on
[14:55] YouTube when you're just starting out as well
as a video on how to get more subscribers,
[15:00] which will teach you a lot about
how YouTube works.
[15:03] Again, links in description.
[15:05] Now, content marketing isn't exactly
a fast process.
[15:08] It's an ongoing one.
[15:10] And I think this is why people often avoid it
because we're used to this idea of immediate
[15:15] results, so we turn to things like advertising
and direct mail.
[15:19] And, there's nothing wrong with more traditional
methods of marketing, but content marketing
[15:24] is unique in the sense that it continues to
contribute to your bottom line over time.
[15:30] So I want you to think of content marketing
like planting seeds.
[15:34] If you want to grow an apple tree, it can
take up to 8 years for it to bear fruit.
[15:38] But that same tree will continually put
food on the table for years to come.
[15:44] And the longer you wait to plant that seed,
the longer it'll take to start reaping the rewards.
[15:50] So if SEO interests you, then I highly recommend
taking our free SEO course for beginners.
[15:55] Or if YouTube is the channel you want to
focus on, then check out our playlist on
[15:59] YouTube marketing.
[16:01] And if you enjoyed this video, make sure to
like, share, and subscribe for more actionable
[16:05] marketing videos like this one.
[16:07] I'll see you in the next tutorial.

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