How to: Use Authority Content in Your Marketing Funnels
I remember the first time I heard the term; it was about 10 years ago now.
“Scott, you have to get in on this content marketing thing.”
Since that time, there is more content on earth than ever before.
Everyone has a blog, a podcast, videos, infographics and the ability to create anything they want.
That’s a good thing.
But how as entrepreneurs do we stand out with our own content?
I mean, most of us don’t write to be an authority in the marketplace.
The Problem with Content Marketing
Simply put – Content Marketing by itself does a really bad job of turning strangers on the internet into potential customers, or what we would call “leads.” Content doesn’t bring people into the “next” step, it simply shows strangers that you’re a potential authority in the marketplace. It lacks the ability to build a relationship or offer an opportunity.
Simply put – when you use content marketing, you’re like every other company that is in your niche or marketplace. It’s just content on the internet.
This approach also requires that you consistently create more and more content. You likely don’t have time for that and you don’t really need to create “more.”
Content Marketing with Marketing Funnels?
Yes. Content Marketing without a marketing funnel doesn’t work, just like a marketing funnel without content marketing doesn’t work.
In both scenarios there is a missing ingredient.
Content builds your authority and relevancy.
Marketing funnels give you the ability to build a relationship and offer opportunities.
This is why we always teach that it’s important to use content that effectively engages, helps all while building authority and relevancy with your potential lead.
Then at the right time, you give the opportunity to start a relationship (the beginning of your marketing funnel).
This is how you do it:
I’m going to put this into three sections.
1). Your content
2). Your marketing funnel
3). Your distribution channels
You might think that you need a lot of content when you’re using content marketing online. I don’t recommend this when you’re starting out. If you know anything about the INFINITUS SSF Method, you realize that there are 3 different “awareness” types that those who read your content are in:
Sidewalk mindset = They aren’t aware of their current problem or pain.
Slow Lane mindset = They are aware of the pain and looking for more knowledge.
Fast Lane mindset = They know the pain, are informed and looking for a solution.
Thus, in our content marketing, it’s important that we think about what the person is thinking, this allows us to tailor our piece of content to that person, so they see it as being relevant.
Now, when it comes to our content, it’s important that we have content that’s engaging, easy to read, not to long, but still helps that person immensely.
There is a concept that we talk about called “Relevancy Hacking”, in it, in everything we do in our marketing, we’re trying to reverse engineer relevancy.
In 2016 and beyond, marketing IS relevancy.
It’s the moment of, “this was made for me.”
If you can create that moment, you’ve already won.
That person will become a lead.
And with perfectly crafted content using the SSF Method, it can happen quickly.
Now, it’s fine to have these articles and pieces of content online, but each piece of content must have a “next level” that is compelling.
I see it all the time, a website has one single lead magnet and uses it for every podcast episode and every blog article. What’s the problem here?
Different lead mindsets (Sidewalk, Slow Lane, Fast Lane) require different content.
You can’t ask someone to attend a webinar, if they don’t know you – that’s the perfect place for a guide of some sort.
The idea is that after someone consumes a piece of your content that there is a logical next step or a missing puzzle piece that they want to know more about.
And that’s when we offer it to them.
For example, this article is in the “Slow Lane”, thus our “next” step at the end of this will be a “Slow Lane” approach. And let’s be honest, you wouldn’t have read this far if you aren’t already using or know what a marketing funnel is.
Typically, when we offer the opportunity of the next step on a perfectly positioned piece of content and lead magnet we get between 10-30% conversion rates from every view of an article.
And guess what? People have given us permission to start a relationship with them, from a place of authority and relevancy.
Instead of trying to just shove down a lead magnet or your “free offer,” the person sees that you can bring value to their life.
Isn’t that more powerful?
It’s great to have content, but without distribution, it’s pretty much useless.
There are, of course, 3 different types of traffic: Organic, Paid and Partner.
And my favorite pick, unless you’ve been creating a LOT of content for a while?
Why? It allows you to scale quickly and create attention and bring your perfect audience… Now, I know a lot of you might say:
That costs a LOT of money. Isn’t there a better way?
What if you could get $0.05 clicks on your pieces of content? Wouldn’t that make sense?
What if you could get someone to sign-up for your offer for less than a dollar?
How could you NOT do that? How could you NOT get R.O.I from that?
In our article about relevancy hacking on Facebook advertising, I walk you through this method. Essentially it works like this:
1). You create content and articles.
2). You advertise it on Facebook, because it’s “good” content, Facebook shows it to your audience for very cheap.
3). You’re then able to become more and more noticed and create awareness, while your article leads into your marketing funnel.
4). You get more leads, more business and become ultra-relevant in the marketplace.
Think about it. You can have 5,000 people look at your content for about $250.
5,000 of your ideal customers or clients.
See, if you used just content marketing, you could show people that content, but it wouldn’t turn into revenue.
If you tried to spend $250 on just your marketing funnel, you might get 25, 50, MAYBE 100 leads from it, but now you’re like everyone else, just trying to get someone’s email address.
It works like magic and it allows you to quickly become an authority, generate an audience, have more leads and grow your business.
Smart? Isn’t it?