CONTENT MARKETING
We've worked with our Client-Partners through both print and
online publishing and consistently found that these six steps,
when applied diligently and consistently, can translate into
phenomenal results. Experiencing such results has been invaluable
for these companies in creating a market presence and
experiencing significant business growth.
#1 – KNOW YOUR CORE CUSTOMER
If you don't know who you are talking to, if you don't have your
core customer clearly defined, then how can you expect to reach
them through your content? Not just in content marketing, but in
any marketing strategy, you need to start by identifying your core
customer and then develop a way of speaking to them directly.
Start by summarizing in a short paragraph who you are trying to
reach. Who is the person, what are their motivations, and what are
their concerns? What are they trying to accomplish?
Don't describe your customer as a company that fits into a set of
demographic criteria, describe them as a real person. It's easy to
view the business world as a series of companies, but at the end of
the day, you need to appeal to the real people within those
companies because that's who is ultimately making the buying
decisions and going to drive the revenues toward your business.
In developing this marketing strategy, you should break company
targets down into the people that work there. Are you appealing to
the CEO, a supervisor or selling agent, a financial advisor? Know
exactly who within the company you are dealing with and why.
Once you have a crystal clear image in your mind of who you are
trying to reach, then you can start writing content that speaks to
them.
#2 – LEARN FROM YOUR COMPETITORS
A large part of developing an effective content marketing strategy
is gaining a competitive advantage. The best place to start building
a competitive advantage is getting to know your competitors by
observing what they are doing and what they're not, what is
working for them and what isn't.
#3 – UNDERSTAND YOUR KEYWORDS
Note that you when you are looking for keywords to integrate into
your content marketing strategy, you will want to select non-
branded keywords for the best traffic results. (For example, 'Joe's
Janitorial Supplies' would be a branded keyword search whereas
'janitorial supplies' would be a non-branded keyword search.)
Google Keyword Planner is an excellent tool for testing keywords
by location and demographic. This tool will also offer
recommendations for other closely related keywords that may
perform better in the region you are targeting. The goal is to
optimize for keywords that have a high search volume and a
relatively low competitive index in your target region to maximize
conversion potential.
SCAN BELOW FOR STEPS 4-6
SCAN TO
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TM.MEDIA/CONTENTMARKETINGSTEPS
Andy Buyting's thought leadership journey started when
he published his first business book in 2007 and first
magazines in 2009. Since that time, he has leveraged
custom magazines and online digital content strategies to
establish himself as a leading authority
in content marketing and brand
positioning.
HOW TO
GAIN AN UNFAIR ADVANTAGE OVER
YOUR COMPETITION.
In How to Win Clients & Influence People, Andy Buyting, Founder &
CEO of Tulip Media shares and discusses the Three Pillars of Marketing
to help you become THE thought leader in your marketplace - creating
an unfair advantage over your competition.
This book teaches readers how to utilize the following three pillars:
Through his company, Tulip Media,
Andy and his team make these content
marketing strategies and tools
accessible to their Client-Partners.
1. DIGITAL MARKETING - How to easily and effectively leverage online
publishing and marketing to keep in contact with your customers
and best prospects with high frequency messaging.
2. PRINT MARKETING - The evolution of print marketing and how it
adds credibility and longevity for you and your organization.
3. INTERACTIVE MARKETING - Direct interaction is how you can
bring it all together to create a clear call-to-action that results in
outcomes for you and your company.
Andy’s thought leadership journey started
when he published his first business book in
2007 and first magazines in 2009 . Since that
time, he has leveraged custom magazines
and online digital content strategies to
establish himself as a leading authority in
content marketing and brand positioning.
Through his company, Tulip Media, Andy
and his team make these strategies and
tools accessible to their Client-Partners.
They make creating digital and print content Easy, Effective and
Economical. Learn more at TULIPMEDIAGROUP.COM
TulipMediaGroup.com
“Whoever owns the ink in an industry is the one who gains an
unfair advantage over their competition”
- Verne Harnish, Founder of Entrepreneurs’ Organization (EO) and Author of Scaling Up
WIN CLIENTS
& INFLUENCE
PEOPLE
WARNING
Reading this book will
change your business.
Call now to hear
an important Free
Recorded Message
from Andy Buyting at
A tool to utilize when performing these analyses is SEMrush.
92% of all search traffic stems from organic searches. Only 8%
comes from paid listings. SEMrush will break website traffic down
into organic and paid, desktop and mobile. It will also give you
insights into the main keywords that are driving organic traffic to
both your and your competitors' websites.
I recommend doing a keyword and competitive analysis on the two
competitors that you run into most often, your direct competitors.
In addition to this, perform the same analyses on your aspirational
competitors. These may not be direct competitors, but instead
companies that you look up to and would like to imitate in some
way.
SEMrush can provide insight into your marketing strategy by
showing how your company's web traffic compares to your direct
competitors' and your aspirational competitors'.
S
Since we started Tulip Media a few years ago, we've continuously
evolved and are consistently developing new strategies for our
Client-Partners to use as we see what works and what doesn’t.
While doing that, we've learned that, at the core, there are really 6
steps to an effective content marketing strategy that virtually any
business from any industry can leverage.
(800) 819 2804
Create Instant Credibility and Gain an Unfair Advantage
Over Your Competition
ANDY BUYTING
SECOND EDITION
TULIPMEDIAGROUP.COM | 13