Lesson 9 of 9
In Progress

Welcome To Pivotous Media

kyle May 26, 2021

What is Pivotous Media and Content Marketing, when did it start, and should you be utilizing it as a strategy to grow your business?

Content marketing and content, in general, has evolved over time and is constantly changing. The methods, and mediums, in which we deliver our content and our messages to the world change but in essence, the foundation has always been the same.

Gain Attention, State the problem you are trying to solve, present the solution, tell them what to do about it (Call To Action)

Utilize storytelling, to gain the attention of your potential customers. Give them an amazing experience and do it consistently always trying to do better over time.

What we will cover in this course are specific elements on:

  • Storytelling: The art of turning the seemingly mundane into a fascinating story to enchant your audience
  • Customer Experiences: How does your audience feel when engaging with your content?
  • Distribution:
  • Utilizing influencers:
  • Understanding your brand positioning:
  • Strategies and Tactics

I’d like to start with one of my favorite examples of content marketing, the coveted Michelin Star. Did you know that Michelin Stars for restaurants was created by the Michelin tire company?

They wanted to get more people out on the roads driving so they started driving all over the country, then overworld, rating restaurants to encourage people to travel more and use more tires. 

This is an amazing example of some out-of-the-box, creative thinking that gave customers not only a reason to buy more tires but made an experience the customers never forgot. 

Looking at the types of content you can create for your marketing today, there are so many options:

  • Blogs
  • Articles
  • Infographics 
  • Videos
  • Podcasts and radio shows
  • Social media posts
  • Online courses
  • How-to guides
  • Webinars and Slideshows
  • Photos and Graphics 
  • Instructional Guides
  • Magazines 
  • Live Media (FB Live, YouTube Live, Instagram Live…)
  • Whitepapers
  • Memes
  • Testimonials and reviews

The list goes on and on and we are really only limited by our creativity on what type of content we can create. 

What’s really important when thinking about your content marketing strategy, and helps to not get overwhelmed with all the options, is to think about your ideal customer. 

How can you create content that will best serve your audience?

You need a deep understanding of who exactly your audience is, think about the following things:

  • Age
  • Sex
  • Location
  • Interests (what shows do they want, podcasts they listen to, places they hang out)
  • Where they are in life (getting married, student. retired)
  • Income
  • Job Title
  • Is your audience B2B or B2C
  • What apps or websites do they use (social media apps, news websites…)
  • Where do they congregate or hang out both online and in person

Having this deep understanding of who your ideal audience is will give you insight as to what type of content to create and where you should focus your efforts to be the most effective and deliver the most value. 

With a deep understanding of your audience and how you want to sever them the best next place to go is to check out what your competitors are doing.

If you have strong competitors that are doing things very well, don’t reinvent the wheel, model your content strategy off what is already working and add your own twist to it. 

Conducting a competitive analysis is an important step in your strategy to understand what your competitors are doing well that are attracting the audience you want. 

There are many tools out there that will give you a look behind the curtain at what your competitors are doing. 

SEMRush, Ahrefs, Ubersuggest, and SimilarWeb are all tools that will help you understand exactly what your competition is doing for their content marketing strategies.  

Facebook Ad Library is another great resource to see exactly what paid ads your competitors are utilizing to drive traffic. (Paid ads are a whole other beast we will address in another course!)

Another resource that can give you some additional insights into what your customers are looking for is Wikipedia, Reddit, and Forums like Quora.

Answerthepublic.com is a great way to look at what questions people are asking based upon your products and services.

I check Google Trends every morning to see what people are searching for and what is trending by the day to see if there is anything I can write about in relation to current events. 

As you can see, with all the resources that are available you will always have content ideas to create that will hopefully Entertain, Engage, and Empower your audience to not only take action but become loyal raving fans for life!

The beauty of content marketing is that it literally works for every industry. From Kraft-Heinz and their Content Marketing Cycle to Nerd Wallet who generates over 12 Million website views a month talking about finance topics to Missouri Star Quilt Company who started creating videos on Youtube about quilting and created a movement and a “quilters” travel destination to a small town in Missouri. Content marketing and understanding the principles of good media can and will work for your business.

And remember there are no boring subjects we just need to get creative together to make some content magic!