Diversify Your Content Strategy — Whiteboard Friday

Go from primary to a extra superior content material technique with Azeem on this Whiteboard Friday episode. Diversify your content material technique by creating the suitable content material in your viewers on the proper time.

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Video Transcription

Hello, everybody. My title is Azeem. I am the host of the “Azeem Digital Asks” podcast, and I am right here to point out you a really temporary whistle-stop tour of how one can diversify your content material technique on this Whiteboard Friday.

3 examples of the place entrepreneurs get measurement incorrect

So I’ll begin off and make a really daring assertion as a bald man and say that I believe that we, as entrepreneurs, get measurement incorrect, and I’ll provide you with three examples right here.

So if you’re measuring model consciousness, for instance, there are a selection of issues that you could measure, similar to downloads, site visitors, referrals, mentions. In the event you take a look at engagement as a key KPI, you will be taking a look at issues like hyperlinks, likes, feedback, shares, retweets, all that form of stuff. For lead gen, you are sometimes taking a look at MQL, SQL, subscriptions, and name backs. So it is three very fast examples of how I believe we get measurement incorrect.

Create a complicated content material technique

On the subject of our viewers, I believe we all know what they need, however we do not know the way they need it, and I genuinely suppose that the web is ready now the place hit and hope with simply purely written content material does not work anymore. I genuinely suppose the web has moved on. So I’ll present you a really temporary manner of how one can take your content material technique from primary to even higher to hopefully superior, and that begins with this.

I believe a whole lot of entrepreneurs are within the primary part, and that’s the place you will have a selected matter, matter X as I’ve listed there, and that’s your framework for the remainder of your content material. So should you have been speaking about bushes, for instance, you may need bushes as your matter, and that will be the framework to department out and create much more of matter round bushes to maneuver on.

That is wonderful. That is the place I believe a whole lot of entrepreneurs are. The higher model can be taking a look at UA, common analytics or multi-channel funnels, understanding what performs properly, and creating extra content material of that based mostly on the place your viewers is within the buy journey. Then the superior model can be wanting into GA4, splitting out your prime 5 markets as I’ve put there, understanding how they carry out with a data-driven attribution mannequin, and creating the suitable content material for the viewers on the proper time, the Holy Grail of what we try to realize right here.

The best way to use this data

I am going to provide you with 4 examples of how one can truly use this data and take it away, and actually from tomorrow you possibly can be capable to enhance your content material technique. So instance 1 can be for example you will have arrange scroll monitoring and YouTube view measurements in your GA4. Layer the 2 collectively.

You may perceive how, for instance, your viewers in France might be participating along with your content material within the sense of how far do they scroll down on a web page and the way a lot of your movies in your web page they’re watching. Instance 1 can be a selected viewers that scrolls not quite a bit, however engages with video quite a bit. By which case, I might introduce very early on within the web page long-form movies.

what your viewers needs. Do not make them work for it. Do not make them scroll down the web page, as a result of you recognize what they need. Make it as easy in your viewers as attainable. Instance 2 can be the alternative, the place you recognize your viewers will scroll quite a bit, however you recognize that they will not watch the movies that you simply placed on the web page. By which case, you possibly can create highly-detailed content material after which make the most of remarketing to convey them again to your web site.

The third instance can be when you’ve got a median scroll and a median video time, however a excessive ASD, which I’ve peddled as common settle period. These are those that I name web page hoppers. They’re very probably going to be within the analysis stage of their journey, of their buy journey. So that is the place you need to focus in your model and why you stand out towards the remainder of your competitors.

The fourth instance can be individuals who do not scroll and do not watch your movies in any respect. I believe in that scenario you’ve got very clearly acquired a disconnect, however there may be nonetheless a chance so that you can introduce short-form movies earlier on within the buy journey. Make the most of this data, discover out which one of many 4 you sit in, and use that to create your content material technique in a extra numerous manner by together with audio, snippets, video teases of various completely different codecs, and I assure you will be onto a winner and have extra success along with your content material methods transferring ahead.

I hope that on this very quick video you’ve got taken one thing away. You will discover me on social media @AzeemDigital. If my search engine optimisation is any good, you need to be capable to kind in “how can I contact Azeem” and you will come throughout my web site. Very a lot loved being right here. Thanks for having me, and I am going to see you quickly.

Video transcription by Speechpad.com

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