How do you use content marketing to build trust and authority in your niche?

I have written more than 100 blog articles and published over 250 podcast episodes. Nearly 100% of that content came directly from my target audience of financial advisors. My goal from day one has always been to serve them and serve them well. The way I did that was by listening to them and figuring out what they wanted. ??

To determine your niche and target audience, there are various methods you can use. The most important thing is to understand who your customers are. If you sell on a large scale, the "Ask Method" by Ryan Levesque is a good way to gather information about your audience. However, if you sell to a smaller group of people, it is best to talk to them directly to understand their needs and pain points. It is crucial to understand the decision-making process of your customers, from their initial research and what they look for, to the point where they consider different options and which ones they consider, and ultimately, how they decide who to purchase from. With this knowledge, you can set yourself up for success in the future.

One thing that I've found helpful is to always bring it back to your audience's needs. With the sheer amount of content being produced each day, there is a very high chance that the audience you are targeting already has a preferred source for your topic. It is so important to do your research and figure out what is missing in the conversation. Once you've found what is missing, zoom in and focus on that missing piece in order to successfully stand out.

Se você já atua no segmento há alguns anos, provavelmente pode come?ar seus temas com as perguntas mais frequentes que seus clientes já fizeram. Por exemplo: se você é tem uma Oficina Mecanica, provavelmente os temas mais interessantes seriam: "quando é hora trocar o óleo", "Como saber se meu pneu tem conserto", etc. Basta ver a maior procura e saberá o que seu público quer ouvir.

The one thing to remember about content calendars is that they are meant to be broken. If anyone tells you that their content calendar is set in stone, they're lying. The beauty of creating an agile content calendar is that you and your team will be prepared for the inevitable hiccup that will come.

Many people tend to make a common mistake when creating high-quality content. They believe that the quality of content comes from the production value, rather than the information they are presenting. Fortunately, many tools are available nowadays that can help bridge the quality gap. There are even AI-powered tools that allow the creation of content on a large scale. However, the one thing that cannot be replicated with tools is the valuable information you possess about your business. Therefore, it is important to identify the valuable information that you can share with your target audience. Once you have done this, use various tools to spread this information across different channels.

O remarketing aqui vale muito. Uma vez que seu lead já consumiu contéudos de topo de funil, oferecer um conteúdo de meio de funil via remarketing é um ótimo jeito de n?o depender só da abertura de e-mails. (A mesma lógica vale para oferecer conteúdo de fundo de funil para quem já está no meio)!

Never stop at just one content type! Take a step back from your work and see how else you can share the important information. Do your best to repurpose and tell the story in a different way. An example of this is to take a long-form of content such as a white paper or case study and create smaller, snackable pieces of content such as infographics and social media posts.