When you start growing your online audience, it's important to stay in front of them so they don't forget about you. In order to do that, you need to produce and post a lot of content. And being really consistent with producing and posting new content all the time is hard. It's a bigger commitment than most people realize at first.
Staying in front of your audience and creating the type of content they want is a lot of work. You'll constantly be creating for them – for your blogs, email autoresponders, social networking posts, info products, free reports and more.
It's easy to stuck in creating content in a format you feel most comfortable with like posting mostly blog articles or mostly just videos, but it's always good to mix things up and provide a variety of formats for your audience.
You may find that your readers love it when you change it up a little and post videos once in a while when they're used to seeing text posts from you (or vice versa). Multimedia formats don't have to be complicated or expensive – there's an easy way to use this approach for your audience.
Using Mostly Blog/Text-Based Content
Not everyone is a great writer and coming up with blog posts consistently can be very challenging. Some people simply don't have the skill to communicate well with written text.
There's no shame in that. The key is to be honest with yourself and know whether or not written information is something that you need to either outsource to someone else or just try and do it yourself.
A lot of marketers outsource writing their content to freelancers on Fiverr or a similar type gig site. This frees them up to handle other areas of their business. You can find freelance ghostwriters directly on their websites using a search engine, or on a site like Upwork or Fiverr.
On Upwork, ghostwriters will be bidding on your project and you can evaluate their talent in their portfolios. On Fiverr, each of the freelance writers has their own profile that outlines the details of working with them.
They will charge by the word and you can often see some of the examples of their previous writing. Before you hire someone, you can communicate with them directly and iron out the details of the work.
If you're using text-based information, you want to create a unique slant.
Many marketers worry that most information is old and has already been done before. As long as you are offering a new take on the same old data, even merging two ideas together, it will serve as an interesting piece to your readers.
But don't just go to someone else's website, copy their content and then rewrite it. That can border on plagiarism - and a lot of marketers do it... it's not against the law or anything...
But in my opinion, you should try to avoid doing that since it's way more profitable to learn about the topic and write your own content.
Or you can get some private label rights (PLR) content on your topic and rewrite it in your own voice. That's a good way to get started as long as you do a thorough rewrite.
It's usually best to write in a conversational way, but not using slang that makes it even more difficult to read. You don't want to be so stuffy that the reader feels like they need a college dictionary or scientific journal to understand.
A good way to get a feel for the kind of writing you should be doing is to look at magazines and trade publications on the topic. Unless you're optimizing for the search engines, the length of the content doesn't really matter, as long as you write as much as the reader needs to understand the topic.
You want to avoid using fluff and filler in your writing. It needs to contain some solid information and then you can add your own personal take on it. As long as you know what you're talking about and add in your own voice, it'll probably be entertaining content for readers.
It's always a good idea to make sure it's well edited and polished before you publish it for the world to see. You can do this by either hiring an editor to go over your content, or using sites like Grammarly to ensure you don't have any glaring mistakes. If a customer brings it to your attention that there is a typo or error, simply thank them, correct the mistake, and resave.
Adding Images to Amplify Your Message
Using images to break up your content adds a lot and really helps keep readers engaged. You don't have to be a graphic designer in order to utilize images in your written content.
You'll want to add images to the posts you link to from Facebook or Instagram, since they look for a featured image to display automatically. Add the images you want people to see instead of social media sites deciding for you.
Plus it helps your posts show up better in someone's stream – and hopefully it stands out. You can use them within your blog posts, so that they break up the text, plus the image also shows up whenever someone shares your blog post on social media.
Images can also be used within the body of your emails. So if you are promoting a product to your subscribers, you can include a picture of the product within the body of your email and even hyperlink the image.
Another way to use images is to break up the bulk of the content within your info products and reports that you give or sell to your audience. Where do you find images to use in your online marketing efforts?
The first place many marketers go is to stock sites that have a wide variety of niche images. The two main free free stock image sites I use are:
Always check the rules before using images you find. You can get into serious copyright trouble using licensed images. It's better to stick with images I know are ok, if you ask me...
There are also paid stock sites that have a wider variety of better images that you can use in your online marketing efforts.
Lately I've actually been using images I get right from my Canva Pro account.
Another way to avoid licensing issues for sure is to take your own photos. If photography is not your strength, you may want to have someone take them for you or use an app that can help you spiff up the images for your marketing efforts. Or just search Google and Youtube for info on how to take better photos.
If you're in a niche where you're showing someone how to do something online, then you may want to take screenshots and walk them through the process. You can embed these images into your report so that as they're reading your instructions, they can see what you're talking about.
Whenever you use images, you can also use tools that will allow you to add branding to them where you showcase your logo or URL at the bottom of the image. You can also add quotes to the image that will motivate, inspire or inform your reader. There are free and paid image editing tools you can use to do that. I like to use Canva.com.
Do Podcasts Help Boost Your Authority?
Podcasting is a media format that has become very popular over the past few years. People like podcasts since they can listen to it while driving or doing other tasks. But it's getting more and more common for people to add the video element in as well.
Podcasts work really well for growing an audience, so podcasting has become a big thing. Nowadays, you can find podcasts that cover just about any niche topic.
And contrary to popular belief, podcasting does not require any special equipment. You may have seen videos of people podcasting in their own studio with professional sound equipment in a soundproof room.
It's fine if that's how you want to build your setup, but it's not necessary. You can use any decent recording equipment, including a smartphone, and record an episode of your podcast for your target audience.
As long as you keep background noise to a minimum, preferably eliminated, your listeners will be able to hear your sound advice and enjoy the podcast. Podcasting does not require any start-up money. As long as they can hear what you're saying loud and clear - and there is no annoying background noise, then it should be fine.
There are tons of podcast hosting and distributing sites you can choose from. You can get a podcast up and running very fast, and easy.
The great thing about doing a podcast is that it doesn't require you to work for hours on end. Most podcast shows average approximately 12 minutes, although some are shorter or longer in length.
There are some podcasts that are even 60 seconds long! Others last an hour or more. It's up to you how long each episode should last, but you should always strategize about a month's worth of shows in advance so that you know what you're going to cover on each day.
Some podcasters stick to a strict format that is always the same length every time, while others talk for as long as is necessary. If you don't want to do a podcast show all by yourself, you can partner with another marketer who is also in your niche.
Or, you can be the kind of podcaster who invites the guests on to your show to have discussions. Some podcasters also take calls from their listeners during the episode. Another thing you can do is allow your listeners to submit questions or commentary ahead of time that you discuss on your show.
One of the best things from an audience perspective about podcasts is that the audio allows them to multitask in their lives while they consume your information. They can listen to your podcast while commuting to and from work.
They can listen to it while they clean house or take a bath, while they exercise or simply relax. Even if you don't want to launch an official podcast, you can still use audio recordings in your business whenever you feel like giving your subscribers something new and different.
Making Videos When You Don't Want to Be on Camera
Many marketers avoid using video as part of their multimedia approach because they are nervous to be on camera. People don't want to be on camera talking for lots of different reasons. Some people are simply shy introverts that don't want to put themselves out there. Some feel like they're not good looking enough.
And of course, there are valid privacy reasons for many marketers to avoid making videos. The great thing about video marketing is that there are different ways to approach it so that you don't have to worry about putting yourself on screen.
You can use screen capture software to record something like a PowerPoint presentation as you speak. This would be perfect for someone who wants to approached their niche under a pen name and keep their real identity a secret.
You don't need any fancy equipment to create videos for your online marketing efforts. True, there are some people who have complete studios with green screens, lighting and top-of-the-line equipment.
But all you really need is nothing more than a smart phone and a clean space to record your videos. If you want to use screen capturing software, try something like Camtasia, Screencast-O-Matic, Loom, Vimeo... there are lots of them out there.
Whenever you start recording your videos for your online marketing, don't read from a script. This is a major mistake that many new marketers make because they don't want to mess up their speech and have to start all over.
However, reading from a script makes your recording seem stiff, and you want it to seem very casual like they're listening to and watching a friend. Instead of using a script to read, give yourself nothing more than a set of talking points.
These will be plenty to guide you through your thoughts and allow you to have a casual conversation with your viewer. These should be simple words or phrases to jog your memory and remind you of what you need to talk about.
Whenever you record a new video for your niche, you want to include a viable call to action at the end. Make sure that you encourage your viewers to share, like, subscribe, and comment. This type of engagement isn't automatic, but when you prompt them to do it, they will often take action.
Use Livestreaming To Deliver Extra Value to Your Audience
One format that some new marketers are a bit timid about is livestreaming. But live events and webinars, are not reserved for those with guru status – anyone can host one and share value with their target audience.
Webinars help you connect with your audience. Sometimes it's better to do a live event once in a while, rather than just sending text-based content out to your subscribers all the time. Doing live events gives your subscribers a chance to interact with you and talk about a specific topic.
It's also a great way to get some social proof working for you, if attendees can see that others are onboard and seeing you as a leading expert. Some people might be skeptical of your webinar at first, due to the fact that marketers have used this format to spam their subscribers.
And it's scary to put yourself out there like that when you don't have a solid following built up. The thought of getting ambushed by trolls in the middle of your livestream is awful, but if you have something good to talk about, that won't be a problem at all. The key is to provide real value
Then, if you're going to promote, do it at the very end. Make sure you get feedback from attendees to see how they liked it, and take questions so they feel as if their time and attendance was important to you.
There are quite a few different media formats to get your marketing message out there. Some people are more comfortable using certain media types more than others. That's fine, go with what works best for you, but it's always good to mix it up and use at least two different social media platforms.