Today’s guest post on successful content marketing for authors comes from my friend Carolyn of Bad Axe Enterprises. I’m thrilled because I learn a lot from every interaction with Carolyn, and this blog post is no different. Grab your favorite note taking tolls and settle in, because this is going to be GOOD.

Happy writing nerds.

Amanda

The phrase “content marketing” is everywhere right now, but what is it really? And how can you use your skills as a writer to create value-laden content that propels your creative pursuits?

Well first, let’s explore what content marketing is. As defined by Uncle Google, content marketing is:

"a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services."

How dry sounding!

Think of it this way instead: what types of things can you create to share online that serves your readers or clients and demonstrates your expertise as an author?

Likely you thought of a few videos, social media posts, or blog topics that could achieve those things. That's content marketing!

Shifting your mindset from viewing content as a chore to viewing it as one of the services you provide potential readers or clients can totally change the way you create online media.

Strategic Social Media

Being strategic with social media content is one of my strongest skills. That’s because I have changed my focus from “creating content that performs well” to “creating content that serves well.”

On social media, I’m not terribly concerned about the quantity of eyes that see my posts, I’m more concerned about the quality. It’s about getting the content you make in front of the right people. So, how do you do that?

Think of each post you make on social media as if it is a plot point in a story, then ask yourself: “How does this plot point direct the reader to the end goal or climax of our relationship?”

For example, posting a picture of my dog on my business social media page may result in a flood of likes and comments, but sharing my pup on my feed doesn’t anything towards helping me reach my end goal of having folks work with me.

Just like a good story, you’ll need to be strategic with the content you are sharing on social media.

Valuable Videos

When I say “value” I do not mean discounts or coupons. I mean things that strike at your brand’s core values as well as the values of your audience and readers. When creating videos as a part of your content marketing plan, start the process by thinking of what specific value you want to provide to your audience.

Amanda does a great job with creating value-filled videos, so I’m going to pick on her as an example. With her First Chapter Friday YouTube series, she is creating content that helps her viewers engage their minds, teach their students, and explore new books. All of those things are values that both Amanda and her audience share!

Exercise your Expertise

Content marketing is the ideal place to establish yourself as an exceptional ________ fill in the blank with whatever it is you do best. Do not shy away from creating content that shows you off in a great light!

To begin, ask yourself:

What do I want to be known for?
What skills do I have that I want to share?
What is my end goal for my audience? Or, what do I want them to do after seeing my content?

The answers to those questions are going to help you come up with value-filled pieces of content that flex your skills in a way that leads your audience to the desired outcome. Keep in mind, if your desired outcome is poorly defined it becomes very difficult to leverage!

Let’s use my brand as an example again. One of my main goals for my business is to attract folks that are ready to learn how to be strategic with their marketing to my online courses. To do that, I need to be creating opportunities for folks to learn from me in my content.

Doing this establishes me as an expert in my field, as well as gives folks a sample of what my teaching style is. If they enjoy learning from me for free in my social media content, they are already warmed up to the idea of learning from me in a more intensive, paid setting.

Reuse and Recycle

Content marketing is not about constantly creating new pieces of media to put out into the world. Be clever and resourceful with your content: reuse and recycle it!

Prioritizing the types and topics of content that will be the most impactful to your desired outcome is absolutely imperative to your success in content marketing. At first, it will take some experimentation and playfulness to see what things your audience is hungry for. Once you have an idea of what they need from you, start recycling your content!

A video transcript can easily become a blog post, an email campaign, and an edited down social media caption. That’s at least four pieces of content from one original idea! Not to mention all the ways you could chop up that original video for shorter pieces of content.

When you are developing your content marketing strategy as an author, you do not have to stress if you stay laser focused on what really matters: your audience. Serve your audience well, and the rest will follow over time.

The bottom line is that no matter what content you create, it’s about taking good care of your people in the end.

Interested in learning more about being intentional and impactful with your online marketing while respecting your mental health in the process? Join Carolyn’s free community Bad Axe Biz Club to learn and grow with other passionate folks like yourself.

Carolyn Zick is the Founder of Bad Axe Enterprises , the Cofounder and Community Builder of AMIDST Magazine, and a super nerdy fiber artist who lives on a hobby farm. She is a multi-passionate geek who loves art, community, and being social. Connect with Carolyn in her free online community in the AMIDST Creatives Community or on LinkedIn.

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