Content marketing generates 3 times more leads than outbound marketing and costs up to 62% less. It's cheaper and more results oriented. And at the heart of every successful content strategy lies not only the brain behind its execution, but the content itself.
This is what makes content the driving force of the Internet. Search engines and social media sites exist largely because of the content.
Today, more than half people aged 18 to 49 years draw their news and information from the internet and this number increases. When you create content that your target audience devours, they will fall in love with you and your brand.
How exactly is it?
There are four ways to use the content for creating a personal branding.
1. Run Webinars
Webinars are the future of digital communication. A webinar allows you to show participants who you really are. It will impress them or push them away.
The 2017 Content Marketing Repository Report reveals that 58% of marketers use webinars as a content marketing tactic.
You can use webinars to generate leads, followers, build credibility, increase brand awareness, and drive sales. You can answer questions from participants in your webinar to demonstrate your expertise.
What I personally like about webinars is that effective webinars educate the participants first and foremost. It's much more than just launching and selling your products or services.
Source: Crowd G2
Creating and running a webinar is not difficult. An avalanche of webinar apps that you can choose from with high-end features. For example, ClickMeeting lets you educate participants while helping you create, manage, save, and promote your webinar like a pro. You can even stream live your webinars directly to your YouTube and Facebook profiles to maximize the reach of your subscribers.
Source: Click Meeting
When you have finished your webinar, you can edit its content for your blog, social media, or create multiple videos to share with your audience.
In the end, a single webinar provides you with several types of content in addition to strengthening your brand.
2. Blog still
For many people, the easiest way to create content to demonstrate their expertise is blogging . A blog will help you to be seen and heard. According to HubSpot marketing professionals and blogging companies consistently get 67% more leads than their non-blog counterparts.
Indeed, a blog allows you to connect on a personal level with your audience. And it helps your audience to better understand you and your brand through your tone of voice.
That's why it's important to create a blog in a niche for which you are an expert. This will help you to produce high quality content . For example, if you are not a software developer and do not know anything about improving technical performance with containers, you have nothing to write about it. If you are not an SEO expert, do not try to post content related to enterprise SEO tools .
Limit yourself to being an expert or passionate so that your blog can make your brand trustworthy.
When you think about it, some of the biggest companies on the Internet had or still had an individual who was or was the face of the business because of the content. I can easily think of Neil Patel for Kissmetrics, now gone, Rand Fishkin for Moz (now at Sparktoro), Kevan Lee for Buffer, Greg Ciotti for Helpscout, Steli Efti for Close.io and many more. . The creation of credible and worthy content has not only helped them to create these companies, but also to create their own brands.
So it makes sense to try to keep your content or your contacts for a while. This will help showcase and develop your brand, while also helping content users to create their own brand. Win-win.
3. Contents of the Curate
So far, many marketers thought that Content Retention was a lazy content creation tactic. You know, you do not create exactly new content here. You only share content created by other people.
But over time, with many success stories from people who have built their brands and empires online through content retention, these opinions have changed. If you still have such views, it's best to delete them now. Because curation of content is hard work.
Every day, more content than we will ever consume is created on the Internet. When you regularly take the time to browse the Internet to share invaluable information, trends and information, you will end up becoming a reputable source of useful information in your niche. Thus, you will build a brand of value.
4. Writing a Book
Have you read J. K. Rowling's story? If not, read it here and you will realize the importance of writing a book in an area you love.
One good book is enough to create a first-class personal brand. No, not everyone will become a famous author like Rowling, but here's the bottom line: quality content will never disappoint you.
Even if your book does not become the bestseller (it is likely it will not), you will still have the opportunity to show your book to people. There are also other advantages: you will carry the sophisticated title of author and will always be able to present you as such or add it to your biography in your posts. In many circles, it's instant credibility. Here is what I mean:
You can also proudly mention that you are an author in your resume, sharing a link to your book in posts, bios of posts and podcast notes whenever you make an appearance on them . Here's an example of a link to an author's book on a podcast show:
There is a link to the book discussed during the episode and a link to the other books of the author
It's not everyone who has published a book. If you have one, it means you know your niche well – you are an expert. And that's all the interest of this piece.
Again, you can use the content of your book on your blog, social media and other sites to develop your brand and even your email list. With foresight and proper planning, writing a book opens up a world of possibilities.
Here's what you can do to build your brand in a few words.
Start a blog, then start webinars. Use your blog's webinar content as blogs, and once you have enough content on your blog, you can write a book. Or you can follow the path of content creation specifically named "stand on the shoulders of your niche giants".
The question you have to answer to determine your trajectory is: do you have time or money or do you have both?
Your answer will determine the easiest and most feasible path you should take. And I hope you choose the right path, because it can hurt your brand.