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6 Ways Keynote Speakers Can Use Content Marketing to Make an Impact

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6 Ways Keynote Speakers Can Use Content Marketing to Make an Impact

Content marketing is an effective way to market yourself.

As a keynote speaker, it’s crucial that you are able to get your name out there to the right people, and content marketing is one of the best ways to do that.

You may assume that it’s more expensive than traditional marketing, but the data says otherwise.

According to this study, content marketing is 62% cheaper than outbound marketing, and it gets you triple the leads.

If you know your audience (the people who hire you for engagements, for example), plan your content, recycle your content, know your direction, and know your goals, then you can make more of an impact and generate more revenue..

Follow these six tips to use content marketing as a keynote speaker.

Know Your Audience

Don’t assume you know everything about your audience.

You may find variety in the folks who hire you for speaking engagements, or the professionals who take your online course or buy your book.

Factors such as their age, gender, location, and occupation are important to know when you’re determining what kind of content to host on your website.

Surveys and buyer persona templates can help you get a good idea of your audience’s needs, wants and desires. Then, you can tailor your content to them.

One great way to maintain and grow an audience is to find out what kinds of problems they are experiencing and create blogs or videos that show how your products/services will solve these problems.

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Plan Your Content

Use an editorial calendar to organize your ideas and blogs.

WordPress has an editorial calendar plugin, or you can try Google Calendar or Trello. 

Begin by determining how often you would like to post content. Once a week is a good number to start with.

Brainstorm your audience’s problems and needs, and come up with ideas that speak to them.

Keep in mind factors such as special dates, holidays, industry events, etc., where you can post something relevant.

Recycle Your Content

Don’t think that you have to create new content every week. You can save time and effort by:

  • Repurposing content. If you have an ebook about leadership skills, create a checklist. Got some great video clips of your best tips on networking? Use them in an email course.
  • Reusing articles. Take your best articles on sales skills and put them together in an ebook.

Here’s another valuable tip:

Keep repurposing and reusing in mind when you create new content. Know what you want to do with the material ahead of time so you can easily repurpose it later.

Know Your Direction

Let’s say you have some great content already created.

The next step is figuring out how you will implement it. Meaning, what impact do you want to make?

Using your content strategically is as important as the quality of the content.

You need to understand where your different kinds of content fit into your audience’s buying stages.

Categorize your content based on which phase of the sales funnel (outreach, conversion, closing, retention) it belongs to.

  • Outreach and conversion could include things like social media posts, informational videos and infographics. In other words, content that will get people’s attention and explain what you’re all about.
  • Good content for closing can include reviews and questionnaires.
  • If your goal is retaining, then try exclusive offers and discounts to encourage people to keep coming back.

Know Your Goals

It’s important you define what success is for you.

Obviously revenue is important, but it’s not the only measure of success.

Look at factors such as:

  • How much website traffic has increased.
  • The quality of leads your content is getting.
  • The levels of user engagement on your site and your social media accounts.

Take all these factors into account when you determine your return on investment (ROI).

Final Thoughts

Content marketing can be a great way for keynote speakers to bring in new prospects, leads and customers.

But they should be employed correctly in order to be effective.

Knowing your audience, planning content, recycling materials, defining your direction, and creating goals are all important steps.

Creating a buzz and getting your name out there is critical to any business, and keynote speaking is no exception.

Use these tips to fully realize content market’s potential to bring in new and interested people.

What aspects of content marketing have you tried, and what success have you had?

Grace Carter

BIO: Grace Carter is an editor at PaperFellows and Australian Help services. She also manages the content marketing team there. Grace worked a couple of years as a business coach at BigAssignments and helped improve public speaking skills.

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