how to stay relevant and get cients as a freelance web designer
TRANSCRIPT
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Content marketing is how you stay relevant and get new
clients
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Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
Demand Metric
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Every single one of you is a media company… If you’re not producing content, you basically don’t exist.
Gary Vaynerchuck, VaynerMedia
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But, what kind of content?
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Too many people have no strategy
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And just produce content randomly
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And get random results
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To dominate, you need a strategy
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And one that covers all the important parts of your business
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Here’s the 5 layers of content you should be producing
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Layer 1: Sales Content
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Layer 1: Sales Content
Your “buy my stuff” content
Always created first (be disciplined)
Optimization is the name of the game
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Layer 2: Branding Content
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Layer 2: Branding Content
Tell your larger story to your community
Create loyalty because of WHO are
Stand for your community’s values
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Layer 3: Topical Content
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Layer 3: Topical Content
Your “how-to” educational content
Create loyalty by helping non-clients
Give “results in advance”
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Layer 4: Interest Content
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Layer 4: Interest Content
Content filling your clients’ other interests
A golf magazine for lawyers
Your advertorials spaced throughout
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Layer 5: High Concept Content
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Layer 5: High Concept Content
Your pitch stated as concisely as possible
Designed for mass appeal
Think “Super Bowl Ad”
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The first 3 are mandatory
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The last 2 are how you dominate
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John MorrisCEO, Idea Engine LLC
Come say hi!
Twitter: @jpmorris
Facebook: /johnmorrisonline
YouTube: /johnmorrisvideo