How to Use Content Marketing to Grow Your Online Business and Build a Loyal Community
Have you tapped into this online business superpower?
In today's digital era, your online business growth relies heavily on the art of content marketing. But guess what? It's not just about churning out blog posts and social media updates.
It's a whole strategy using:
Different types of content
Short-term and long-term planning
Understanding your sales funnel.
It's about solving real-world problems, offering immense value, and connecting with your community using the words on your screen.
I'm Jillian Cadotte, a freelance copywriter for online community builders, course creators, and membership programs in the health and wellness industry.
In this blog post, we're diving into the basics of content marketing. I’m not only going to show you how to stand out but to grow your online business and create a fan base you can count on.
What Types of Content Will Help Your Online Business Shine?
The secret sauce to your online business success lies in creating content that:
Speaks directly to your audience
Solves a problem they’re struggling with
Provides education surrounding your product or service
Creates a sense of community around your brand
Boosts conversion rates
Some types of content to consider are:
Web pages. A search engine optimized (SEO) website is key to getting in front of your ideal audience. SEO combined with a strong marketing strategy will help you stick out in the sea of other health and wellness online businesses.
Blog posts. Blogging is still relevant and is a fantastic way to drive traffic to your website. A blog that speaks to your audience, is educational, and is SEO-optimized has a longer shelf life than social media. Write your posts using a conversational tone that’s friendly, informative, and fun! Your blog posts are like visiting an old friend at your favorite coffee shop.
Social media. This is an easy and more relaxed way to meet and connect with your audience. Here you can share bits of knowledge and invite them to explore other aspects of your online business.
Paid ads. Using paid ads on Google, Facebook, or other searchable platforms is one way to attract visitors to your website. This inbound marketing strategy helps you position your business in the exact place you want to be seen.
Visual content. Use eye-catching infographics, entertaining videos, and images to tell a story alongside your written content. These are like the flashy Billboards of the internet world.
Interactive content. Things like quizzes, polls, and surveys. They're the icebreakers of your online party. They invite your audience to start a conversation and look further into your online business.
User-generated content. Have you ever had a customer rave about your product? Encouraging your audience to share their story is another way to create word-of-mouth buzz and spur the interest of their friends and family.
Podcasts. Who doesn’t love a good podcast? This is a creative way for you to share content by educating your listeners on a specific topic, interviewing guests, or highlighting your product or service.
To optimize your content it's important to know how and when to use it to meet the needs of your audience.
Understanding the Basics of a Sales Funnel for Your Online Business
To start understanding what pieces of content go where it's important you understand the basics of a sales funnel. This helps you turn your audience from readers into buyers. To describe this journey I want you to imagine a giant funnel.
The top of the funnel is where people first gain awareness and discover your brand. It's like your first introduction to someone you've just met. If they like what they see, they'll start paying more attention and strike up a conversation.
To grab your audience’s attention, you may focus on their pain points, common questions, or brand awareness. Some top-of-funnel content may include:
Blogs
Social media posts
Podcasts
Lead magnets
Ads
After your reader is introduced to your brand, you need to guide them to the middle of the funnel.
The middle of the funnel is where you want to focus on building a relationship with your audience. Share something of value by educating, nurturing, and building trust with your prospect. Some examples include:
Email newsletters
Product demos/free trials
Case Studies
Blogs
Webinars
From here you need to lead them to the bottom of the funnel.
The bottom of the funnel is where your audience makes a decision on whether to buy your product or service. Use content to answer objections, create a sense of urgency, and lead your reader to action. The bottom-of-funnel content comes in many forms, but here are a few:
Personalized emails
Sales pages
Testimonials
Case studies
Webinars
A strong sales funnel provides a clear roadmap for your audience. Compelling content at each stage will help you take your business to the next level.
One of the best ways to help lead your reader through your sales funnel is by nurturing leads using an effective email marketing strategy.
Start Building Your Email List Before You Have a Website
Yes, you read that right!
If you only have the time and energy to do one thing to get your business off the ground I suggest you start building your email list – even before you have a website.
When you build your email list it's like sending out an exclusive invitation to your online community. Email marketing by far has one of the biggest ROIs you’ll find – an average of $42 for every $1 spent. That's why you should start building your email list and get the ball rolling.
You can do this by creating a landing page. A landing page is a teaser letting people know your website is coming and highlights what you have to offer. Make sure to include a form where people can enter their email addresses and be the first to see what's up and coming.
Another way to get your audience to subscribe to your email list is by creating an irresistible freebie or lead magnet with a ton of value. This could be an:
Ebook
Checklist
Quiz
Free trial
Video
…and more. Not only does it help your audience solve a problem they have, but it’s something they’re willing to exchange their email address for.
Regardless of whether you have a website or not, it’s important to share your landing page and freebie. To do this you can use social media or other top-of-funnel content to guide your audience to sign up for your list.
When someone signs up for your email list, you're invited into their virtual living room. Take the opportunity to engage them in an intimate and connection-driven conversation.
People buy from someone they know, like, and trust. This is what your email list will do.
Use the Power of Email Marketing To Grow Your Online Business
When you get your first subscriber (even if it's your mom 😉), it's time to send out personalized messages to start nurturing your audience. One way you can do this is by starting off with an email welcome sequence.
An email welcome sequence is a series of at least three automated emails that kick off when someone joins your email list.
Think of it as a greeting to your brand. It starts to nurture your relationship with new audience members and keeps them engaged. It sets the tone of your business relationship and what they can expect from you.
Your welcome sequence creates an enjoyable and inviting experience. This entices your subscribers to open emails from you in the future. Like when you launch a new course or membership program.
From there, sending out regular emails to help nurture your audience will help you grow a healthy online business.
Content Marketing Is Your Online Business Superfood
Content marketing is a powerful tool in building a successful online business. It helps you create connections and develop relationships with your audience. Sprinkle in a bit of personality, mixed with strategy, and you have the key to reach your business goals.
It’s about:
Creating fun and valuable content
Planning for both short-term and long-term success
Establishing a solid sales funnel
Using email marketing to build a strong relationship with your audience
Using content to build a loyal and engaged audience takes time, but it's time well spent. And I'm here to help you build your online business in the health and wellness industry.
Get started by signing up for my email list below. You can expect simple marketing strategies, copywriting hacks, and tidbits about entrepreneurship to help you propel your business forward.
You’ve got this!
