Make Content Marketing Work For You With Pascal Fintoni [Episode 29]

Content marketing is everywhere! It's the main focus for a lot of digital marketers and it's easy to see why.

Creating amazing content and fitting it into your marketing strategy can not only build brand trust and position you as an expert in your field, but it can also massively increase conversions (we like the sound of that!).

Here to share his top tips on creating and managing your content is the brilliant Pascal Fintoni…

 

 

 

• Over the last couple of years, people have been trying to automate content marketing, it’s human nature to try to do this – but in the process, we are seeing fewer results.
• The point I like to emphasise is that content marketing is not here to serve sales and marketing, it’s here to serve reputation management.
• When we think about reputation, I try to showcase three qualities via the internet. Your communication skills, your common sense and your customer service.
• I predict a big transition right now – I predict that customer service will take over the running of content marketing within the next 18 months.

 

 

 

• If we go back to basics, we are trying to establish trust and become a trusted supplier in a busy marketplace.
• The aim of content marketing is to be seen and heard being helpful.
• If you can be seen and heard being helpful before someone becomes a customer, whilst they are making their decision to do business with you then you are truly using content marketing to its fullest.

 

 

 

I always break down objectives into three main categories:

• Commercial objectives – increasing sales, increasing enquiries, increasing goodwill.
• Operational objectives – reviewing the processes you have in place for content creation for the before, during and after processes.
• Personal objectives – You need to stretch yourself as content creators and content editors. Start trying new things and grow as much as you can.

 

 

 

• This decision is very important because you don’t want to waste time in the pursuit of content.
• I like to put a system in place where you can share your time between two different main areas of content.
• The first is promotional content, designed to convert someone who is interested.
• You should provide information about your products and services, you can showcase studies to show evidence that you’ve done this before, you should also put forward your team so people can get to know you.
• The second is social content, this is there to create interest for the before and during stages.
• We’re lucky with social content because we know that there are four categories of social content that works best.
• There is the industry news roundup (industry of your customers), sharing advice and answering questions, showing what you’ve been up to, and offers and free downloads.

 

 

 

You should measure the following key performance indicators:

• Your visibility status – how many people are seeing your content.
• Credibility – what is your content doing to make your audience believe in you.
• Interactivity – you have to give access to your information and you have to be seen and heard being helpful.
• If you don’t keep track of these things and improve them when needed, you’ll struggle to convert.
• In terms of achieving visibility, you must be adding your content to other people’s platforms. Once you are guest contributing on other platforms you can start measuring traffic, downloads, conversion and website performance.
• 90% of your content should be on someone else’s platform and 10% should go on your own.

 

 

 

• Firstly, you should know yourself as a creator and be proud that strength, forget about what you can’t do.
• Secondly, it’s so important to know your ‘blogging clock’. Know the times of the day and the days of the week that you produce the best content.
• If you’re an early morning person then don’t try to create late at night, and same the other way around – it just won’t work.
• Also, if you’re an employer it’s really important to talk to your content team and find a way of being flexible around their blogging clocks.
• Thirdly, it’s good to think about creating content in a series. Find a theme or a problem and explore that problem thoroughly over a series of articles or posts. The best bit is that once you’ve created your series you can turn it into a great e-book which turns into the free download we mentioned earlier.

 

 

 

A book that you would recommend…
Rise of the Youpreneur by Chris Ducker.

What is your top success habit?
I start every day in silence so that I can think and note down ideas.

Who do you look up to?
Steven Spielberg

What are your favourite apps right now?
I use Flipboard for my content curation. I also use ContentGems to curate content through keywords. For creating animations for images and text I use Quik which is wonderful and easy to use.

Here’s the big one…who do you like more, Rob or Kennedy?
I think we should all go on a road trip and then at the end, I can make my decision.

Finally, where can folks go to find out more about you?
You can google my name, Pascal Fintoni and you can find my website, my Twitter or LinkedIn and as I said earlier I love a phone call so, by all means, grab my number online and get in touch!