Simple Content Marketing Strategy – Jeff Bullas

 In Concepts, Markets

Jeff Bullas always amazes me. He writes simply, but consistently. He’s attracted a following far beyond the normal blogger and contributes a wealth of insight into the field of content marketing. Below is a recap on Jeff’s most recent blog. It’s worth jotting down, and JeffBullas.com is definitely worth visiting time and time again.

Jeff blogged about a pool company that was literally “drowning” … River Pools. They used content marketing to bring their company back to life. It all started very simply, but to date they are the number one pool company. .

Build Content

1. Listed all the questions their clients asked everyday
2. Turned those questions and answers into articles on their blog
3. Took those articles and made them into a free ebook
4. Collected emails when people downloaded the ebook
5. Kept answering questions (content) and informing and updating potential customers via email

1. The questions

The questions were broken into 4 categories.
1. How do I find the right pool shape?
2. What options and accessories should I consider?
3. Should I consider a DIY installation (self installation) or use a pool contractor?
4. How do I find a reputable pool contractor?
5. How can I ensure I am getting a fair price?

2. The blog

They then decided to unlock the answers from their grey matter and made it public and put it online on their website blog. Many of us fall into the trap of keeping the information to ourselves. You need to make your content free and easy to share online. This is called “liquid content”. It needs to be free to flow and roam across the web.

3. The eBook

Their ebook is only 16 pages and 5,500 words. It’s not “War and Peace”. They created it from the blog posts that they created over time. So plan ahead and write an outline of your ebook and then turn that into a series of blog posts. This is called re-purposing of content. It isn’t complicated it just requires a bit of planning. I am sure you have written longer essays at high school!

4. Built an email list

River Pools knew they had to build an email list in 2008 and today on this social web it is still as important. It is one of your most important digital assets. You own it. They collected an email address from every ebook download.

5. Use your email list

They also used that list to keep communicating with those potential customers. So when they were ready to buy, the River Pools brand was top of mind. When you are creating educational content you can send emails every time you write a new blog post. You are not restricted to that “monthly” newsletter.

The opportunity

In many traditional and what can sometimes be seen as boring industries, you can stand out just by solving your customers questions and problems. Remember, no one cares about you and your products… it is what your products and services can do for them.

Visit: http://www.jeffbullas.com for more great tips on Blogging.

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