Content and Content marketing

What is content? What is content marketing? Content and content marketing can be described as the art of communicating with your prospect, customers, existing audience, target audience by creating something your audience and customers can both enjoy and learn from.

Content can take the shape of video, blog post, an ad copy to engage with customers, or a social media post. You have to adapt your content to the format of the platform you are posting your content on.

For example, you wouldn't post a blog post on YouTube, even though you can post a video on your blog. You wouldn’t put a 2500 word blog post on twitter although that is possible on Facebook.

What is a consumer? The consumer is the entity using the product or service you are offering. The consumer can also be referred to as the user. The consumer includes your online community on social media platforms that consume your content, it includes your ideal customer, it includes other businesses that use your product if you are a B2B business.

 

Consumer can be the intended person for your product, services, or business. It can also be the person who exchanges value with you and your business through finances, time or other means of value exchange.

What is consistency? Consistency is being regular with whatever you are doing. So, in the online community, consistently in terms of YouTube could mean regularly uploading content on YouTube instead of uploading whenever.

 

Consistency on podcast could mean regularly uploading new podcasts weekly or monthly or whatever frequency you choose instead of once in 6 months. Consistency with blogging could mean regularly pushing out blog content on the time schedules you have set for yourself instead of blogging once in a blue moon.

 

You always hear things like consistency is key. This is so true because if you continue to do something over time, it will have a compounding effect and everything will continue to grow on top of each other over time. If you do something one time, there is no compounding effect and there will be no growth.

 

That is why in the beginning, when you first start doing anything like blogging, YouTubing, podcasting, you have to keep at it for a long time to see any real results. If you are a small youtuber, blogger, podcaster, have patience and continue until your results speak for themselves.

What is community management? Community management involves managing your online community. Managing your online community could involve responding to comments and questions on YouTube, using twitter for customer service, responding to questions on your Facebook group, replying to comments on your Instagram posts.

Community management revolves around interacting with your digital community. A community manager or social media manager for a business could be responsible for interacting and engaging with the online community of that brand.

Cohort

What is cohort? Cohort refers to characteristics, events, factors, experiences shared by a group of people. In short, it means a group of people who has something in common.

This similarity that this group of people share can be used to create market segments. These factors and experiences that they share can be used in ad targeting and retargeting.

Cohort analysis/testing

What is cohort testing? What is cohort analysis? Cohort analysis or testing is a practice that aids in the determination of behavioral nature of a cohort over time.

This can be used to see and understand patterns exhibited during the life-cycle of the customer also known as the customer journey. Cohort testing implies collecting, storing, and segmenting historical data that can then be analyzed to draw conclusions or be used to make marketing decisions.

Clickbait

What is clickbait? Clickbait is an enticing image or text that is designed to invoke your natural sense of curiosity. Its intended purpose is to get you to click on a link, read a message, or view something.

While click baits are effective, if your content does not match the title that got people to click in the first place, it will hurt you and your brand.

Click To Conversion (CTC)

What is click to conversion? Click to conversion is the number of people that click on your link vs the number of people that took the action you intended.

For example, in continuation of our previous email sent. Let’s say out of 1000 people that clicked, 120 people made a purchase. This is how you would do the math. 120/1000 = 0.12. that means that your click to conversion rate is 0.12*100 = 12.0%.

What is click through rate? Click through rate is the number of people that click on a link vs the number of people that saw the link.

For example, if you sent out an email with a link to 5000 people, 4000 people open the email and read it. That means that 4000 people saw your link and let’s say 1000 people clicked on the link.

 

This is how the math is done. 1000/4000 = 0.25. This means that you have 0.25*100 = 25% click through rate.

Call To Action (CTA)

What is Call to Action (CTA)? Call to action is basically telling people what they should do next. Call to action could be telling people to call you, to read more, to download something, to buy something, or to take any other action you want your audience to take.

Example of call to action would be telling people to subscribe to my YouTube channel at the end of my video, telling people to download free e-book and videos at the end of my blog, telling people to subscribe to my podcast. That is the call to action that I am giving my audience.

Brand

What is a brand? A brand is all the things that sets a business or individual apart from its competitors. A brand could include the name, customer service, design, logo, features, products, services, character, believes, of a business. Brands are not just for businesses, individuals can also build what is called a "personal brand."

A personal brand usually represents what you are known for, the type of audience you have, what you believe, the niche or community that you serve, the type of content you create, the products you promote, and any thing else that is publicly and privately associated with you and your name.

When it comes to businesses, you might hear things such as name brands or designer brands vs generic store brands. This simply means that the name brand is a brand known for a certain type of product or certain quality of products. For example, Tesla brand is known for electric cars not just your everyday car. Contigo brand is known for high quality metal water bottles, not just your generic water bottle.