In ecommerce these days, a good content marketing strategy is key.
To give your audience a reason to engage with your brand beyond just your products, you need to be a part of the conversation that is already happening in your market.
I sat down with Dennis Yu, CEO of BlitzMetrics and a super smart guy, to talk about content marketing…
And he shared his formula for creating engaging content that builds your personal brand, your company brand, and increases sales.
Here’s what Dennis had to say.
The Bridge Between Brand and Sales
A lot of people — motivational speakers, authors, coaches, entrepreneurs — are trying to build their personal brand…
And a lot of other people are trying to grow their company by driving traffic and generating sales.
But there’s something that brings these two groups together.
When you have a mission (i.e., something you stand for), and you have a product that you sell, the bridge between driving brand and sales is engagement.
The “3×3 Method” for Content Creation
Here’s a trick for creating engaging content that will bridge you personal brand and your company brand.
You start by creating a 3×3 grid of what you stand for personally. Each of these 9 squares is going to represent a one-minute video: You’ll have 3 “why” videos, 3 “how” videos and 3 “what” videos.
Your “why” videos are things in your life that inspired you to create goals and take action. For me, when I was 18 I wanted to compete professionally for Nike, so I dropped out of school to pursue that goal (true story).
Your “how” videos are how you went about achieving that goal.
And your “what” videos are what your company offers as a result of that journey. How you share your learned expertise through your business.
Now take those 9 videos and put them on your personal Facebook page (or your Public Figure page).
Next, you create another 3×3 grid for what your company stands for. Another series of “why,” “how” and “what” videos that you’re going to put on your Facebook business page.
Because when you show that your personal goals are in alignment with your company goals, and you’re able to use social media to tell your story passionately, then people will buy into your vision.
That’s why you start with your “why” — why you do what you do. People buy your why. They don’t buy what you sell.
And when you can share your journey in a progression of 3 “why” stories, 3 “how” stories, and 3 “what” stories…
Then you create a natural continuum of building relationships.
Turning Your Content Into Evergreen Marketing
Next, you use remarketing to direct people through your sequence of videos.
When you collect an email, when someone watches a video on Facebook, when someone is pixeled on your site…
All these people go through an evergreen sequence of your personal content, and that creates amazing power because your personal brand gives power and awareness to your company, which is where people buy.
That’s how you bring the two together; that’s how you go across platforms like LinkedIn, Facebook, YouTube, Twitter, etc.
You’re always looking for the next step in the relationship with your customer, and this 3×3 evergreen marketing strategy helps you build that relationship continuously.
Engagement is the most important thing that marketers can focus on. It’s how we can compete with larger brands, and how we’re going to win in the long run.
Ultimately, your strength as a brand is the sum of the positive and negative relationships you build with your customers, your community, and your employees over time.
That is your long-term competitive advantage.
0:25 The bridge between driving brand and driving conversion is engagement
0:36 Create a 3×3 grid of what your company stands for
1:38 When you show that your personal goals are in alignment with your company goals, people buy into your vision
3:36 When you have your goals, content and targeting, that goes across every channel
4:14 Your strength as a brand is not what you say, it’s the sum of the positive and negative relationships with your community
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’ mission is to provide education at no cost to students.