Dear Byron: Can You Help Sharpen My Marketing Vision for Magoo’s Magical Monoculars?
My company, Magoo’s Magical Monoculars, manufactures and distributes handheld mini-telescopes that help consumers see only the best things in life. Inspired by rose-colored glasses, our technically advanced lenses show only the beauty and hide all the truth. Our extensive line of monoculars can bring sunshine on a cloudy day, and even make you better looking when you gaze into a mirror. We have even introduced a new model for 2020 that blocks out politics!
While our company’s vision is still clear, our future looks a bit blurry. It seems our marketing team was a short sighted when it came to our online presence and had not developed any content to give potential customers the best view possible of our extensive line of monoculars.
Can you help us see the light at the end of the marketing tunnel?
J. Quincy Magoo,
CEO, Magoo’s Magical Monoculars
Dear Mr. Magoo,
Thanks for your email – I’m glad to help bring your company’s marketing into focus. Let’s break this down into 5 easy steps.
1. Understand your target audience
Find out what catches your target audience’s eye. People traditionally use monoculars for bird watching, hunting, travel, sporting events and astronomy, for example, so most monocular manufacturers focus their content marketing on natural beauty.
Your consumers, on the other hand, will use your lenses to see the bright side of a rubbish heap. To attract their attention, you will need to develop highly personalized content that appeals to their deep-seated need for an aesthetically pleasing world – simply pumping out random garbage won’t do the job. You can get to know your consumers through surveys, social media interactions, and even focus groups.
Once you have a clearer picture of your ideal customers, create a list of topics that will appeal to them and keywords that they will be likely to type into a search engine this year. Topics should focus on what your audience needs and wants to know in 2020 – your new line of politic-blocking monoculars is a good start.
2. Produce great content
Start out with some evergreen content that stays readable and relevant for months or even for years to come. Some content formats, such as listicles, frequently asked questions (FAQs), product reviews, tips and how-to articles, usually have a long shelf life.
Here’s a few topic suggestions that might draw attention to your innovative product:
- Take Your Magoo’s Magical Monoculars to See the Beauty in these 3 Popular Landfills
- Top 3 Dangers of Using a Monocular at Night
- How to Use Your Magoo’s Magical Monoculars to Improve the Appearance of Your House, Family
Of course, you will want establish yourself as a thought leader in delusional eyewear, so you will want to write some blogs and articles about breaking news, trends, and current events that come to light in the next year.
High quality is always in style. In its Search Quality Rating Guidelines, Google defines high quality content as highly useful to the reader, relevant to the reader’s search intent, and a high level of expertise, authoritativeness, and trustworthiness (E-A-T).
There are high E-A-T pages and websites for even the most lowbrow topics. In order to maintain the optic of having a high level of expertise, authoritativeness and trustworthiness, the content’s author should be an expert in the subject. High E-A-T medical content should be the work of doctors, nurses and other trained medical professionals, for example, and legal content should come from lawyers, JDs, paralegals and others with a background in law. Your company may benefit from guest writers, such as Charlie Brown, Eric Idle and Eeyore, who might have used your product to gain a more optimistic view of life.
Consider using longtail keywords, which are three- and four-keyword phrases, which can help you stand out from the crowd in search engines. Your longtail keywords might include “best optical for optimism,” “lenses for silver linings,” and “glasses for greener grass.” Be sure to weave these same longtail keywords into your content to rank higher on search engine results.
3. Get social
Social media is a great place for people who want to escape the real world. Pew Research Center says that approximately 72 percent of American adults use social media, including Facebook, YouTube, Instagram, Twitter, Reddit, and Pinterest. Facebook is especially popular, with nearly 70 percent of adults engaging in that social media platform. About 74 percent of Facebook users check it at least once a day.
Develop some go-to hashtags that make it easier for qualified customers to find your brand on social media. Hashtags might include #BrightSideOfLife, #GlassHalfFull and #MakingLemonade.
4. Be prolific and consistent
Be prolific – having a ton of high-ranking content means you are seeing more customers at your website. Create a content creation calendar that pumps out high quality content at a steady pace.
Be consistent. Consistency gives your brand a reliable, recognizable voice, style, and outlook. Companies that maintain a consistent brand are worth 20 percent more than those who do not. Creating a content marketing strategy for the entire year will help you develop consistency, as will selecting the right topics for your brand’s calendar and maintaining a dependable tone and personality across channels.
5. Get a realistic view of your marketing efforts
While your Magoo’s Magical Monoculars may make landfills and in-laws look better, they may not give you a realistic view of your marketing return on investment (ROI). You can calculate your company’s content marketing ROI by comparing the amount you spent to produce and distribute the content with the amount of sales that result from the content. If you fork over $500 to create a piece of content to attract leads worth $2000, for example, then your ROI on advertising your monoculars is 300 percent.
Be sure to take a holistic view of your content marketing efforts and return on those efforts. No single blog, web page, social media post or hashtag is 100 percent responsible for your ROI – each is simply an interconnected piece of the marketing puzzle. Each piece of content marketing must fit neatly in its place, and must work with other components of your marketing strategy to paint a rosy picture of your product.
Thanks again for contacting me, Mr. Magoo. For more information on sharpening your brand’s marketing view with consistent, high-quality content, turn to the content professionals at WriterAccess.
Lynn H has been a professional writer, providing exceptional content online and offline, for nearly 20 years. In that time, she has penned thousands of articles for doctors, universities, researchers, small businesses, nursing organizations, sole proprietors and more. She writes everything from blogs to white papers; her specialty is putting complex scientific concepts in simple terms. She specializes in medical writing, creating informative and engaging content for professionals in medicine, dentistry, nursing, pharmacy, medical manufacturing, chiropractics, optometry, emergency care, plastic surgery and others.