An Overview Of Methods Proven to Scale Up an Online Blog with Content Marketing
By Tom Seest
Because of the sheer volume of content that you need to be competitive in the online marketplace, many entrepreneurs become overwhelmed and underproductive. Not only do they struggle to keep up with the competition in generating enough content to cater to the needs of their followers, but it all begins to blur together and becomes difficult to keep track of and stay organized the longer you’re in this business.
Content marketing is made up of all of the multimedia formats and strategies you will be using to reach and serve your audience. Some people only learn one method and repeat that process over and over again without impressive results.
Not only do you have to be consistent with your content creation, but you have to come up with high-quality concepts in an effort to not only stay relevant but to dominate over your competitors when you are vying for the attention of consumers.
Today’s digital landscape is made up of thousands of half-hearted attempts at content creation. Many people simply don’t have the time or talent that is required to do the job well. Not only do you have to immerse yourself in the task of writing or recording the content, but you also have to spend time brainstorming ideas, researching, editing, and publishing.
Below, you are going to find 17 methods that you can use to scale up your content marketing process, encompassing all of the many facets involved in this one broad strategy.
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Table Of Contents
- What Are Some Quick Ways to Find Content Ideas?
- How to Streamline Processes with Content Organization and Tools
- How to Have Content Creation Optimization Batch Work Created Ahead of Time
- How to Leverage Strategic Combination Content
- How to Give Content a New Demographic Slant to Expand Market Reach
- How to Repurpose the Location of Published Content
- How to Turn Content Into New Media Formats
- How to Use Artificial Intelligence Tools Ethically to Increase Content
- When to Change the Purpose of the Marketing Content?
- How to Use Curation Shortcuts For Content Marketing Heavy Lifting?
- How to Use Templates and Checklists to Speed Up Content Marketing?
- How to Survey An Audience and Use Responses for Marketing Content?
- How to Flip the Script For Existing Content Marketing Pieces?
- How to Leverage Private Label Rights For a Content Advantage?
- How to Outsource Content Creation and Publishing For Content Marketing?
- How to Collaborate with Colleagues for Productivity for Marketing?
- How to Boost Return On Investment with Paid Ads For Marketing?
One thing that will help you scale up your content marketing is to be able to come up with ideas quickly and easily. You need to have a systematic approach to idea generation.
Have a folder with bookmarks in it that take you to various places you can quickly scan for new topics to create content about. That way, whenever you sit down to work, everything will be in one place, and you can scroll through them with ease.
The first thing you want to do is consider whether or not your niche topic has any consumer or trade magazines and books published regularly in it. For example, if you are in the health or weight loss niche, you can find a myriad of women’s magazines or fitness magazines that have these topics on the covers on a weekly or monthly basis.
You’ll be able to quickly spot trends that people are buzzing about and turn those into content topics in your own marketing efforts. When it comes to books that are published, you may want to look at the bestseller’s list in your category because this is updated on an hourly basis on Amazon.
You can take a look at the covers of magazines or in the table of contents within nonfiction books and look at what’s being written about to see if it can be tied into your niche content that day.
The next place you want to scan is online forums for your niche. You can find forums on so many different topics, including Internet marketing, survival, pets, relationships, health, and many more.
Not only can you look at the categories, but you can look at the thread topics and titles and even click on several of them to see what kind of conversation is taking place within to give you an idea for a new piece of content.
The third place you can look to find quick content ideas is competing blogs. Look to see what your competitors in your niche are blogging about, and specifically hone in on blogs that are updated regularly.
Another place you may want to look for content ideas is on social media platforms. You can go to sites and apps that have an active base where people are discussing your niche topic and using hashtags to have their information found and viewed.
Next, have a good keyword tool on hand that you can regularly activate to look for new long-tail keywords and different slants that can give you some fodder for fresh content for your niche readers.
The sixth way you may want to generate quick content ideas is by looking at your own site analytics as well as other analytics in your business. For your website analytics, you can see what keywords and pages people are using to find your content, which shows you a little bit about what they’re most interested in seeing from you.
But you can also use the analytics for your email autoresponder to see what topics get the most conversions when it comes to having your emails opened or links clicked on. And even your social media analytics or data, if you can access them, can shed light on in-demand topics for your base.
And lastly, don’t be afraid to spy on the competition and see what types of topics are coming up for publication and launches. Stay subscribed to their email newsletter and look at launch sites that will show you the schedule of upcoming products so that you understand what people will be talking about.
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When you want to release more content into the marketplace, one way you can become more proficient is by streamlining your process using an organization strategy and tools that can help you speed up and improve your process.
When you begin churning out a lot of content, you don’t want to run the risk of getting sloppy. That might include not editing your work before you release it to the general public or accidentally repeating topics that you may have already written about.
You want your workflow to be seamless, and the proper organization method can help with that. Keep your topics categorized so that you can track each piece of content and when it was published, with what slant, and where.
Not only does this help you avoid duplicating content, but it shows you at a glance what you still need to write about for your audience. Whenever you have ideas but may not have the time to write them at that moment, you can add them to your spreadsheet in a different area so that you remember to tackle them later.
When it comes to editing tools, you can use tools like Grammarly to help you catch errors that your mind might be blind to or that you may not even know are incorrect. Instead of having to hire an editor and wait for them to get the content back to you, online tools can speed up the process significantly.
You may also want to use some tools that help you with automation when it comes to publishing on your blog as well as on social media. You can queue up posts to go live on your blog yourself, but you can use tools like Hootsuite to schedule your social media publishing process in advance so that you don’t have to be on hand whenever they go live.
Another thing that will help you when it comes to streamlining your process is to keep a publishing calendar. This is when you are doing some advanced planning so that you can see what your readers will be getting from you in terms of content on each platform or through each type of content, such as a new lead magnet or info product being released.
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Search engine optimization (SEO) is a necessity for certain areas of your content marketing plan. It doesn’t apply to things like info products or email autoresponders because those are not being shown on public search engines.
But it is something that you will want to keep in mind whenever you are publishing content to your blog or even on social media since some of the same measures apply. It’s a good idea to categorize your niche topics and subtopics and create a system where you do batch SEO work ahead of time so that you will have the information handy whenever you publish new content.
Each piece of content that you publish, where you hope to rank high in the search engine results pages (or, in some cases, within the social media platforms themselves), Needs to have certain elements that you can use with the content in order to get it found and indexed so that it’s ranking at the top of any results people search for.
Of course, the first thing you’ll want to do is have a batch of keywords ready and waiting for you. That way, you can quickly copy and paste them into the piece of content and edit them without having to go back and research them every single time a new content piece is ready.
Another thing you may want to do is have your meta descriptions planned out so that you can quickly tweak them for each piece of content. These will help with your clickthrough rate and then drive traffic to your site.
Any formatting that you typically have to do, such as your alt tags for common images, should be formatted in a way that you can copy and paste it, plugging in the correct keyword or description into the coding.
You may also want to keep track of any links that you publish on your website under specific categories whenever they cover that topic. That way, when you are interlinking on a new blog post, you can quickly refer to your list to see which pages on your site would be applicable to link to.
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If you are struggling to come up with unique content ideas, or you feel that you have exhausted everything within your precise niche topic, you might want to think about combining your niche with another niche to come up with something new.
This will deliver new angles and fresh slants that you may not have discovered previously. The first thing you want to do is think about your main topic. Go ahead and create a mind map or an outline of all of the primary topics related to your niche.
Then, think of any niche that you feel can somehow be related to those topics. For example, if you are in the weight loss niche, portions may be one of the subtopics that you discuss when it comes to nutrition.
When you think about what could make someone increase their portions and spiral out of control, stress is often a common answer. Stress by itself is a completely separate niche, but it can be tied into portion control by creating an article or lead magnet about curbing emotional eating.
Sometimes, you’ll cover a topic within your niche one way, but when you add another niche topic into the mix, it gives you an entirely new angle. For example, if you are in the fitness niche, you can tie that in easily with the mental health niche for an article about how exercise releases endorphins.
Combining niche topics give your readers more diverse content than what they are used to seeing online by other marketers. You don’t want to simply say something like, ‘The Fitness and Technology Connection,’ but instead use a title like, ‘How Tech Gadgets Are Changing the Future of Fitness.’
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Giving your content a new slant is always a great idea when looking for ways to increase production. One way that you can do this with very little effort is to simply target a new demographic with the same type of piece.
Unless your niche is extremely narrow, you will have different types of individuals who are interested in your content. By tweaking the ideas to target one specific demographic, they will be more likely to not only find your content but to consume it and see its value to them specifically.
Try to make a list of your main demographic. Then, narrow it down to all of the different sub-demographics that could fit in the main period. For example, when you are talking about Internet marketing, your broad demographic might be people who want to make money online.
However, you can narrow that down into even more subcategories. You might have articles specifically for students who were in college, moms, and dads who want to stay home and raise their kids, or senior citizens who don’t want to retire or who need to supplement their income.
You might target specific genders. You can have an Internet marketing for women slant, such as boss babes or mommy blogger types of plants that are common. Or you can target men.
For this particular niche topic, you might even target a demographic that resides in a specific location. While most people target Americans, you might target ex-pats or people living in another country.
Any kind of criteria that will tell you that this particular type of person would be interested in your niche topic is a good idea for a demographic slant change. You can quickly and easily tweak or rewrite your content with the same types of ideas but add anything that speaks to that particular demographic, too.
For example, if you are writing about Internet marketing for seniors, and another article about Internet marketing for college students, you can talk about a split schedule that may work well for them.
The tweaks you may be working with are the reasons behind the need for a split schedule. College students may need to work in between classes or between classes and another job, while retirees may want to split their schedule up so they can relax or take care of other errands during the day.
You just want to make sure when you are re-slanting your content for a new demographic audience that you read through every bit of the information to make sure you’re not accidentally saying something that isn’t right for your new audience.
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One thing that will work well with the previous idea for scaling up your content marketing is to repurpose the location where you publish your content. You can get more mileage out of every piece that you create simply by putting it on more than one platform.
This will allow you to reach an audience that may not have seen your original work. Doing this will help you with lead generation and improved branding. It’s important that you keep track of where each content piece is originally published so that you can create a schedule for where it will go live at a later date.
For example, if you write a lead magnet, you can later break it up into email autoresponders or even blog posts. Or, if you have a series of blog posts that are related, you can compile them up into a lead magnet or even an info product, if there’s enough information.
You can also expand the reach beyond your own virtual real estate. For example, if you have a blog post on your site, you can take it and publish it on Facebook or LinkedIn. You want to take similar media formats and publish them on a mirror platform that also accepts that format.
In this case, you would be working with text on your blog, so it could be posted to Facebook and LinkedIn. However, you probably wouldn’t put it on Instagram in that format, even if you could put it in the description of the post.
You might also have the opportunity to republish your content on someone else’s site as a guest blog post. You would have to let them know that it has previously been used by you in another capacity, but they may want a fresh injection of content that your piece can give them.
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While repurposing the location of your content is one way to get more mileage out of your published pieces, you can also turn each piece into a new media format and publish it on even more sites and platforms.
Again, this allows you to reach more people who happen to be consuming information in a different format. It lets you get more engagement and branding from each piece, too. And you really only have to do minimal work to transform content into a new media format.
You can start with all of your text content, turning it into videos, audio files, and even images. You can start with your text and use it as a transcript to record a podcast or, if it’s a long content piece like an info product, into an audiobook.
Another thing you can do is take the text and summarize it into a slideshow presentation of images that you then screen capture and record on your computer so that it becomes a video that you can use on YouTube and elsewhere.
You can also turn the main concepts of your text piece into an infographic to show the flow of information or the list of facts. Or, you can extract a particularly strong quote from the piece and turn it into a social quote poster that you share on Instagram, Pinterest, and elsewhere.
If you already have videos, you can extract the audio portion of it and turn that into a text transcript that you clean up and publish on your blog, share in an email, or even compile into a lead magnet or info product.
You can also extract the video’s audio file and turn that into a podcast or audiobook, too. Start playing around with all of your existing content pieces and see how you can transform them into something else that might work in a different way.
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Artificial Intelligence, or AI tools for short, have a mixed response from people who can see the benefits of leveraging these tools but worry about them being used in an unethical manner.
There are ways that you can use AI to help you with your content marketing without putting your reputation at risk. The one thing you never want to do is simply have the AI tool write or create (if using images) your content for you.
You don’t know where the tool is pulling the information from that it has been fed in order to create your content. You also don’t know the accuracy of what it is providing. If you simply allow it to write your content, and you cut and paste it to your blog for your audience to read, you may be misleading them simply because you wanted to take a shortcut.
Many people don’t know that AI tools have different uses other than content creation or graphic design. For example, it can help you with keyword research. There are many different tools that can help with this aspect of content marketing, but it’s one free tool that is at your disposal to help you identify words and phrases that might be perfect for your niche.
You might type in the instructions: ‘Give me a list of keyword phrases for survival preppers who are worried about food supplies and include information as well as buyer keywords.
The AI tool would give you basic keywords like:
* Emergency food supplies
* Long-term food storage
* Disaster preparedness food
* Survival food kits
* Freeze-dried food
But it would also give you these long-tail keyword phrases for people looking for information:
* How to build a long-term food supply
* Best foods for emergency preparedness
* Tips for preserving food without electricity
* How to grow a survival garden
* How to store food for the long-term
It would also give you buyer keywords, including:
* Buy survival food kits
* Buy MREs’and more
You can ask an AI tool for content ideas. The list that it generates can be a good resource for you to mix and match, too. You can even ask it to form ideas in certain styles, such as questions or listicles.
AI tools can also be fed information by you, and you can ask it to optimize the content or tell you any areas where you can improve upon it or add some sort of expanded material to it.
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Sometimes, a quick way to get more content leverage is to just change the purpose of the content that you have created and form it into a new piece. For example, you can take an article that teaches someone what bugging out means during a survival situation and redo the purpose of the piece so that it turns into something new.
The informative piece could talk about what this term means when it becomes necessary, and any pros and cons to choosing this direction in an emergency situation. Then, you could turn it from an informative piece into a step-by-step content piece.
For example, your new article could simply take much of the same information and add to it so that they have a step-by-step guide on how to pack a 72-hour bug-out bag. This could be paired with the valuable insight that you have shared with them about why (and when) certain things are necessary.
And from that point, you could turn these two content pieces into a third piece simply by writing it from the slant of a product review. All of those items that you discuss in terms of putting into the bug-out bag, including the bag itself, can be listed as items that you want to review and recommend in an article titled, ’17 Must-Have Items for a 72-Hour Bug Out Bag.’
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Many people use curation as a way to scale up their content marketing, but they aren’t even aware of what they’re doing. When you go about it in a strategic manner, it can do most of the heavy lifting for you, freeing up your time to simply add commentary and insight into the fundamental snippets you have sourced.
Curated content is small bits and pieces of text, images, video, and audio that others have published online where you extract a portion of it to quote or share on your blog before linking back to the original author and adding your own valuable insight regarding it.
This is going to save you time. You don’t have to go out and spend hours pouring over the information before you write an article. You can simply curate a snippet of someone else’s content and then add your $0.02.
It’s also good to get a fresh injection of someone else’s take on a topic. Even if you disagree with what is being curated, it balances out the content for your audience so that they can see both sides and form an opinion of their own.
Curation is a wonderful thing for your readers to see on your blog or in your emails. It gives them something new and even enhances your own credibility because you are unafraid to share outside opinions without you having to be the only represented leader in the niche.
The key to curating in a way that will help you scale up your content marketing is to find the best sources for information. By ensuring they are high quality and relevant, you’ll be able to put together an interesting piece that has a lot of value for your readers.
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Another way to scale up your content marketing quickly and easily is to put together some templates and checklists that you can use in your business. Streamlining your process, whether it’s the brainstorming of your ideas or the editing and polishing of the content, is a great way to be able to publish more frequently.
Start by coming up with some templates that you can use for the various types of content you are publishing. These frameworks can help you maintain a consistent look for your brand, such as how your product reviews unfold in a certain order.
You can come up with templates for your blog, for your social media profiles, and even for your email autoresponders. For your blog, you might have an outline process that starts with a post title, an introduction, several paragraphs for the main body, and a conclusion that ends with a strong call to action.
Your social media and email autoresponder templates might be a bit different with an area of a title, a short (or long, depending on where you’re sharing it) message, and a call to action with a link.
You could also have a template for where your hashtags or keywords would go, your image, emojis or icons, and more. You can also come up with content creation checklists to speed things up and allow you to publish more.
This lets you fly through the process quickly without missing a step. For example, you might have a checklist that includes tasks like:
* Research for an idea
* Conduct keyword research
* Outline the content
* Writing the content
* Editing it to perfection
* Adding interlinks
* Add images or embed videos
* Publish it to a platform
That would be for a text piece, but you could create one for videos that included writing the script, filming, editing, adding an intro and outro, adding overlay text, uploading to YouTube, and embedding into your site.
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If you have any followers on social media platforms, or a list of subscribers, you can survey them to increase your content marketing efforts with ease. Knowing exactly what your target audience wants and expects from you will help you churn out content quickly that you know will be serving your readers well.
In fact, you can put a question out there and use their responses as a springboard for your own content. You can organize their responses and turn them into an outline for a content piece that either acts as a blog post, lead magnet, info product, etc.
Not only does this help you easily create more content, but your audience will feel heard, and you can show your appreciation for their responses by delivering them the information that they have asked for.
Ideally, your survey will include some sort of slant about their interests or their pain points. You want to know about all of the different challenges they’re facing, the areas where they need the most guidance, and anything else you can provide to help them in their journey.
You can create a survey simply by asking people to respond to you, or you can use a specific survey tool like SurveyMonkey. Don’t overwhelm them with a lengthy survey that they will want to click away from.
It’s best if you can give them the ability to expand on their answers in the survey and not restrict them to simply a yes or no response. Spend a little time organizing and analyzing the responses that you receive and looking for any trends and patterns that can help you with your content planning.
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If you want another way to keep your audience on its toes and come up with content that is easy based on your existing slants, simply take the opposite approach to what you have published in the past.
It doesn’t mean you have to change your opinion on things, but you will slant the piece in a completely opposite direction. Sometimes, this fresh perspective can catch the attention of your readers better, and engage them more.
You can do this with any type of content piece, whether it’s a blog post, email, lead magnet, etc. It gives you the opportunity to attract two different types of readers. For example, some may be looking for motivational, positive content, and some people may automatically be drawn to more controversial or thought-provoking pieces.
For example, you might have an article that already exists on your blog titled, ’10 Ways to Accomplish More Each Day.’ You can then take that concept and create an opposite piece slanted like this: ’10 Things Slowing Down Your Progress Each Day.
You may still be covering the same types of things. For example, in the first article, you might give a tip about shutting out all distractions so that you can be more productive. That same type of tip is relevant in the second article, where you will be discussing how distractions can take up more of your time during the day and cause you to accomplish less.
You can do this with any type of slant. For example, if you were writing some sort of opinion piece, you might say something like, ‘Why Video Marketing Is Essential for Your Online Success.
But an opposite opinion piece could be slanted like this: ‘Video Marketing Is Not the Necessary Strategy Others Would Like You to Believe.’ It’s kind of like making a list of pros and cons and taking a specific topic from different angles.
The key to succeeding with this content marketing strategy is to think about things from multiple perspectives and offer your insight and opinions in a way that doesn’t make you look like a hypocrite because you previously approached it from another direction.
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If you’re looking for a very inexpensive and easy way to scale up your content marketing, look no further than private label rights (PLR). PLR is content that has been created by someone who then sells it to multiple individuals with the agreement that they can put their name as the author and use it in their own business.
You cannot turn around and sell the private label rights to other individuals, but you can turn the content into a blog post, lead magnet, eBook to sell as a PDF read-only product, email autoresponder, social media post, and so on.
There are quality PLR vendors and poor-quality vendors as well. There are unethical sellers who will steal content from other websites or vendors and sell it as their own, etc. you want to look for top-notch PLR sellers who have a long reputation for quality and ethics.
Private label rights can act as a springboard for you to quickly have more content at your disposal. You have the right to edit and tweak the content to your liking. So you can purchase an article or a complete eBook and simply add your personalization to it or rearrange things, extract items, and more before using it.
But the heavy lifting has already been done for you. The PLR vendor has brainstormed a concept, researched it, outlined it, and created it for you, and all you have to do is work with a ready-made product.
You can find PLR in different formats. It’s primarily sold as text, where you can find articles, books and reports, product reviews, and more. However, you can also find audio, video, and image PLR by some vendors.
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One of the most common ways you can scale up your content marketing efforts is to outsource the creation of your content and delegate some of the tasks associated with publishing it.
As an online marketer, you can take control of the type of content that you outsource to a freelance ghostwriter. You can brainstorm the idea, give them an outline, and tell them what kind of tone you want to be used in the piece of content they create.
It’s important that you only work with someone that you can trust. You don’t want anyone who will scrape content off the Internet and then sell it to you as if it is ghostwritten.
When you have a person you can trust, you may want to hand over some of the other tasks associated with the content creation process, such as brainstorming and outlining tasks.
If you’re working with someone who is reliable in terms of when they can deliver the product to you, it can help you maintain a consistent publishing schedule online, which is something your niche followers will appreciate.
Be sure and select someone based on their reviews as well as their profile and portfolio. You want to look at these items before you consider price point as the determining factor for who you work.
Once you have your content back, you may want to pass it along to a virtual administrative assistant who can help you with the publishing side of content marketing. While it may be easy, this is often a time-consuming part of the process that you can easily pass off to someone else.
You want to find someone who has a good reputation as an assistant and who is on time to complete their tasks. Make sure they are familiar with whatever platform you want them to publish your content on and that they know how to abide by platform rules and use formatting and any coding that is required to have your content scheduled to go live.
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Another way you can scale up your content marketing is to engage in some strategic collaborations. There are many colleagues in this industry who need someone to partner with for various reasons, and this can be a mutually beneficial arrangement.
For example, you can partner with someone for the launch of an info product, and each of you brings a portion of the launch process to fruition. You might split the creation of the content where one of you creates the front end, and another person creates the one-time offer upgrade.
For one of you might handle all of the sales copy while the other one handles the product itself. This not only helps you with being able to create more content faster and easier, but it brings a new perspective to your content when you partner up with the right person.
They may have a different level or type of expertise than you have. Ideally, they will have different skills or knowledge than you do so that the two of you together can expand your reach and value to the customer.
Sharing the workload, especially when it comes to the creation of content involved, can make the entire process more efficient and with two pairs of eyes involved, the quality may end up being elevated than what it was when you were working on your own.
Make sure that you pick the right person to work with before you agree to any type of partnership. You should each have the same type of goals in mind, and you want to define the responsibilities each person will have in the process clearly.
In addition to partnering up for a product launch, which is full of valuable content, you may want to work with someone on a smaller scale. For example, you might decide to guest blog on each other’s website to give the other person a break or give their readers a new perspective on the same type of topic.
You may also want to partner up for different kinds of content that are not text-based, such as a podcast or a webinar event. Having a co-host for this type of content creation can make the entire process easier and help you get more value out to your audience.
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And lastly, don’t ignore the opportunity you have to scale up your content marketing efforts with paid advertising. If your content is sitting stagnant on your site or social profiles, you can boost the return of your efforts in creating the content by running ad campaigns that target your exact demographic.
You can run paid ads in many different ways. You can start with search engine advertisements, run ads on social media platforms, pay for solo email ads that are sent out to a subscriber list that mirrors the same type of audience you have, etc.
You definitely want to start small if you go this direction and scale up your budget as you see positive results with your campaigns. You can use strategies like analyzing the data, split testing your ads, and more to make the most of this particular tip.
Content is and will always be king when it comes to informing, educating, and entertaining a consumer base. You have to not only master the art of creating the content but know how to seamlessly deliver it on a consistent schedule that allows you to compete with the top marketers in your niche.
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