I am not what Gary Vaynerchuk would call a ‘Pure-Bred Entrepreneur,’ because I spent many years working for other people before I answered my calling and started my own business. I followed a traditional linear route—high school, university, and then landed a series of good jobs working in advertising and direct marketing agencies. I worked for well-known agencies including TBWA and Publicis on clients that included Hewlett Packard, and Coca-Cola. Even though I did not recognise it at the time, my career choices were dictated by ‘what I was supposed to do’ or what society and family expected of me rather than what I truly wanted to do. I am sure that many of you can relate to this scenario. From an early age I had loved writing but wasn’t doing enough of it in my career. The word entrepreneur wasn’t used then as much as it today.
After 19 years of an agency career that had seen be rise to the position of Client Service Director for International markets at a marketing agency, I reached a turning point in my life. Did I want to continue with a safe but ultimately unfulfilling career with a six-figure salary? Or did I want to follow my true path and start a writing-based business? There was another major turning point too, I realised that I was in a marriage that like my career was not a perfect fit for me. I could not see my marriage lasting for rest of my life. This was crunch time, would I have the courage to follow my heart this time? Would I take the leap from mediocrity to an uncertain but exciting path of entrepreneurship? Would I leave a marriage that was not built to last? I listened to my heart and followed my gut instinct. I said yes! I wanted to chase the American Dream and I am not even American! I decided at that point never to work for anyone else and to create a business that reflected my values and focus. I also ended my marriage, and had to navigate difficult times personally at the same time as launching and growing a business. It was not easy. There were days when I felt as if I had taken on too much, but then I remembered how unfulfilled I had been in my agency life, and I resolved to keep on going.
In 2010 I founded Marketing Fundamentals Ltd in London, United Kingdom. ‘Marketing Fundamentals Ltd’ is a Content Marketing Agency for Professional Services Firms. We help business owners (and CMOs in larger businesses) to deliver their vision by creating helpful Content that attracts prospects to their businesses and organisations based on reciprocity. A well-executed content strategy will work for Amazon based businesses too.
1. Identify Your Target Audience and What Problems They are Facing
Work out who your ideal customers are and take time to research what problems they are facing.
2. Create Content That Solves Their Problems
Let’s imagine that your Amazon store contains health supplements. You should create content for your self-hosted website that will help your audience live healthier and more fulfilled lives. Deliver value to your audience and build a rapport and relationship with them.
Create blog posts, video posts/ infographics around exercise and nutrition, meditation etc. The key is that your products are integral to the helpful content that you are creating for your audience.
You should integrate your product page and links into your health and wellness content.
When your content is distributed via Social Media, there will be an uplift in traffic to your Amazon store. You will be able to can track this via shortened links.
Page ranking factors on Amazon are very important too, but content will drive more people to your sales page.
3. Be Consistent
Although many know the phrase, Content is King, coined by Bill Gates in 1996 not everyone appreciates that consistency is just as important. Create a realistic schedule for content creation and stick to it. In most cases, one piece of fresh blog content per week will help you build relationships with your target audience and make them choose your products rather than your competitors.
With Content, The Sky is the Limit
A good example of this is provided by one of my content marketing clients. This client operates in the Vertical Transportation sector; an industry focused on the installation and maintenance of elevators and escalators. When I started working with them they wanted to raise their profile in their niche and generate more leads. I have been blogging for them and managing their Social Media for two years. In September 2015, because of their raised profile and prominence within their niche a multi billion dollar company acquired my client.
Content and Social Media can work for your business too! I have four courses on Amazing.com: How to TurboCharge Your Business with a Blog, Meet Edgar Social Media Management, Twitter: TurboCharge Your Twitter Presence and Quora for Business. I look forward to helping you build your businesses!
I was interviewed about How to TurboCharge Your Business with a Blog for a podcast that you can listen to here.
Matt Clark is the Chairman and Co-Founder of Amazing.com, a serial entrepreneur, and investor. He’s been featured on Forbes, CNBC, and Entrepreneur.com.