What to Expect From a Content Marketing Consultant

Hello! 👋🏼

My name is Tomas Laurinavicius.

I'm a HubSpot certified content marketing consultant and writer.

I help tech, design, B2B, SaaS, marketing, and e-commerce brands get organic traffic and leads.

I provide data-driven content strategy consulting and content creation services.

My consulting clients include Adobe, Webflow, Envato, InVision, BigCommerce, Product Hunt, and WiFi Tribe.

Published in Forbes, TIME, Fast Company, HuffPost, The Next Web, and The New York Observer.

I'm a tech-savvy inbound marketing expert with experience in web design, SEO, content management, content marketing, marketing automation, content strategy, analytics, email marketing, PR, and lead generation.

Content Marketing Philosophy

I know how it feels to do something with all your heart and don’t get any results you deserve. Such a beast is content marketing.

The most common reasons why your marketing efforts don’t work is because you lack strategy, search-focused content, and commitment.

When used the right way, content marketing can help you bring a silent but valuable audience.

Let me explain more.

Search-focused content means you’re creating content for an existing audience that is looking for solutions your business can provide. You first need to design a content funnel and identify keywords that get sufficient monthly traffic and are directly related to your business.

Strategy

It's very simplified but a successful content marketing strategy includes:

  1. Content funnel design.
  2. Keyword research.
  3. Production of the best content on the internet.
  4. Offer with a clear CTA (call to action).

Content Funnel

Not all customers buy right away.

They go through a journey of discovery, learning, and searching for the solution.

The simplified content funnel has 3 parts:

  1. Information
  2. Education
  3. Solution

1. Provide Information

Content is about a broad topic and targets beginners, you don’t even mention your product or service. The customer is not aware of the problem and if you try to sell here, your customer will get scared and run away.

2. Teach by Providing Education About Your Niche

Introduce more terms that your customers need to know and help them identify problems that they are not aware of. This is where they get interested and start understanding the problem but are not ready to buy.

3. Create Content That Is Specific and Solves One Problem

This is where you’re allowed to pitch your product, show how it helps people solve a problem and how they can get it. When the customers are informed and educated, they are looking to take action, that’s the most valuable potential customer and your job is to provide that content with a viable solution.

Commitment

To benefit from content marketing, you need to be patient and invest in it for at least 6 months.

Many companies start a blog, decide to just write something, put it on the blog, and wonder why nobody cares.

Customers don’t care about your company updates to share it all on social media and leave comments. What they care about is that you provide solutions to their problems. Now, I don’t say it’s bad to inform your customers about your company but it’s not something people are searching for every day.

With the right amount of work and time, content marketing helps you build predictable organic traffic that can help you bring stability to your business.

Compounding

Content marketing is something that compounds.

If you create evergreen content (content that is relevant after a month or a year) and you target a keyword with 500 monthly searches and you get into position #1 on that term you can expect to receive 200-300 unique visitors every month. Multiply it with 10 more search-focused content pieces and you have regular 2,000-3,000 unique visitors that are looking for that specific thing you provide.

Now, take an example of a time-sensitive content like your company news, something useful but not based on a search keyword. It gets traffic the day it’s published, you work hard to promote it on social media, maybe you buy ads but once you stop working on it the traffic dies off.

Most businesses that use content marketing eventually give up because they are not patient to stick with it long enough to beat the competition and see organic traffic growth.

For example, Buffer first hit one million sessions in a calendar month after a full 4 years after launching the business. In that period many companies tried to keep up but gave up and you’ll never hear about them.

Buffer’s blog growth. Image by Buffer.

Search-Focused Content

Here’s what I learned about the best content.

You don’t need to produce 10 blog posts on the same topic.

Google is the dominant search engine and its job is to provide the best answer possible to the search query that the user is looking for. For that reason, Google wants to show the best content on that specific keyword.

If you create 10 blog posts, you spread yourself too thin, there are millions of mediocre blogs online that receive close to none visitors because the content is just not good.

The good news is that with so much mediocre content it's easier (if you are willing to work hard) to stand out by creating well-researched and useful content that may not be sexy and may not get many shares but will solve the problems people have and search solutions for.

If you only focus on creating quality content, you'll be updating it with new data, research, and solutions. That’s what Google and people like. Useful and fresh content. Think about it, when you search for something and find two results, one is 2 months old and another one is 7 years old. You’re more likely to trust something fresh and updated.

When you put all your time and resources into creating ONE piece of content, it’s easier to rank it on Google rather than having 10 pieces of content. Links to your content are one of the most important factors that help Google decide what to show first. When you have one piece of content that is useful, it is easier to receive more links from other websites. If you have 10 blog posts and want to rank all of them, you’ll need 10 times more links to all individual pieces of content. For that reason, working on a single best piece of content and updating it helps you compound the links and establish a strong position on Google.

Produce Quality Content

Good content is not enough. To succeed with content marketing you must produce the BEST quality content on the internet. More than that, it has to be link-worthy, meaning that other websites want to link to you which will lead to the best rankings on Google.

The best content is hard to replicate, unique and constantly updated. Think of infographics, detailed case studies, data and insights that only your company can provide.

Here are some examples of marketing campaigns that generated tons of traffic, press coverage, and backlinks.

Luckily, creating the best content in the world is easy when you have a blueprint.

Use the Wiki Strategy. It’s a concept that models off of the success of Wikipedia. No other site has played as successful of a content game as they have, so who better to emulate.

Here are the core principles:

  1. Create the best content online.
  2. Create rabbit holes: don’t make readers leave.
  3. Don’t be a slave to keywords.
  4. Get other people to write with you.
  5. Good sourcing.

Use The Skyscraper Technique. If you’re serious about generating high-quality links, you need to be very systematic with how you create and promote your content.

Here are the 3-steps:

  1. Find link-worthy content.
  2. Make something even better.
  3. Reach out to the right people.

These are the secrets to creating the best content on the internet and crushing your content marketing game.

I've used all of that knowledge to help my clients grow their businesses with content marketing.

I grew an online magazine to 1 million annual readers, helped my clients 3X organic traffic in 6 months and get traffic worth $10K/month to my personal blog for free.

Content Marketing Consulting Process

Goals. Set SMART content goals.

Metrics. Identify key metrics to track to measure and optimize content efforts.

Content funnel. Design content funnel (content marketing plan) for a chosen audience using information, education, and solution-based content.

Keywords. Identify relevant keywords with substantial search volume and low competition and assign these keywords to the content funnel.

Analysis. Analyze existing content, competitors and create the action plan.

Optimization. Optimize existing content and website by deleting, merging or improving the content to fit the goals and content funnel.

Production. Produce content based on a content funnel and keywords.

Automation. Automate content distribution by setting up auto-sharing to social media, email list, and outreach contacts.

Review. Every 3 months, review and analyze the results. Review goals, metrics, and change accordingly.

It's for You If:

  • You’re thinking long-term (usually it takes 3-6 months to see the results).
  • You believe in solving problems and serving customers and not chasing social media trends and trying to create the next viral hit that only gets shares but doesn’t convert into business growth.
  • Feel overwhelmed with all marketing buzz and tired of chasing trends and re-making your marketing strategy.
  • You’re looking to consistently produce the best content on the internet in your niche.
  • You’re looking for an experienced professional who has done it before to help you along the way.

It's Not for You If:

  • You’re not patient and expect quick results.
  • You look for thousands of shares and virality.
  • You want all content to be sexy and shareable.
  • You don’t want to invest in content marketing long-term.
  • You think that writing a couple of articles here and there will help you boost sales.
  • You’re looking to ignore everything I tell you.

Here’s Why You Should Work with Me:

  • Studied digital marketing and influence for over 8 years.
  • My work has been published in TIME, Forbes, Fast Company, HuffPost, New York Observer, The Next Web.
  • I have worked with Adobe, Adidas, InVision, Envato, BenQ, Webflow, Away Travel, Teamgate, WiFi Tribe.
  • Previously co-founded and grew Despreneur, an online magazine to 1 million annual readers.
  • Co-founded a content marketing agency and managed a team of 10 writers serving 3 clients.
  • Interviewed hundreds of creative professionals and entrepreneurs.
  • Managed to do all of that while traveling to over 50 countries in 5 years.

Hire Freelance Content Marketing Consultant

If you’re looking for a content marketer, get in touch and tell me about your marketing project to work with me.

Stay in the Loop

Content Marketing Newsletter

Good stuff only. Unsubscribe anytime.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Read Next