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This question is a part of my Free Q&A Series where I answer questions posed by entrepreneurs around the world on sites like Quora, Clarity, and various freelancing forums.

In short: video and content marketing can work for anyone.

Of course, there are very, very few exceptions.

Where most entrepreneurs and marketers miss the mark is creating content that their audience does not find engaging.

After publishing a few non-engaging pieces, the marketer gives up and claims that content/video marketing does not work.

For best success, take a long, hard look at your ideal audience. Understand their needs, frustrations, and struggles. Then, identify how your product/service can solve those problems and frustrations.

Use wording that your audience uses, not that you would use. You’re the perceived expert, remember? That comes with terminology that is not in alignment with your audience. Pay attention to how they word things, how they search for problems, and make your content laser focused on them. Not you.

Next, start creating content on a regular basis (consistent, high-quality content is the best way to improve your search engine rankings). Use social media as an “outpost” to connect with your audience with your content to draw them back to your website (your castle, or hub). From there, you can capture their contact information (again, exchanging a piece of high-quality content for their email or the like).

To close the loop and prove your ROI, measure how the content/video pieces you’ve made result in sales leads or customers.

Give your content creation 4–6 months to prove itself (Google doesn’t automatically reward new content with a flood of new visitors, instead, they reward websites that have proven themselves over time).

All the best,

Photo by rawpixel.com on Unsplash

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