So, you have heard about social media. You know that blogging, webinars and other inbound links are the most effective SEO tactics in marketing
You have a problem though: You’re not a “content expert.” Want some advice? STOP WORRYNG!
If you’re good at your job, you’ll be great at creating content. The secret of internet marketing is that nobody’s a content expert. YouTube? Twitter? Blogging? You don’t need to be great writers or movie directors to figure them out. You just need to dive in.
Not convinced? Then I suggest checking out the work of Rebecca Corliss, a member of the marketing team at HubSpot. Rebecca was the video editor of You Oughta Know, the video about inbound marketing they launched earlier in the week. (If you haven’t seen the video, stop what you’re doing now and go watch it. It will make you laugh.) The video is wildly successful with well over 14,000 views on YouTube since it launched. It’s the top YouTube result for marketing; in Ireland, New Zealand and the Netherlands it was the most-viewed entertainment video; and it came within a hair of the front page of Digg.
With success like that you might think Rebecca was a seasoned video professional, with deep experience editing and producing online video. Not at all. In fact, Rebecca had no video editing experience before she started putting together this video. None. She just sat down and figured out how to use iMovie. After an afternoon using iMovie she was comfortable on it. After a day on iMovie, she was HubSpot’s new video editing expert. Rebecca is a rockstar, but there’s only one thing that separates Rebecca from most marketing managers or small business owners: She’s not afraid to learn.
More specifically, there are four main things she did very well:
1. She Got Started — Instead of worrying that she wasn’t good at video editing, instead of putting it off until she could “get trained,” Rebecca dove right into the project. There are lots of excuses you could use to put off blogging or creating videos, but why use them? The sooner you get started, the sooner you’ll be comfortable creating content and the sooner you’ll be generating new leads and sales.
2. She Wasn’t Afraid to Make Mistakes — Rebecca ran into all sorts of problems when she started editing Oughta Know, but she treated them all as minor snags. There’s no doubt you’ll have problems when you start producing content. You’ll have issues with audio for your videos. Your webinar will have technical problems. And you’ll probably offend somebody with one of your blog posts. Don’t worry about any of this. Everybody runs into problems.
3. She Learned Quickly and Became an Expert — Although Rebecca hit a few bumps with iMovie, she quickly taught herself to solve the problems. She visited help sites, she read how-to guides, she discovered work-arounds and she became a video-editing expert. You should do the same thing. The web is rich with resources about creating content. Take advantage of them.
4. She Added Personal Touches — Rebecca is a musician and a singer, and she incorporated her music into the video. This gave it a personality — it distinguished her video from YouTube’s thousands of other workplace music videos. Maybe you’re a world-class semiconductor designer, maybe you’re a top-notch sales trainer. Whatever you’re passionate about, make sure your content reflects it.
People often think success in online marketing is about the skills needed to thrive online: writing, editing, video production, audio production, etc. These are all important skills, but if you learn to approach them the way Rebecca approached video editing, you’ll master them in no time.
In other words, the most important internet marketing skill to learn is learning itself.
Source: Rick Burnes, HubSpot