BECOMING A
CONTENT
SPECIALIST
a.k.a. very pro sales person
Gula
Gula
Table of Content
What is a content specialist?
Why content marketing
Why do businesses need
Outcomes of video content
marketing?
marketing
The birth of a brand
Data on video content
What does marketing do
Types of video content
exactly?
Get it? Table of “content” pssssh
You’re a
CONTENT
SPECIALIST
Harry
In Gula Gula Studio, you are publicly referred to as a “content specialist”.
In social situations and when needed to, introduce yourself as a content
specialist and never as a salesperson. You are someone who is able to
help customers to understand the ins and outs of content marketing and
help them decide if it's the right step for their business needs.
As a
CONTENT
SPECIALIST
Your focus is on getting the prospect the best
possible outcome, even if the end result does not
result in a sale. You are a guide; you are the one
who helps prospects arrive to a decision and you
are in the name of charity and good will, shepherds
the weak through the valley of the darkness.
What does a
CONTENT
SPECIALIST
do?
PROSPECT
CONNECT
DISCOVER
Your work begins with identifying
the right people who will need your
help and guidance. These are the
target prospects whom you will help.
Once you have decided who needs
helping, get in touch with them.
Make a great first impression and ask
them if they need help.
Find out what are the challenges
they face and listen intently. With
childlike curiosity, ask questions to
seek an understanding of their
situation.
What does a
CONTENT
SPECIALIST
do?
SERVE
LEAD
SECURE
Once fully understanding the
prospect’s needs, challenges and
desires, summarize what you have
discovered and ask for clarity, then
make the right recommendations.
Help the prospect through whatever
objections, fears or needs they may
have and help them make a decision,
regardless of if it results in a sale or
not.
Once the customer experiences Gula
Gula’s services, ask for a testimony
or feedback and ask if anyone else
might need help as well. Reinforce
your conviction.
How to
ARRIVE TO
YOUR SUCCESS
You are successful when you can help a prospect arrive to the best decision for
their business.
YOUR REWARD
You are rewarded when a prospect becomes a customer (regardless of if it’s in
the short term or the long term).
Why do businesses need
MARKETING?
Do you know how marketing came to be?
Once upon a time, there was a candy man in a small forgotten village.
Everybody knew who the candy man was. They knew his name, his
house, his family and where his candy came from as well as the history of
his family. There was no competition in his village, and everyone trusted
the candy man. Nobody needed a unique selling point.
The end.
SIKE
it’s the 21st century
A magical event caused the candy man to time travel to where we are at
today. The forgotten village is now a huge city and now there are so
many candy shops selling a variety of candy from so many different
suppliers. People don’t know anything about the candy man, and are
spoilt for choice because right next door, there is another candy shop,
and another and another. Now there is high competition, low trust factor,
and the candy man is in a desperate need for a unique selling point.
The birth of
A BRAND
Marketing activities collectively forms the brand of a business.
This
INCLUDES
HOW DOES THE BUSINESS
VISUALLY LOOK
WHAT DOES THE BUSINESS
SAY ABOUT ITSELF
HOW DOES THE BUSINESS
FEEL LIKE
The logo, packaging, signage, colors, appearance of
products, as well as any other visual signifiers.
The messaging, tagline, slogan, advertising, content, as well
as any other messages or press releases that the business
sends out into the world.
The customer journey, the convenience, ease of payment,
choice of products, the environment in the store, taste,
temperature, and overall emotional associations to the
business.
THESE ARE THE ELEMENTS FOR MARKETING ACTIVITIES THAT WILL FORM THE
BRAND OF THE
BUSINESS
Hence when we talk about the brand of a business, it’s important to take into account every
little aspect of the business’s existence, and a successful brand would
Be the go-to
solution when
a need arise
Build and nurture
trust towards its
customers
Create
positive
mental
associations in
the minds of
customers
Be a unique
experience,
meaningful for its
customers.
Differentiate
the brand
from other
businesses.
Does that mean a successful
business would dominate the
market and become a
MONOPOLY?
No, that is not the case in a healthy market.
Different people would value different things at
different price points.
Let’s see how the candy man is doing. looks like the
candy man has a few options to grow his brand now.
Let’s have a look at the options he has
Sell home made candy at small
quantities, with hand crafted
packaging at above market price.
Selling high end candy at
affordable prices that are only
available upon preorder.
manufacturing large quantities of
candy but selling them only to
retailers.
Selling sustainable cady with the
latest food grade technology and
vitamin C.
Buying and reselling popular
candies at a very cheap price.
Selling a weekly subscription of
assorted candy at a fixed low price.
Selling low sugar candy for people
with health problems.
Selling homemade old school
candy with personalized wrapper
along with a gift card.
This means that the market needs
are vast, and every business needs
to market themselves to fill the gap
within the market, especially as the
market is always
GROWING
So what does
MARKETING?
Do exactly?
i. Positioning the business in the market with respect to who the target
audience is and what does the competitor landscape look like.
ii. Build positive associations in the minds of the target customers to
create a good product market fit and nurture loyalty.
iii. Drive commercial interest that would increase sales.
iv. Fine tune all touch points of the business so that it results in positive
preference in the target market and cause the business to differentiate
from its competitors.
This is summarized in the
7Ps of marketing
People
Place
Promotion
i.Customers
i.Ease of access
i.Advertising
ii.Employees
ii.Delivery
ii.Content marketing
iii.Social interactions
iii.Dine in option
iii.Limited time offers
iv.Communities
v.Roles and relationships
Physical evidence
Product
i.Stores, facilities or equipment
i.Core solution
iii.Signage or billboards
ii.Supplementary solution
iv.Packaging
iii.Product ecosystem
ii.Brand visual identity like logo and uniforms
iv.Facilities and benefits
Process
Price
i.Customer experience
i.Value for the customer
iii.Customization
ii.Ease of purchase
iv.Operational efficiency
ii.Service design
iii.Demand vs supply
iv.Competitive pricing
marketing contributes to the formation
and strengthening of a business’s brand.
iv.Sales encouragement
What is the difference between
MARKETING,
ADVERTISING
AND
PUBLIC RELATIONS?
MARKETING
The driver of all business functions.
The systematic process and planning of
the organizational promotional efforts are
decided by what is planned within
marketing initiatives. Advertising and
Public relations are smaller components
that comes from marketing.
Successful marketing leads to a powerful
brand
ADVERTISING
PUBLIC
RELATIONS?
Draws attention to the solution that a product
or service through an offer. It functions to
highlight attributes of a product that
customers may find attractive and encourage
purchase. Successful advertising leads to
achieving or exceeding sales targets
Focused on creating a favorable public image
through relationship building and reputation
management. PR draws attention to public
conversations that are done in mediums such
as newspaper, radio, TV or even online
conversation. PR can be a tool to divert
attention from damaging discussions and
damage control. Successful PR leads to
positive or favorable public opinion
Where does the
BRAND
of the Business exist?
PHYSICALL
Y ON EARTH
DIGITALLY
IN THE
INTERNET
MENTALLY
IN THE
MINDS OF
PEOPLE
Every business today exist in these 3 planes and
it’s important for businesses to nurture its
presence on all 3 planes of existence.
what about
CONTENT
MARKETING?
Content Marketing has the
ability to combine
marketing, public relations
and advertising into one
powerful medium that is
free from the control of any
external entities.
This makes content
marketing the single most
impactful marketing
initiative that any business
can engage in.
There are many forms of
content marketing, which
include.
i. Blogs, online articles and social
media written posts.
ii. EBooks and white papers (Journal,
report or FAQs)
iii. Social media activities (Posts,
story, pictures, shares)
iv. Infographics and visual design
v. Case studies
vi. Website elements and copy
vii. Email and Newsletters
viii. Video or movies
CONTENT
Has the ability to form public opinion, drive sales and build the brand of
the business. This is what makes content marketing so impactful.
Of all content marketing approach, there is one that is so
much more powerful than all others, even combined, and
that is video content.
One
CONTENT
to rule them all
It combines visuals, people, public relations, storytelling,
advertising, media asset and more into one form of
marketing activity that is so exceedingly impactful that
brings the single most growth towards a brand, as compared
to any other marketing activity.
More importantly, the business has complete control over
the video content they make that no permission is required
to shape the messaging and distribution of its videos.
Exactly what are the outcomes of
VIDEO
content marketing?
i. Video content is the most enticing
forms of a lead magnet
ii. It nurtures your prospects into becoming brand
advocates
Customers feel compelled to check
out a business and try their products
and services because a video content
doesn’t feel like a commercial forcing
you to buy.
Consistent video content communicates and
reinforces the values behind the brand that drives
the business. Audiences that relate to the values
behind the brand whom aren’t even customers
would resonate with what the business stands for
and contribute towards the growth of the
business by being advocates because the
business align with their values.
Exactly what are the outcomes of
VIDEO
content marketing?
iii. It’s has the highest impact on
brand presence and awareness
online.
iv. Effective video content differentiates the
business and become one of its unique selling
point.
Having videos contribute to the most
significant reinforcement towards the
business’s online presence through 3
powerful contributors. Video
presence on multiple different
platforms, contribution towards
ranking in search engines and
engagement through shares,
comments and cross platform
responses.
Video is the easiest and most impactful way to
show and tell on the exact elements that
differentiates a business from another. It provides
clear evidence for what it claims. In addition to
the clarity video can provide and the attention it
is able to grab as compared to other forms of
communication.
Exactly what are the outcomes of
VIDEO
content marketing?
V. And media assets raise the value of your brand.
Just like real estate, technology, patents and
human resource, media is a powerful asset that
continues to grow the brand of the business and
drive commercial activity. A business with a
strong brand and media library online commands
a much higher financial monetary value that
contributes to significant valuation during exits or
initial public offerings or while raising investment.
DATA
on video content marketing
ENGAGEMENT & CONVERSIONS
·88% of marketers say video gives them a good return on investment (ROI). (Wyzowl)
·Videos are shared 1200% more often than text and image content combined. (Animoto)
·Landing pages with videos have a 86% higher conversion rate. (Wishpond)
·People retain 95% of a message when they watch it in a video, compared to 10% when they read it in text. (Insivia)
BRAND AWARENESS & REACH
·78% of consumers watch online videos weekly, with 55% viewing daily. (HubSpot)
·Video marketing can increase brand awareness by 54%. (WordStream)
·Including a video in an email can boost open rates by 19% and click-through rates by 27%. (HubSpot)
·YouTube users watch over 1 billion hours of video content daily. (YouTube)
DATA
on video content marketing
SEO & SEARCH ENGINE VISIBILITY
·Google prioritizes websites with video content in search results. (Backlinko)
·Including a video on your landing page can increase your chances of ranking on the first page of Google by 53%.
(Forrester)
·Videos can improve click-through rates (CTRs) on search engine results pages (SERPs) by 41%. (Brightcove)
ADDITIONAL BENEFITS
·Video marketing can help build trust and credibility with customers. (Sprout Social)
·Videos can be used to explain complex products or services easily. (Wistia)
·Video content can be repurposed across multiple platforms for wider reach. (Social Media Today)
IMPORTANT
NOTE
I’ve listed a few studies from this summary for further reading, knowledge
on the matter will aid you on the path to becoming a content specialist.
Are all video content
THE
SAME?
There are several types of video content, but it can
be generalized into 4 categories.
This can include videos on
the staff, founder or
customer’s journey, events
and overcoming any
challenges that led to a
resolution, told in an
interesting way.
Storytelling videos
Show insights into why
Show insights into why
customers choose your
customers choose your
solution, how happy they
solution, how happy they
are, what are new features
are, what are new features
or services upcoming and
or services upcoming and
even critical videos for
even critical videos for
discussions.
discussions.
Testimonial videos
Videos that shares valuable
insights, knowledge,
demonstration or tutorial
learning a skill.
Informational videos
(educational)
It includes videos that has
choreography or comedy or
any other entertainment
elements that lead to
providing value to a
business’s audience and
connect them to its values.
Entertainment videos
DAY1 TRAINING
COMPLETE
Gula
Gula