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Part three of a three part series all on Recency, Frequency and Monetary Value when it comes to content marketing.

Transcription

The monetary value for content marketing.

Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.

It’s always fun kind of tossing around a few $100 bills, get people salivating or whatever out there. There’s something hypnotic about cash, you know, what we’re talking about today isn’t cash, we’re talking about content marketing.

In a very specific area of content marketing, we’re talking about how to measure results. And ideally, the best way to measure results when it comes to content marketing, well, first, let’s redefine content marketing.

If you’re just joining us, content marketing is when you’re promoting your product, your service, your cause, whatever it is that you’re trying to promote, whatever you’re trying to get out there, you’re promoting it in the form of content, meaning you’re providing some type of value or entertainment, along with the fact that you’re trying to get somebody to do something.

Maybe you’re trying to get them to donate to your nonprofit, or you’re trying to get them to purchase your book. You know, it doesn’t matter.

That’s all content marketing.

So I’ve got a book, 9 Ways to Amazon-Proof Your Business, it’s just a quick commercial for it. 9 Ways to Amazon-Proof Your Business, it’s all about how to make your business competition proof, completely competition proof, even if your competition is as big as amazon.com, you can get a free copy.

So I’m here I am selling it and I’m giving away free copy at AmazonProofBook.com.

That’s content marketing.

What you’re watching right here is content marketing.

So now that we have an understanding of what that is, for the last handful of videos, we’ve been talking about how to apply marketing, analytics to content marketing. How do you apply them in the same way when you’re dealing with a list of buyers.

The best way to be able to kind of organize them, it’s been kind of a traditional thing that people have looked at over the years is a formula called recency, frequency, and monetary value.

It’s, you know, RFM. We talked about recency, we talked about frequency, I want to apply monetary value back into how we handle content marketing.

Now with content marketing, in most cases, you’re not going to have a direct purchase happening off of just your content marketing. In fact, kind of the way that most people are promoting content marketing today is to stretch that out as much as possible and allow people to get to know you, like you and trust you, by having videos over time, or audios over time, podcasts, books, anything that’s written a blog.

Whether it’s audio, video, or text, anything that you’re putting out there in the form of content, having it happen over time, and therefore building up familiarity and getting people to eventually purchase from you if that’s what you’re trying to get them to do.

If you’re trying to get a purchase, monetary value then becomes very clear in the end game.

But what about the pre-game?

What about, if you’re putting out videos, for example, doing it over and over and over again?

How do you measure monetary value as far as that goes?

There are a few ways of doing it.

Number one, you can promote things that don’t cost anything. And that can take the place of monetary value, you’re getting people to do a step that is taking them a little deeper into your funnel a little deeper into your world, by now a little bit more about you.

You can give away free books like the one I just talked about, you can give away any type of free course, you give away anything. Honestly, you give away.

You know, I have a friend that’s on YouTube that gives away postcards, all you got to do is sign up for it and he will send you out a postcard. Wherever he’s at that week.

He travels all over and sends out postcards. So it doesn’t matter.

What matters is the monetary value.

What’s important about that is not that it’s monetary. It’s not that it’s a cent or more, that’s not as important, although that becomes important over time.

What matters is that you’re measuring it.

If you could measure it at some point, then it comes back to, Okay, who’s viewing, who’s listening, who’s reading, and what are they getting out of it?

And the ones that you’re able to track are the ones that you know are of any value to you whatsoever, whether it be monetary value now or monetary value later.

So I’m kind of talking all around this because when you’re talking a buyers list, it’s the people that purchase the most are going to the higher up on monetary value, if they’ve spent more money with you, a person that spent $50 is worth more than a person that’s been $5.

A person that spent $5,000 is worth more than a person that spent $500, and so on so on.

It’s tougher with content marketing because you’re not necessarily selling everything at every round that there are a couple of different things that come into play here.

Another thing that comes into play is, what if you’re on a platform, say, like YouTube, and you build up in popularity in terms of subscribers and views, to where you’ve got commercials on top of your content?

Well, in that sense, you’re building up monetary value there too. But it doesn’t come back to the individual user, you can’t directly find out more about them until you can direct them back to your hub, wherever you are collecting information.

Wherever you’re collecting customers, wherever you’re collecting email addresses, or what have you. That’s what you got to be paying attention to in terms of monetary value on the front end, you really can’t do it when it comes to content marketing.

And that’s not the point of content marketing.

But I wanted to be able to talk about RFM in general. So that it brings us back to the final point, in the end, all that matters, is you getting information about the person so you continue our conversation beyond whatever platform you’re using.

Whether that be, you know, Apple podcasts for podcasting, or YouTube for videos or whatever, it doesn’t matter what platform, you don’t want to be dependent on that.

You want to go beyond and have a relationship as much of a direct relationship as you can have, I mean, there will always be a third party, there’s always going to be a telephone company.

If you had people’s phone numbers, there’s always going to be a telephone company and between you and them, and there’s always going to be something. But the closer you can get to that one on one relationship and have control and direct communication with them that way, the better for your business, you’re going to have more security.

And eventually, you build that into a customer base and you get to learn more about them. Then you can organize them in the proper way of RFM. Really, really get deeper and deeper into this concept of marketing.

So I hope that makes sense to you.

If we go deeper into that in the future we’re going to have I’m going to my next book is probably going to be on content marketing.

I was just speaking with my producer today, we were talking about the different ideas for where that book is going to be.

So we’re going to have a book, we’re going to have a course, we’re going to have multiple different pieces. I have years worth of conversations with people through my podcast, you can go check those out over at BrianJPombo.com/podcasts.

See the right currently we have three podcasts. On each of those podcasts. I’ve had pieces of conversations regarding content marketing, I’m going to take those pieces and toss them and cut them up, put them together in an easily digestible way.

If you want to find out more about content marketing, also watch the videos, I have a playlist over at YouTube.

You can watch all these videos, even if you’re listening to it via podcast.

Go and watch the videos that all have to do with content marketing, you get a deeper idea. And I’d love to hear your questions when it comes to content marketing.

I’ve been working in this field for many years before they started referring to it as content marketing. I was working on it. But I’m always finding out new things, so I’d love to hear from you about what you think about this world.

Hopefully, that makes sense that that’s all I got for tonight. I’ll be back tomorrow night. In the meantime, get out there and let the magic happen.