Summary: <br> How to reach out to Eric:<br> <a href="https://www.linkedin.com/in/ericosiu/" target="_blank" rel="noopener noreferrer"> </a> <a href="https://twitter.com/ericosiu" target="_blank" rel="noopener noreferrer"> </a> <a href="https://www.singlegrain.com/" target="_blank" rel="noopener noreferrer"></a><br> How do you grow content from 9 downloads a day to 100,000 downloads a month?<br> Digital Marketing <a href="https://www.singlegrain.com/blog/" target="_blank" rel="noopener noreferrer">thought leader</a> Eric Siu knows how. He has worked with major brands like Amazon. As the host of two seriously successful podcasts (<a href="https://growtheverywhere.com/" target="_blank" rel="noopener noreferrer">Growth Everywhere</a> and <a href="http://marketingschool.io/" target="_blank" rel="noopener noreferrer">Marketing School</a>) with a combined 700,000+ monthly downloads, he understands the work and <a href="https://www.sureoak.com/content-marketing-strategy/" target="_blank" rel="noopener noreferrer">the value of content marketing</a> for business growth.<br> He joins us on this week’s podcast to explain how to be successful when starting out in content marketing, his creation-to-promotion ratio, the future of digital marketing, and more.<br> The Top Marketing Mistake<br> Eric found that every client makes one major mistake:<br> Their marketing funnel.<br> Some clients have a bad funnel, others don’t have one at all. Marketing requires that a great funnel to be in place and drive people to the point of sale.<br> The funnel is broken when email automation isn’t really set up, the marketing plan is one-dimensional, and the client relies entirely on paid advertising to make up the difference. “[It] generally doesn’t work that well,” Eric remarks.<br> Think Big: Digital Marketing Strategy<br> To solve the problem, Eric gives us some insight into how his company successfully markets itself.<br> The key is to be holistic.<br> <a href="https://www.singlegrain.com/" target="_blank" rel="noopener noreferrer">Single Grain</a> clients arrive looking for one specific service. But, one service can’t make a complete digital marketing strategy.<br> The Single Grain strategy includes a strong sales funnel, paid ads, content marketing, website chatbot, and a range of (growing!) social media accounts. There’s no one answer. <a href="https://www.sureoak.com/digital-marketing-strategies/" target="_blank" rel="noopener noreferrer">The mix of digital marketing strategies</a> ensures “it all rises together.”<br> Starting Out in Digital Content Marketing<br> When you start building branded content, no one knows who you are. And that’s ok. “Everyone likes to compare themselves to a chapter 25 when they’re starting at chapter 1 and that’s not fair.”<br> At chapter 1, you need to build your audience by serious content promotion.<br> Eric recommends a 10/90 time ratio. Use 10% of your time creating the content and 90% promoting it.<br> For your initial content promotion budget, he finds an 80/20 ratio works well. Spend 80% of your budget on content promotion. Only 20% is spent dragging them further down <a href="https://www.sureoak.com/marketing-sales-funnel/" target="_blank" rel="noopener noreferrer">the digital marketing funnel</a>. Growing your audience is the primary focus.<br> SEO is still a strong tool in 2018. Video content marketing also offers huge value because video combined with large social media platforms build relationships at scale. You can even target customer views: those that watch just the first 10 seconds or first 25% of the video. Reaching these views is cost effective for the scale.<br> How to Measure Marketing ROI<br> Clients (and colleagues!) want to see short-term results. What is <a href="https://www.sureoak.com/invest-seo-roi/" target="_blank" rel="noopener noreferrer">the ROI</a> on content marketing this quarter? This year?<br> Eric takes the opposite approach.
