The Power of Strategic Content Marketing: A Conversation with Martin Huntbach
As a podcaster, I’ve had the privilege of hosting numerous insightful conversations with industry experts. One such conversation was with Martin Huntbach, the owner of Jamie Digital, an award-winning SEO and content marketing agency based in Lancashire, UK. Martin, along with his partner Lindsay, has carved a niche in helping personal brands find and retain high-paying clients through effective content marketing strategies.
The “Content Fortress” Strategy
Martin and Lindsay recently published a book titled “Content Fortress,” which outlines a simple yet effective content marketing strategy to attract ideal customers. The book emphasizes the importance of creating sales content that helps businesses sell faster and close more deals.
During our conversation, Martin highlighted the common pitfalls of content marketing, such as producing excessive content without a clear strategy or value. He emphasized the need for businesses to find a middle ground that aligns with their goals and resources.
The Importance of Specificity and Efficiency in Content Creation
One of the key takeaways from our discussion was the significance of being specific and efficient with content creation. Martin suggested that businesses should focus on understanding their target audience and addressing their needs and concerns.
He shared an example of how they created a successful piece of content based on customer feedback, even though it didn’t align with keyword research or search volume. This example underscored the importance of prioritizing customer needs over data-driven decisions.
Defining Goals for Effective Content Strategy
Martin concluded the conversation by advising businesses to start their content strategy by defining their goals. By understanding their desired outcomes, businesses can tailor their content to meet these objectives.
He introduced the concept of the “Content Fortress,” which consists of eight different pillars that businesses can prioritize based on their goals. He gave examples of two pillars: repelling content for dealing with inquiries from the wrong customers and attracting content for reaching ideal clients who may not be aware of the business.
The Pitfalls of Being Everywhere Without a Strategy
Martin warned against the common mistake of trying to be present on all platforms without a targeted strategy. He shared a success story of a client who focused on blogging as their primary objective and used LinkedIn as a distribution channel. Despite low engagement, the client was able to secure their first sale through LinkedIn posts. This story highlighted the importance of consistently promoting and distributing content to maximize its impact.
The Value of Consistent Promotion and Distribution
I agreed with Martin’s advice and emphasized the value of being targeted and specific in content marketing. I also mentioned the importance of having a strategy for continually marketing content and not just creating it.
We discussed the use of AI tools like ChatGPT to enhance original content rather than relying solely on AI-generated content. Martin added that investing time in creating valuable content and promoting it effectively can yield significant results, even if engagement may initially be low.
In conclusion, our conversation with Martin Huntbach was a treasure trove of insights into effective content marketing. It underscored the importance of having clear goals, understanding your audience, and prioritizing customer needs over data-driven decisions. It also highlighted the value of consistent promotion and distribution of content and the potential of AI tools to enhance content creation.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.