How do professional lecturers create a profit model? Teacher Zheng Yunlong shares five key steps to make money through content marketing
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From a marketing perspective, [Knowledge Services Industry](https://wiki.mbalib.com/zh-tw/%E7%9F%A5%E8%AF%86%E5%AF%86%E9%9B%86%E5%9E%8B%E6%9C% 8D%E5%8A%A1%E4%B8%9A) should be the most suitable industry to engage in content marketing. Lecturer is a professional knowledge individual and has communication, expression and presentation skills. Logically speaking, it is not difficult to provide content. After all, lecturers are an industry that “makes money by selling knowledge.”
But this is not the case. There are many lecturers who are busy teaching, giving lectures and appearing on programs. They are busy making a living and do not have much time to run [self-media] (https://www.contenthacker.today/2018/02/growth-editor.html) to expand their scope of influence. It is indeed a pity.
The [Facebook fan page] (https://www.facebook.com/bodylearning7/) run by “Spine Health Expert” [Zheng Yunlong] (https://www.facebook.com/bodylearning7/) has attracted nearly 40,000 likes from fans. On the evening of March 8, he shared his experience and insights on the lecturer management [Content Marketing] (https://www.contenthacker.today/p/content-marketing.html) through Facebook Live.
The “Content Hacker” website summarizes the key points for everyone as follows:
Times are changing, lecturers must be brave
Faced with the current situation of the rapid increase in the influence of online communication, teacher Zheng Yunlong suggested that lecturers who currently spend 100% of their time running courses must be brave enough to change the way they share knowledge. Lecturers should adjust the proportion of content management allocation and allocate at least 30% of their time to manage knowledge-based content that can be accumulated on the “site” (within the website, that is, self-media). And traditional “off-site” (outside the website, that is, non-content marketing channels) physical activity management, such as giving lectures, holding [lectures] (https://www.contenthacker.today/p/lecture.html) and [book clubs] (https://w ww.contenthacker.today/2018/02/content-hacker-reading-club-note2.html), and the total time spent on TV and radio programs, etc., is kept at about 70% to balance making money and content accumulation.
After 3 to 5 years of operation, when the site has begun to accumulate some content and more students have been accumulated through off-site activities, Teacher Zheng suggested that all lecturers start to reverse this ratio; that is, 70% of the time is spent on running on-site content and 30% of the time on running off-site activities.
At this point, it is the turning point to convert the lecturer’s personal brand into the company’s brand. Teacher Zheng Yunlong said that it was at this stage that he established the [Body Intelligence Company] (https://www.bodylearning.com.tw/) and began to recruit a team to vigorously develop content and increase the chance of being searched through self-media to accumulate more fans. Teacher Zheng Yunlong revealed that his team has pushed the keyword search “spine health” to the first place in Google rankings. Currently, the number of subscribers of the YouTube channel has reached more than 80,000.
Teacher Zheng Yunlong also reminded everyone that in addition to giving lectures, publishing books by lecturers is also a form of physical content marketing. The spine health care book he launched in 2007 is still on the health sales list of Bloglai Online Bookstore. It is a long-tail content management and can also generate royalties.
Business content, accumulated image
Why do lecturers have to pay such a high price to accumulate content? Teacher Zheng Yunlong gave an example. For a course originally priced at 12,000 yuan, the company may actually pay a discounted price of only 10,000 yuan. Then if the lecturer and the teaching platform split the account in half, the lecturer can only get 5,000 yuan. If the instructor cannot create a sense of value corresponding to the price of the course, consumers will not be willing to pay for it. Therefore, lecturers must build consumer interest and trust through content in order to package the course with a sense of value.
Teacher Zheng Yunlong described that for the target audience, the process of content marketing is:
Find out the customer’s pain points à What medicine should be taken à How to take it (explain the implementation details) à What are the gains?
Lecturers use the above steps to transform knowledge. In addition to creating rich content, they also need to create an expert image to form a sense of value in the course.
Five steps, from operating content to converting profits
Based on his own experience in [content marketing] (https://www.contenthacker.today/p/content-marketing.html), Mr. Zheng Yunlong summarized the five-stage profit-making steps:
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Accurately define customers: Find out the pain points and needs of the target audience.
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Provide professional content: Establish yourself as an expert in a specific field and provide content that is valuable to your target audience.
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Diversified publishing channels: To operate multiple content publishing channels, you cannot just rely on a single channel, such as LINE@ or Facebook. For example, Mr. Zheng’s own publishing pipeline includes: - First operate your own YouTube channel with videos. - The video was then disseminated through 2 LINE@ accounts, one of which has accumulated nearly 4,000 people. - Posted to 3 Facebook fan pages. -Send a newsletter by E-mail, with more than 10,000 subscribers and a click-through rate of about 10%. - Convert the video content into text and publish it in the article area of blog or official website to gain keyword search opportunities.
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Accumulate fans: Cultivate an audience through the above different channels and accumulate fans who are interested in this professional field.
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Conversion income: recommend instructor courses and strive for profit. For example, after accumulating tens of thousands of fans, teacher Zheng Yunlong began to recommend to fans his own open class courses that lasted for about two to three days without using other teaching platforms, so he could earn a higher income.
Show off your niche and care for the community
Teacher Zheng Yunlong emphasized that lecturers should not write what they want to write, but what others want to see.
At the same time, in order to get closer to the position of the target audience and build trust, the lecturer should do the following six things:
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Show off your niche: List the important awards the lecturer has won and the professional certifications he has obtained.
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Care about the community: Join more relevant communities in the professional field, and explore the needs of the target audience through messages and conversations.
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Be willing to share generously: do not use subscription-based content to make professional knowledge more popular. For example, share the video publicly on YouTube for the target audience to watch.
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Treat people with authenticity: Make sure what you say means what you do. Be sincere in your opinions and try not to please everyone.
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Have an execution plan: It must be able to guide the target people to solve their own problems.
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Write moving stories: People naturally like to listen to stories, so you might as well adapt to them.
Five mistakes that lecturers should not make when engaging in content marketing
Teacher Zheng Yunlong also shared five major mistakes often made when creating content and reminded lecturers not to make the same mistakes again.
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Only seek quantity, not quality: Articles without quality will not be effective. However, the article should not be too long. It should be controlled to about 1,200 words, so that readers can finish it in about 3 to 5 minutes. In pursuit of content quality, it doesn’t matter even if you can only write one or two articles a month.
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Only look at the number of views, not the dwell time.
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The article contains too many course information.
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Putting too many keywords into the article at once.
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The article is not on topic: only produce content that the target audience will be interested in knowing, and do not touch on irrelevant issues.
Teacher Zheng Yunlong’s live video is for your reference.
Teacher Zheng Yunlong’s sharing is indeed worthy of reference by professional lecturers. Only by setting aside time to operate [content marketing] (https://www.contenthacker.today/p/content-marketing.html) can you use your own professional content to win more potential customers who can agree with the lecturer’s philosophy through the Internet. Well, let’s all start running our own professional content together.
If you feel that it is not enough and you would like to hear more useful information shared by Teacher Zheng, Welcome to register the “[Live Broadcasting and Social Marketing Practical Advanced Class]” (https://www.faceb ook.com/52star/photos/a.282924279011.187864.278200564011/10157351758974012/?type=3&theater)”, three teachers, Zheng Yunlong, Zhong Ting and Shang Ming, will be invited to share the secrets of Xizhong!
★ Picture source: Teacher Zheng Yunlong’s Facebook fan page
★ Content Hacking Lecture Series (CHL5): How to run corporate official websites, blogs and publications [Registration now]
★ Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now]
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
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