Sep 24, 2020
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How One Husband & Wife Team Created A Content Marketing Engine In The Cosplay Industry

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Wouldn t you love to quit your day job and pursue a hobby of yours full time occasionally documenting what you re doing but mostly just doing what you adore while teaching others the way to also do it? That s the dream—and it s a reality for Bill Doran and his wife Britt who have built a content marketing empire around a comparatively obscure niche – game cosplay


For those unacquainted with cosplay Wikipedia defines it as a contraction of the words costume play [which] is a performance art in which participants called cosplayers wear costumes and fashion accessories to represent a particular character. Cosplay is especially popular among video gamers. The Dorans now make a living from sales of 2 books Bill wrote on the way to make costumes and accessories


So are they exposing carefully-guarded secrets or helping people make millions of dollars? Not exactly. They re teaching and showing people the way to create replica costumes armor and weaponry from popular video games. I m often asked by my clients the way to create a content marketing strategy of their niche


While there s no one-size-fits-all recipe for creating a content marketing strategy it truly is how Bill and Britt have created a content marketing machine that has fueled book sales to the point that both were ready to quit their day jobs and now work at home full-time as their very own bosses running their very own company


If they could do it within the relatively obscure and highly niche cosplay industry you are able to do it too. The Website PROMOTED Civic Nation BRANDVOICE | Paid Program
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Leveraging Opportunity Employment To Advance Racial Justice In Corporate America You are able to view much of Bill & Britt s work on their main site Punished Props where they’ve dozens of articles covering topics from what materials to use in building your props to precise dimensions and instructions for key pieces


Some of these are in a conventional blog article format being posted regularly as a consistent feed but many are dedicated long-term pages including Bill s Tool List which serves as a running reference sheet for all of the tools you ll need for the work. The website serves as the foundation for their content marketing strategy helping them earn higher search rankings and organic traffic but in addition tying together their other publishing and social media strategies


Twitter and Facebook Bill signed up for Twitter in 2009 and Facebook in 2010 so as to promote Punished Props. Both platforms were slow going at the beginning but as Doran published more and more content to those platforms his follower counts started to explode. His Twitter followers grew exponentially in 2014 eventually reaching over 100 000 and now his Facebook page has more than 50 000 likes


On both pages you ll find regular updates with strong engagement and interaction; a key principle of effective brand building. One secret to growing and maintaining an audience on social media platforms is to answer everyone Doran told me. Even now I attempt to come back to every tweet Facebook post and Youtube comment


When people start seeing how engaging you are they desire to be a part of the conversation. The YouTube Factor Certainly one of Punished Props s secret weapons within the content game is YouTube a platform to which the Dorans credit much of their success. Website traffic and book sales both greatly increased when the Dorans started publishing video content to YouTube regularly complete with their very own channel back in 2012


Subscribers increased somewhat linearly at the beginning by about 10 000 subscribers a year until the past two years when subscribers jumped by 40 000 and 60 000 respectively. The Dorans credit this rapid rise in Youtube subscribers to simply publishing more (and better) content. So many people publish one video then stop Doran told me


The main for us was to decide to publishing more videos and actually hold ourselves accountable to that. Key Takeaways The Dorans story is good but what are you able to learn from it? There are some key takeaways here that you are able to apply on your own content strategy: Choose the correct niche


Portion of Punished Props s success is because of its niche. Not just is it a popular interesting area it s also one that s been underutilized. There wasn t much competition so the Dorans had a key opportunity to grow unabated. Dedicate yourself to quality. Doran s eBooks and YouTube videos are a few of the best you ll find on the subject and the Dorans are truly experts at their craft


In case you re not committing yourself to producing the highest-quality content possible (or a minimum of better quality than your competitors are producing) you won t rise above the noise and accrue subscribers followers or loyal customers. Give it time. Bill Doran started the website back in 2009 but only since 2014 has he witnessed the explosive growth that his brand enjoys today


It takes many years to build a name and you would like to be prepared for that. Put stock in video. Video content marketing is extremely popular recently and it s only going to grow from here. Simply starting a YouTube channel with regular content could easily multiply your audience


Monetize. Punished Props earns most of its income through content—namely its eBooks and printed books. But no matter how you select to monetize you ought to tie your traffic back to a few measurable means of generating revenue. For instance you would possibly include more calls-to-action to buy your services or products throughout your site


If you are able to apply these principles you are able to see similar patterns of growth and profitability in your own niche. You are able to not have the capacity to pursue your favorite hobby this type and you’ve gotten to make some compromises when it comes to choosing your niche and the way to monetize however the groundwork is apparent and available to anyone who wants to use it


Content marketing works extraordinarily well in the correct hands and across very nearly any industry. In case you re in an obscure niche or in case you ve written a book or when you have a product and desire to make it known to the area learn from Bill and Britt Doran – their success proves that you are able to achieve your dreams too if you are able to simply determine the way to provide value to people through content


For help getting started with your personal content marketing strategy see The All-in-One Guide to Planning and Launching a Content Marketing Strategy

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