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and readers alike. or what you think is remarkable. That being said. It’s about becoming a credible. and I’ve identified seven key concepts that make it possible." Good content marketing begins with the right mindset. and you can establish yourself as a de facto resource readers go to when they seek helpful. 1 Have the mindset. That’s your goal. a shift needs to be made from the traditional outbound marketing approach. At a fundamental level. and think like a publisher. or even your potential ones. Content Marketing is about attraction. content marketing isn’t about writing for your current customers. Done correctly. It’s about your readers and what they’re interested in. Produce content that is appealing to anyone who may interact with your potential target audience. It’s no longer about your products. You must thing broader than that. prospects. your latest release. compelling information. familiar voice to your customers. "I’m going to contribute. .
and conversation? Frame your content around the benefits and the value that you’re going to deliver to your prospect or customer. sharing. that’s not the approach I’m talking about. and committing to it. a loyal following. Is this entertaining? It can be fun and exciting. Things others aren’t giving away. voice. because it breeds trust. Will it incite comments. you should create and distribute. Your content should have some combination of these elements: Is this relevant. and intonation. Knowing this. informative and /or educational? It contains your unique perspective. there are measures you can take for each piece of content you ever create or distribute. Even though the internet marketing book you read three years ago may have said a whole lot of 99‐cent downloads can make me instantly wealthy. 2 Know what it means to contribute Contributing means giving away things for free. likability. .
4. and consuming content continue to grow. 3 There are good resources out there. or just everyday people with no‐so‐ordinary experiences for your content. Invitations to your reader base are a contribution. you can offer invitations to new promotions. distributing. 5. in that they are the opportunity for people to offer their opinions. 2. Solution articles – Offer a solution to a problem for people struggling with the same issue. polls. 3. celebrities. Well written. Reviews – Lending your brand’s voice to a product. Interviews – Seize opportunities to interview thought leaders. or news item is effective in keeping you relevant. or even product or service design. . These are five content types I like to use to contribute to my readers. Invitations – Broadly speaking. relevant interviews offer your readers a perspective and insight they otherwise wouldn’t have. trend. And the channels and methods for sharing. relatable terms using bullets and ordered lists. as well as building your brand authority. The community that reads and collects good content also shares it. It’s no accident the recent popularity and practice of content marketing came about in conjunction with the spread of social media channels and technology. List articles – Produce content that is broken down into easily scanable. 1. use ‘em This point is about two types of resources: internal and external.
The stories are out there. Measuring and analyzing your social reach will help you target content and resources to the right places. When you share links to your content through social media channels. you want to put some structure and thought behind it. Your job is to seek them out. Because you’re necessarily removing the “you” from the content you produce. 4 Distribute & measure When I think of what I do in allocating time to content marketing. It’s critical in content marketing. . there are a wealth of content management tools to help you be successful. Fortunately. within your organization and within your reader and industry community. Distribution and measurement are the remaining 30%. I find that creating good content is about 70% of the total process. This same consumer community is a wealth of storytelling material. tapping into your internal and community resources is a natural progression. Knowing this means you don’t have to do it alone. but it’s not everything.
2. Bitly – Bitly is a URL shortener that does more than just make your links fit into a Tweet. Producing remarkable content means creating content that encourages people to share. Buffer is a tool that helps you schedule your content distribution. which put your activity and reach into easy‐to‐understand graphs. It allows you to download reports. enabling you to monitor a whole lot in a single place. . It enables you to track each content piece across different distribution platforms. who quoted it originally from Seth Godin. and/or reference. and whom they’re sharing it with. 5 Be remarkable “Be remarkable” is an expression that’s made a meaningful impression in the content marketing vernacular. Hootsuite –Hootsuite. You can find out who’s reading your work. It’s a terrific tool used by beginners and experts alike. is perhaps one of the most popular social media dashboards around. The tool will even help you determine the best times to distribute your posts. comment on. It integrates with Google Analytics. Facebook Insights and multiple social media accounts. I borrow it from HubSpot. 3. Buffer –When you distribute content is equally as important as how you do. I like to recommend these three tools to beginning to intermediate bloggers. 1.
diagrams. Does your content help challenge your reader to consider a different perspective. as well. ask yourself if it's something you think your prospects will want to read and share with others. it's probably remarkable. Another approach is to ensure your content is thought‐provoking. by interjecting your writing voice and personal experience. I like to put it aside and revisit it at another time. One thing I often do is start content. further adds to a unique story. or interactive and multimedia elements when you can. Even if it’s content I’ve created completely. Offering more than just text does so. Backing this with original data. go back and ask yourself if it’s unique and/or useful. Include underused content elements like custom images. Before you publish your content. Is it something worthy of their remarks? If so. infographics. you are well on your way to offering a unique perspective on your topic. produce it in segments as an iterative process. . challenge a norm. Breaking it down simply. Before you publish your content. with another perspective. and create articles with a unique vantage point to them. When I get stuck creating content. your content should be one or both of these things: Unique Useful For certain. it’s a good practice to come back to it a second time after a break before publishing it. or offer helpful ways for improvement? I like to keep track on industry news for content opportunities.
” Part of ensuring quality is being certain your content carries the voice of your brand. layout and visual impact can sometimes turn good to great. . we all have. 7 Be consistent Two points here. design. Good story telling. or not quite right. published something not entirely “done. I’ve done it before. Refer to our free blogger checklist as one of the tools to ensure what you’re producing is valuable. It’s either all there. distribution and optimization of content is the single best practice that drives traffic. The first is to stress that consistency is key. promotes conversion and fosters engagement with your audience. quality work. perspective. 6 Always deliver quality Any good writer knows when what he or she is producing is good work. Study after study is now recognizing that consistency and frequency of creation. We get that feeling when something’s complete. some practical advice on how to achieve it. or just churning out corner‐cut content. and the next. Avoid being generic at all cost.
Be one of those places by publishing on a regular basis. Collecting content that complements a theme or topic and adding your editorial to it is worthy content creation. Contact their helpful team at: http://store. with a different perspective. Here’s some examples of what I’ve found works. 5.com . If you’re not generating content a minimum of three times a week. “I don’t know that I’m up for writing content for my website. Outsource. One idea. 1. 3. Writing and publishing an article once or twice a month is really not enough to build a sustainable following. Don’t be afraid to ask for help. eZdia can deliver quality content. 2. If you have a lot on your plate. and generate results. remarkable content.” then that’s okay. If you’re looking to hire a professional content writing service. . 4. you’re missing a huge opportunity to build a following. People are short on time. and you can too. Regularly publish. partnering your content creation and marketing strategy with a trusted content writing service can be a smart and strategic move. and like to go to a few places to get good content. You needn’t write all content for it to be unique. If you’re still thinking. Continuously creating and broadcasting content can be a challenge. Syndicate content. Capture thoughts and ideas for new content on a regular basis. Even the largest companies in the world are using outside partners to create compelling. Collect and capture ideas like a sponge. You can repurpose good content. save you time. correlation. several iterations. or set of instructions.ezdia.
and a contributing writer for Technorati. tools. Andre is a featured blogger on Social Media Today. About the Author Andre Bourque (Social Marketing Fella) is a Social Media Marketing and Content Marketing consultant.com | Twitter | LinkedIn | Google+ . He works with brands to provide strategy. technologies and events in the San Francisco Bay Area. and content to increase brand authority and reach. and yield new customers. He reports on social media marketing trends. Follow him at SocialMarketingFella.
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