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