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The 7 Essentials to Content Marketing

The 7 Essentials to Content Marketing

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Publié parAndre Bourque
Content Marketing is about attraction. It’s about becoming a credible,
familiar voice to your customers, prospects, and readers alike. Done correctly,
and you can establish yourself as a de facto resource readers go to when they
seek helpful, compelling information. That’s your goal, and I’ve identified
seven key concepts that make it possible.
Content Marketing is about attraction. It’s about becoming a credible,
familiar voice to your customers, prospects, and readers alike. Done correctly,
and you can establish yourself as a de facto resource readers go to when they
seek helpful, compelling information. That’s your goal, and I’ve identified
seven key concepts that make it possible.

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Categories:Types, Business/Law
Published by: Andre Bourque on Jan 20, 2013
Droits d'auteur :Attribution Non-commercial


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You must thing broader than that. . Produce content that is appealing to anyone who may interact with your potential target audience." Good content marketing begins with the right mindset. and think like a publisher. prospects. That’s your goal. compelling information. and you can establish yourself as a de facto resource readers go to when they seek helpful. or even your potential ones. It’s no longer about your products. That being said. Done correctly. a shift needs to be made from the traditional outbound marketing approach. or what you think is remarkable. and readers alike. "I’m going to contribute. It’s about becoming a credible. content marketing isn’t about writing for your current customers. Content Marketing is about attraction. At a fundamental level. It’s about your readers and what they’re interested in. and I’ve identified seven key concepts that make it possible. 1 Have the mindset. your latest release. familiar voice to your customers.

. you should create and 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. Is this entertaining? It can be fun and exciting. likability. that’s not the approach I’m talking about. Things others aren’t giving away. Knowing this. because it breeds trust. 2 Know what it means to contribute Contributing means giving away things for free. Will it incite comments. Your content should have some combination of these elements: Is this relevant. and intonation. there are measures you can take for each piece of content you ever create or distribute. and committing to it. voice. a loyal following. sharing. informative and /or educational? It contains your unique perspective. and conversation? Frame your content around the benefits and the value that you’re going to deliver to your prospect or customer.

you can offer invitations to new promotions. relevant interviews offer your readers a perspective and insight they otherwise wouldn’t have. Invitations to your reader base are a contribution. 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. 3. or even product or service design. and consuming content continue to grow. And the channels and methods for sharing. trend. distributing. . Well written. celebrities. 3 There are good resources out there. 1. List articles – Produce content that is broken down into easily scanable. Reviews – Lending your brand’s voice to a product. or news item is effective in keeping you relevant. polls. Interviews – Seize opportunities to interview thought leaders. 4. Invitations – Broadly speaking. in that they are the opportunity for people to offer their opinions. 5. Solution articles – Offer a solution to a problem for people struggling with the same issue. 2. or just everyday people with no‐so‐ordinary experiences for your content. These are five content types I like to use to contribute to my readers. as well as building your brand authority. The community that reads and collects good content also shares it. use ‘em This point is about two types of resources: internal and external. relatable terms using bullets and ordered lists.

Fortunately. The stories are out there. you want to put some structure and thought behind it. Knowing this means you don’t have to do it alone. This same consumer community is a wealth of storytelling material. there are a wealth of content management tools to help you be successful. I find that creating good content is about 70% of the total process. Distribution and measurement are the remaining 30%. It’s critical in content marketing. Because you’re necessarily removing the “you” from the content you produce. . When you share links to your content through social media channels. Measuring and analyzing your social reach will help you target content and resources to the right places. Your job is to seek them out. 4 Distribute & measure When I think of what I do in allocating time to content marketing. but it’s not everything. tapping into your internal and community resources is a natural progression. within your organization and within your reader and industry community.

3. who quoted it originally from Seth Godin. . 5 Be remarkable “Be remarkable” is an expression that’s made a meaningful impression in the content marketing vernacular. comment on. It’s a terrific tool used by beginners and experts alike. It integrates with Google Analytics. which put your activity and reach into easy‐to‐understand graphs. Producing remarkable content means creating content that encourages people to share. Buffer –When you distribute content is equally as important as how you do. You can find out who’s reading your work. is perhaps one of the most popular social media dashboards around. Hootsuite –Hootsuite. It allows you to download reports. 2. Buffer is a tool that helps you schedule your content distribution. and whom they’re sharing it with. and/or reference. enabling you to monitor a whole lot in a single place. I like to recommend these three tools to beginning to intermediate bloggers. It enables you to track each content piece across different distribution platforms. Facebook Insights and multiple social media accounts. Bitly – Bitly is a URL shortener that does more than just make your links fit into a Tweet. 1. I borrow it from HubSpot. The tool will even help you determine the best times to distribute your posts.

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. diagrams. One thing I often do is start content. with another perspective. you are well on your way to offering a unique perspective on your topic. 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. or interactive and multimedia elements when you can. by interjecting your writing voice and personal experience. infographics. Before you publish your content. Breaking it down simply. Even if it’s content I’ve created completely. Backing this with original data. I like to put it aside and revisit it at another time. Another approach is to ensure your content is thought‐provoking. . Include underused content elements like custom images. produce it in segments as an iterative process. Before you publish your content. as well. When I get stuck creating content. your content should be one or both of these things: Unique Useful For certain. Does your content help challenge your reader to consider a different perspective. it's probably remarkable. challenge a norm. further adds to a unique story. Offering more than just text does so. Is it something worthy of their remarks? If so. go back and ask yourself if it’s unique and/or useful.

. I’ve done it before. promotes conversion and fosters engagement with your audience. 6 Always deliver quality Any good writer knows when what he or she is producing is good work. some practical advice on how to achieve it. published something not entirely “done. or just churning out corner‐cut content. and the next. It’s either all there. The first is to stress that consistency is key. We get that feeling when something’s complete. we all have. layout and visual impact can sometimes turn good to great. Study after study is now recognizing that consistency and frequency of creation. or not quite right. design. perspective. Refer to our free blogger checklist as one of the tools to ensure what you’re producing is valuable. 7 Be consistent Two points here. Good story telling. distribution and optimization of content is the single best practice that drives traffic. Avoid being generic at all cost. quality work.” Part of ensuring quality is being certain your content carries the voice of your brand.

Capture thoughts and ideas for new content on a regular basis. Outsource. If you have a lot on your plate. Contact their helpful team at: http://store. You can repurpose good content. several iterations.” then that’s okay.ezdia. People are short on time. and generate results. correlation. Writing and publishing an article once or twice a month is really not enough to build a sustainable following. remarkable content. Here’s some examples of what I’ve found works. Collecting content that complements a theme or topic and adding your editorial to it is worthy content creation. Be one of those places by publishing on a regular basis. with a different perspective. “I don’t know that I’m up for writing content for my website.com . or set of instructions. Collect and capture ideas like a sponge. If you’re still thinking. Continuously creating and broadcasting content can be a challenge. 2. save you time. and you can too. If you’re looking to hire a professional content writing service. Syndicate content. partnering your content creation and marketing strategy with a trusted content writing service can be a smart and strategic move. Even the largest companies in the world are using outside partners to create compelling. . you’re missing a huge opportunity to build a following. If you’re not generating content a minimum of three times a week. eZdia can deliver quality content. 1. 5. Regularly publish. Don’t be afraid to ask for help. You needn’t write all content for it to be unique. and like to go to a few places to get good content. One idea. 4. 3.

and a contributing writer for Technorati. Andre is a featured blogger on Social Media Today. and content to increase brand authority and reach. technologies and events in the San Francisco Bay Area. tools. Follow him at SocialMarketingFella.com | Twitter | LinkedIn | Google+ . 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. He works with brands to provide strategy.

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