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