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