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