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

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

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. or news item is effective in keeping you relevant. or even product or service design. . as well as building your brand authority. 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. 1. trend. List articles – Produce content that is broken down into easily scanable. and consuming content continue to grow. The community that reads and collects good content also shares it. celebrities. you can offer invitations to new promotions. Well written. or just everyday people with no‐so‐ordinary experiences for your content. 2. polls. Interviews – Seize opportunities to interview thought leaders. in that they are the opportunity for people to offer their opinions. distributing. Reviews – Lending your brand’s voice to a product. 3 There are good resources out there. 5. Invitations to your reader base are a contribution. 3. use ‘em This point is about two types of resources: internal and external. And the channels and methods for sharing. Invitations – Broadly speaking. relatable terms using bullets and ordered lists. Solution articles – Offer a solution to a problem for people struggling with the same issue. 4.

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

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

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

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

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

tools. About the Author Andre Bourque (Social Marketing Fella) is a Social Media Marketing and Content Marketing consultant. and a contributing writer for Technorati. Follow him at SocialMarketingFella. and content to increase brand authority and reach. Andre is a featured blogger on Social Media Today. and yield new customers. He works with brands to provide strategy.com | Twitter | LinkedIn | Google+ . He reports on social media marketing trends. technologies and events in the San Francisco Bay Area.

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