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

. because it breeds trust. sharing. you should create and distribute. informative and /or educational? It contains your unique perspective. voice. Your content should have some combination of these elements: Is this relevant. 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. 2 Know what it means to contribute Contributing means giving away things for free. a loyal following. and committing to it. Knowing this. 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. 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. likability. Is this entertaining? It can be fun and exciting. and intonation. Will it incite comments.

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

This same consumer community is a wealth of storytelling material. Measuring and analyzing your social reach will help you target content and resources to the right places. . The stories are out there. 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. Fortunately. It’s critical in content marketing. but it’s not everything. I find that creating good content is about 70% of the total process. Your job is to seek them out. 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. Distribution and measurement are the remaining 30%. Because you’re necessarily removing the “you” from the content you produce. Knowing this means you don’t have to do it alone. within your organization and within your reader and industry community.

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

Is it something worthy of their remarks? If so. diagrams. by interjecting your writing voice and personal experience. When I get stuck creating content. 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. One thing I often do is start content. go back and ask yourself if it’s unique and/or useful. further adds to a unique story. Another approach is to ensure your content is thought‐provoking. as well. Breaking it down simply. and create articles with a unique vantage point to them. . 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. Before you publish your content. Before you publish your content. produce it in segments as an iterative process. Even if it’s content I’ve created completely. challenge a norm. with another perspective. Include underused content elements like custom images. Backing this with original data. Offering more than just text does so. infographics. Does your content help challenge your reader to consider a different perspective. it's probably remarkable. you are well on your way to offering a unique perspective on your topic. ask yourself if it's something you think your prospects will want to read and share with others. or interactive and multimedia elements when you can.

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

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

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 | Twitter | LinkedIn | Google+ . He reports on social media marketing trends. Andre is a featured blogger on Social Media Today. technologies and events in the San Francisco Bay Area. and yield new customers. tools. and content to increase brand authority and reach. He works with brands to provide strategy.

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