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