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