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