The Question: “What should I include in my content marketing?”
Here are the things that YOU SHOULD be including in your content marketing efforts.
You don’t just need content, you need Awesome Content!
Developing relevant content does not have to be a difficult. It doesn’t require any special tools, secret or magic. It all begins with understanding who your prospects & customers are, how they behave and what they crave.
Useful x Consumable x Inspired = Innovative Content
This process begins with the creation of a piece of a REAL IDEA, Not some 2,000 word “evergreen” piece or ebook. Something Awesome.
Many marketers will tell you this should be a 50 to 100 page ebook or massive how to guide. The problem is most people can’t handle it. Big = Overwhelming.
Everyone wants to believe there is a magic bullet. So create the Magic Bullet!
Highly valuable & easily consumed content is the gift that keeps on giving. This content will attract links, generate traffic and build brand awareness.
Once your content is created, blast it EVERYWHERE: Company pages, email, blog, sponsored updates, Display ads, SlideShare, PPC, Twitter, etc.
In many cases it is easy to develop a set of goals, but a plan is specific, executed over time and measurable. After determining what your Big Idea is going to be, write that out into a series or digestable snapshots that can easily be distributed over time. This can include videos, infographics, blog posts, 3rd party posts, podcasts, etc.
Week 1: Publish & Schedule Your Content
Week 2: Conduct a Webinar
Week 3: Run a Contest
Week 4: Lead a Twitter Chat
Week 5: Do an interview: On TV, Online, At a Conference, etc.
While all of this is running your content is being promoted though influencer outreach, promoted posts, email, sponsored updates, paid search, retargeting, organic social, organic search, etc.
Everything gets tagged and tracked for performance evaluation and follow up.
Make your blog content diverse, relevant and structured.
Monday: Case Studies, Statistics / Infographics, Industry (35% time spent)
Tuesday: Strategic Research & Analysis, Points of View, Thought Leadership (20% time spent)
Wednesday: How-To Posts, Guest Blogging, Peer Content (25% time spent)
Thursday: Bold Points of View / Strong Opinion, Challenger (5% time spent)
Friday: Light-hearted, Cultural, Funny Amusing (15% time spent)
A Quick View
SEO – Lays the groundwork
Social – Fuels the content
Content – Fuels the demand
- Consistently deliver content that their target wants to consume & share
- PR efforts guide their vision as a leader in the space
- Deliver amazing experiences on and offline
- Build a thriving community
Make a plan, make it Asesome, deploy, track & measure, optimize, close new business and WIN!