Show and Tell
Share your Ethical and Security Challenges blog posts.
Content marketing is a strategy to drive consumer action with the creation and distribution of content.
Content that is valuable and relevant to consumers–ongoing and consistent–establishes a brand as an authority on a niche topic.
It’s a way to communicate with our target market without selling.
If we deliver useful information to them, they are likely to reward us with loyalty and conversions.
Why Create Content as a Form of Marketing?
- more than ever, people don’t want to be advertised at; but they will read content that helps or entertains them
- Google loves great content
- content goes viral in social media, and simple advertising does not
- good content creates good will and authority
Some Primary Forms of Content Marketing
- social media posts
- video tutorials
- email newsletters
- white papers – authoritative reports or guides on a particular topic
- free online courses or webinars
Characteristics of Great Content Marketing
- evergreen: it will stand the test of time
- can be reused and repurposed across many formats
- it helps solves a reader’s problem or is otherwise rewarding
- it establishes you or your brand as trustworthy and as an authority
- it has no blatant sales pitch but sometimes has a call to action
- uses an exciting headline and delivers what it promises
- written for people first but with an eye toward SEO
Video: CMWorld 2014 – The ROI of Content [11:16]
How Content Can Support a Sale
- address underlying objectives that might stop a purchase
- tell stories of how others have benefitted
- create a relationship with your audience
- reciprocity: if I give you something of value, you are inclined to return the favor
Cross-Channel Content Marketing
Often, you can repurpose content to work in multiple channels.
- several related mini-posts in email or on social media can be collected to create a large blog post
- publish a series of related blog posts, then bundle them into an eBook
- transcribe a series of podcasts, then bundle them into an eBook
- translate a popular blog post into a video slideshow
- convert a podcast into a video slideshow
- convert your audio or video content into a CD/DVD for less web-savvy clients
The following tips and tricks come from Copyblogger.com:
- use free content as a carrot to have people opt in to your marketing emails
- not all your content marketing must be online; try direct mail, letters to a newspaper editor, or a real paper book collection of your content
- identify a thorny problem in your industry and write a white paper that describes a solution
- offer a free or paid webinar, and be sure to record it for future marketing
- contribute in forums and comment on others’ blogs to increase your social proof
- use a mix of content within your niche
- be real: talk about how you’ve overcome a difficult challenge
- sing the praises of others
- create a buyer’s guide: what should they look for, and what to watch out for?
- collect weird stories from sources your readers don’t usually see
- guest post on others’ blogs
- invite a guest blogger to write for your blog
- leverage pop culture–what’s Trending today on Facebook or Reddit?
- record a session with a client with their permission
- create a useful tool and give it away
- present almost all the content you create on a domain you control, using a platform you control (self-hosted WordPress is very popular for this)
- make sure your website is attractive, secure, and usable
- obsessively focus on what your readers want
- always try to get better at writing and/or creating other forms of content
I’ve uploaded several really great eBooks from Copyblogger about content marketing to Doc Sharing in the eCompanion. Check them out!
- Content Marketing: How to Build an Audience that Builds Your Business
- Content Marketing Research: The Crucial First Step
- 100 Content Marketing Examples
- How to Create Content That Converts
Kevin Spacey Closing Keynote Highlights – Content Marketing World 2014 [5:20]
CMWorld 2014 – Storytelling & Content Marketing [5:40]
CMWorld 2014 – Marketers need to rethink the sales funnel [9:47]