It’s true. I’ve been conspiring with Lennie Rose. To build up to the event on October 2nd, we’re posting top 10 lists on each others blogs, one tip per day. You’ll find my tips below and you can see Lennie’s content strategy tips on the Orbit blog.
So check back daily and you’ll see this list grow. Feel free to leave a comment and say hello, and hopefully, I’ll see a few of you at the Catalyst Ranch at the next Big Ooga!
1. Know who you’re talking to…
Web marketing is all about empathy. The more you can put yourself in the shoes of your audience, the more successful you’ll be. What questions do they have? What gets them excited? Worried? Where do they hang out? Who do they read? Who do they listen to?
This is the mindset of the content strategist: What questions does my audience need to have answered before they buy? Where are they asking these questions? How can I get there and provide the answers first?
2. Share with people who care…
Here’s a quick way to get your content in front of people who are interested: Visit FilterTweeps.com and find people who have the topic in the bio. If the post is called “How Wedding Planners Can Use Pinterest,” search for people who have “wedding” and “pinterest” in their Twitter bios (hint: there are 37). Pick a few with big followings and mention them when you Tweet the link!
3. Be Brief
Edit it down! Don’t use ten words if you can say it in six. Your reader is busy. Honor their time by being concise. Use short sentences. Short paragraphs. Even sentence fragments.
4. Internal links
Never miss a chance to link from one piece of content to another. Link from the blog post to the whitepaper, and from the whitepaper to the contact form. This is good for converting visitors into leads.
Also, whenever you write something, go back and look at older posts and find opportunities to link to the new post. The link itself should include descriptive text. For example, ”How to make a sitemap” is a better link than ”click here.” This indicates relevance and is good for SEO.
5. Get together…
According to the 2012 B2B Content Marketing Survey, live events are considered the most effective content marketing tactic. Remember, speaking is content too! So find a venue and invite your audience to network and learn from the experts (that’s you). When you meet people in person, you can build a relationship stronger than all those social media connections put together.
6. Take risks…
Try something new. Experiment with different tone, topics, tactics or frequency. What’s the worst than can happen?
…and every now and then, take a stand. Come out strong for (or against) something. It’s good show your readers what’s important to you. You can be sure than when you write an opinion that’s important to you, it will be in an authentic voice.
7. Set it and forget it…
Find every opportunity to put something on auto-pilot. Schedule holiday tweets a year in advance. Use Paper.li to auto-curate a weekly or daily paper. Set up a series auto-response emails when people subscribe to your newsletter or fill out your contact form.
8. Give people a reason to sign-up
If you’re newsletter sign-up box doesn’t tell people exactly what to expect and how often they’ll get it, can you really expect people to subscribe? Your email sign-up form should appear right next to the content, be visually prominent and set good expectations.
9. Post with pictures…
If your post goes live without a picture in it, it won’t stand out when you share it on Facebook, Google+ or LinkedIn. If at all possible, create a diagram or chart. Use a stock photo if necessary. A great picture is interesting all on it’s own. Not sure where to find a photo? Try using the camera in your pocket!
Find someone you like and come up with a writing project together. Take on a bigger content project and split it up the tasks. Combine your client lists and try a survey. Combine your contacts and hold an event. Or, post Top-10 lists on each others blogs and share with each others networks. Sounds like fun, doesn’t it?
Join us tonight at Big Ooga!
We’ll be turning attendees into kick ass content marketers, showing how to turn key messages into client magnets. Learn the skinny on how content strategy works with search marketing and social media.
Andy will be asking for a few volunteers to create an on-the-spot strategy for your company. If you’d like to be chosen, come prepared to answer this: “What questions does my target audience ask about my product or service?