The term “Content Marketing” is becoming more and more nebulous as the industry grows and adapts to modern times and advancements in marketing. What content marketing is in its first form is the sharing of your knowledge via blogs, videos, info-graphics, and guest contributed articles (article published on blogs and sites you do not own) to build your reputation as a thought leader in your industry.
This isn’t for folks wanting to publish click-bait lists and blogs to simply gain follows or drive their personal stats. There is a place for that, but it is not within the realms of content marketing. The purpose of content marketing is to help people though your knowledge and expertise.
It’s simple, you have solutions that people need, and you want to share them in the aforementioned blogs, videos, etc. So, where do you start?
First, brainstorm your ideas with a trusted colleague. Trust me, I know it all sounds great inside your head, but then you try and put it down in words or in a video and it all comes out jumbled. I have been there, too many times! Whenever I want to create a new impactful piece of content, whether it be a short story, blog post, or video, I have a few folks I trust that I bounce my ideas off of. Just talking it though helps you center your main points and lay out your first piece.
Secondly, build yourself an outline. Yes, it is 101, but you need it. This isn’t free verse, you are trying to a) prove your worth to b) help people that could use your services. GET ORGANIZED! You want to maximize the effectiveness of your first swing to set your foundation.
Third, you want to create your first piece. Let’s suppose it is a blog post for example’s sake. Use your outline and craft the piece to your liking. Let it sit over night, and then edit it at least 3 times. Keep pouring over the words, structure, and final instructions to your potential readers. Then, remember those trusted colleagues we talked about? Run it by them. Get their thoughts and edits. You have to open yourself up to this and take their notes to heart. These are people you trust, who care about you and your work. They are some of the people who know you best, they know your voice, and what your knowledge base truly is. Take their edits, rework your piece and send it back to them.
ALL THIS WORK AND NO PUBLISHING???
I know, this is a long process before your work even sees the light of day. But, you are putting YOUR NAME on this work, it needs to be of the highest quality. Once you’ve gone through all of the steps above and are 100% sure in your mind, heart, and gut that this piece is ready to go live it’s time to decide where to publish.
You’re not hopping right into Forbes, Entrepreneur, Inc., or Time Magazine. You have to start in house. This is either the blog on your company website like this one your reading, or on Medium. Medium is a great spot to own your space within a great community. They show you some informative stats on your pieces and can add you to distribution lists to help you get your work out to channels that you otherwise wouldn’t. I have no financial interest in Medium. I have simply used it for our clients, and myself in the past.
Just sit back and watch the leads roll in and build your money bin, right? Not exactly. The first piece of content is just that, a first link in a long chain. A truly effective Content Marketing strategy is one that spans months and dozens of pieces of content. There are ways through digital and social media advertising to amplify your work of course, along with many other. Reach out to us today and we can chat through what you are after in your content marketing efforts.
There is zero commitment, just some emails or a phone call and we can help you get on the right path.