10 DOs of Proper Content Marketing
By now you should have heard many reasons why you should put efforts into content marketing and possibly some advice on how often to produce content, how to share it, with whom to share it and what types of content to share.
You may be confused about how much to exactly invest into content marketing and who you should have produce it , manage it and measure its effectiveness. This is why you should consider a proper Content Marketing Strategy. Short of that, you should follow my 10 DO’s of content marketing.
Content marketing is becoming a centerpiece of SEO . Content marketing is becoming a centerpiece of social media marketing. If you’re serious about using the Internet to drive business, you need to be serious about Content Marketing.
I’ve been developing Content Marketing Strategies for businesses around the world for the last 10 years. I’ve been managing content marketing programs for clients for the last 5. I have been involved in content planning for start ups, slow moving (to the web) manufacturing companies, branding agencies, search companies , accounting firms, you name it, I have seen it all when it comes to content marketing. I remember when a simple Blog went to a Vlog to info graphics to motion graphics to Virtual Reality.
No matter what business you’re in you need a strong content marketing program to drive online visibility and customer engagement on the Internet. In my many years of being a content marketer, I’ve seen all the good, the bad and the ugly in the world of content marketing. So now I’d like to share with you my Top 10 DO’s for effective Content Marketing Strategy. Read, enjoy and of course, share this with your social media circles.
The Top 10 Do’s of Effective Content Marketing Strategy
1. DO have a content marketing plan that details the types of content that aligns with your specific company position. This is directly related to your audience. You need to know what types of content your audience consumes to ultimately make buying decisions. A proper Content Plan designed for your business can get you there.
2. DO have the proper resources for producing all types of content. This is related to the people you have in content production. At my agency. Agent-cy, I continually invest in qualified content creators for my online brand and for our clients. You should vet content producers based on the types of content your business calls for – post content planning, of course.
3. DO have a content monitoring system in place before you start. It is critical that if you invest in content marketing, you can measure its impact in social branding and traffic drivers, as well as customer acquisition.
This ties into your social media strategy, where you should have a monitoring tool in place to track content effectiveness across the board. For smaller businesses, Hootsuite is a sound choice; for larger companies, choose systems like Salesforce’s Social Studio. Read my interview on ClickZ.com with Symantec Director of Social Media, Charles Treadwell, on how they use Social Studio.
4. DO take the time to review automated content marketing tools. You may notice on the right side of my website a featured called RECOMMENDED CONTENT. I am utilizing a great tool called Brightinfo which lets me suggest content based on site user behavior. Further, it allows me to understand what content is the most read.
5. DO invest in proper visual content. Whether that is custom infographic, custom motion graphics, professionally produced videos or illustration, visual content that is strong has a better chance of engagement. For an example, see my How to Hire A Social Media Trainer Info graphic I created to help Marketing Directors and Hiring Directors understand the proper qualifications and experience for hiring a B2B Social Media Trainer.
6. DO create content based on customer demand. Again, this is where proper research of your customer’s online content consumption behaviors come in handy.
7. DO have the proper mix between original content, guest content, and third party content. This is the real art of content marketing. Learning how to promote, while promoting others, sharing proper opinions and adding value to your ecosystem is the key for content mix effectiveness.
8. DO invest in proper content marketing training. Training can be as light as a day on Blogging to as intensive as ongoing internal team training on sell able content. I train companies in all of these areas so that they can build strong content teams.
9. DO realize that original content can come from anyone on your team. Your employees may become your best content creators, with a little bit of training. They know the company culture and needs of your customers.
10. DO have a content management approval system in place before starting on content marketing. Just like you have an approval process in place for what goes on your web site, you should do the same with any piece of content you share in social media.
Advisors Will Be Extinct in 5 Years Unless…
I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement.
In short -- and I think I’m pretty typical – I was looking for financial advice, as it relates to my life.
Here’s the disconnect, what most advisors do is simply manage their clients’ assets. They determine what to buy, and what to sell, they think about risk management, about growing their practice by finding new clients and about getting paid.
Historically that has been the business model. But as more women take control over financial assets, they, like me, will be looking for a different experience. And unless the financial community is willing to change ….. advisors, as they are today will be extinct in five years.
Advisors who want to survive will have to do a lot more than just manage money – they will have to provide genuine “advice”. That means doing what’s right for the client, not pushing product and pretending it’s advice.
Women especially, but all investors generally, are becoming more and more cynical. They says, “If I want advice about reducing my debt, that’s what I want and not ‘here’s more debt’ because that’s what my advisor gets paid for! And if saving taxes is what I want then saving taxes should take precedent over selling me a product.”
You may be thinking that spending your time providing advice isn’t lucrative but the reality is that in the long run – it pays off in spades. The advisors who take the time to build real relationships with clients, who provide advice as it relates to their clients’ lives, even when there is no immediate financial benefit to themselves, those who don’t simply push product – are the ones who over time have the most successful practices.
Generally women understand and value service, but they will say, “If I’m paying, I want to know what I’m paying for: Is it for returns? Is it for advice? Is it for administration? I want to know. Then I can make up my mind what’s worth it and what isn’t.”
Investing is becoming a commoditized business and technology is replacing research that no one else can find. Today the average advisor is hard pressed to consistently beat the markets, and with women emerging as the client of the future, unless they start providing real advice, their jobs will likely be extinct in five years.
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