Thanks to Joe Pulizzi of the Content Marketing Institute and Pawan Deshpande for their webinar “Content Marketing Bootcamp: 5 Simple Steps to Get Started.”
Following are my key takeaways from the webinar you may find useful in creating content.
Today, marketers must think of themselves as publishers, producing and disseminating information for their audience.
The former barriers to content marketing have fallen:
- content acceptance is determined by the reader
- talent — former copywriters are now writing for private companies
- technology is now provided by free blog software
- databases have been replaced by social media
Content marketing use by tactic:
- social media (excluding blogs) is used by 79% of people on the Internet
- 78% post articles
- 62% attend in person event
- 61% read e-newsletters
- 51% blog
Content marketing is the great equalizer for small companies — they are more agile, able to finely target prospects and customers and able to respond quickly.
Storytelling is the key to compelling content.
Become the expert on a topic and provide valuable, relevant, compelling content to customers and prospects on a regular basis.
Curate content by finding, grouping organizing and sharing the best and most relevant content on a specific issue.
The benefits of doing so are:
- Build thought leadership
- Improve SEO
- generate qualified leads
So, what are the five simple steps for getting started?
- Pick your topic. What do you want to be known for? Think beyond your brand.
- Fin and follow your sources. Create a source list and monitor by signing up for newsletters, following on Facebook, LinkedIn and Twitter, subscribe to blogs and Google alerts.
- Organize your content. Find an effective and informative way to categorize information. Make it part of your daily routine. Filter out the noise or irrelevant content.
- Create your own content. Add value to existing content. Use commentary to provide context and connections. Provide unique thoughts and perspective.
- Share your content. Create content regularly and consistently to establish thought leadership. Choose more than one venue (channel) in which to distribute your content. Use tools like microsites, newsletters, social media and news feeds to help disseminate you content.
What have you found to be most useful in your content marketing efforts?