Content Marketing: Think Like a Publisher
Action Item: Create an “editorial calendar” to create structure for your content marketing efforts. Decide how often you want to publish new content—for example, one new blog post per week—and then develop a few months’ worth of content ideas and keep a list of topics for articles, podcasts, interviews and videos.
2. Constantly Build Trust
Content marketing is not about “generating awareness,” it’s about building trust.
People might read dozens of your blog posts before they feel comfortable enough to reach out to you via email inquiry. Your content marketing efforts should create a “long tail” of 24-hour-a-day availability to engage with customers on your website. Over time, customers will find their way back to your site through Google searches, by finding one of your posts linked from a forum discussion, or via social media recommendation.
Your brand’s content marketing needs to create a unique sense of voice, personality and style that makes a connection with your audience and leaves them wanting to hear more from you.
Action Item: Look at two or three publications that create content you find valuable and interesting—not advertising, not “sponsored content,” but actual editorial content. Ask yourself, “What do I like about these publications? Why do I trust them? How can I emulate their style?” Ideally, content marketing should be just as useful, engaging and even entertaining as “real” editorial content. Look to keep your audience engaged and write in a trustworthy voice, just as if they were reading one of their favorite magazines.
3. Cultivate Publisher Skills
Content marketing cannot consist of thinly veiled sales pitches. Ideally, your content needs to be just as fun to read or watch as a magazine article or TV talk show.
This new reality can be intimidating to marketing staff who are accustomed to making brochures or writing sales pitches, but it also opens up a greater degree of creative freedom. Whatever is interesting to your audience is fair game to be used for content marketing.
Gregg Schwartz is the Vice President of Sales and Marketing at Strategic Sales & Marketing, an industry-founding lead generation firm based in Connecticut. His company helps technology companies and various startups and small-to-mid-size businesses in the B2B sales category generate sales leads and improve their sales processes.