It was amazing how few hands went up yesterday at the Online Marketing Summit when moderator Joe Pulizzi asked how many people in a room full of marketers have a content strategy in place. Attendees scribbled madly as his expert panel laid out a plan:
- Start with a needs assessment. Mike Stelzner of SocialMediaExaminer.com suggested starting out by asking who your ideal reader is. You need to be able to visualize that person and focus clearly on his or her persona to create content that resonates with that audience, he said.
- Get a sense for the competitive landscape. Where does your desired audience get information? Determine if there is a need that isn’t being filled and if you can own that gap, advised Content Rich author Joe Wuebben. Lawrence Coburn of RateItAll mentioned Seed.com as an example of a data-oriented service that can tell you what your market is searching for. (After you become a contributor, you have access to loads of user metrics.)
- Find out what stories people are telling about your brand. Listen to what your desired customers are saying. Survey them, if possible, and integrate what you learn into your plan.
- Choose your corporate voice. Simon Kelly of Story Worldwide suggests creating a “story platform” that will help define your voice. Make sure your voice is congruent with your core corporate values and consistent across channels. Your corporate voice will be defined by your audience demographics and company goals. It shouldn’t be confusing to your audience in any way.
- Know your core keywords. There are relatively inexpensive ways to find out the best keywords to target on your site. Coburn mentioned Wordtracker and Keyword Discovery as places to start.
- Commit to your blog. In Arnie Keunn’s business, Vertical Measures, 25% of his Web traffic comes from its blog. The blog should be the hub for your marketing activities, with platforms such as Twitter, Facebook, Linked as the spokes. Your blog is real estate you own, and you can control 100% how your content is presented.
- Make content educational, not promotional. Tell stories about problems your customers have, don’t just pitch your product. Consider asking for registration/further engagement with your audience at the end of your content — once readers are hooked — rather than at the beginning. Shoot for 200 to 400 words, which is the sweet spot for blog-post length, and don’t forget to augment your content with video whenever possible.
- Integrate your content with the other social-media channels. Embed social media into your content — even if your content is PDFs of case studies, e-books or white papers. Give readers the opportunity to engage in your content and share it with their networks. Lightweight ways to encourage reader engagement include adding a “like” button to your content, plugging in Facebook Connect and including discussion threads for blog comments.
- Create a content calendar. Build the calendar at least three months out. Make sure it includes season- and industry-related events and is accessible companywide.
- Tend to reader comments. Last, but definitely not least, leave no reader comment unattended.
Image credit, Eoseye, via iStock
Twitter
Facebook
Linkedin
RSS
Exceptional advice, Merritt. The only thing I would add is be prepared to learn even more about your content. Content will come easy in the beginning, but you will reach a point where you need fresh things to say. That's why content marketing makes you even better at what you do. One way to learn is to engage others that write similar content. Visit their blogs, leave comments and engage them in conversation. Great tips! Bret
Outstanding point, Bret — one that was underscored at a number of other sessions this week at the Online Marketing Summit. Learning from others and contributing when you can add value is absolutely key. Thanks for reading!
Great, great input. Having a good grasp on your content is a must if you plan on posting on a regular basis. The readers will be able to tell when you run out of steam. Truly being an expert in your niche is a must to run a successful blog. Another option would be to invite other experts in the niche to guest post on your site. That way your readers will always be getting fresh, relevant content.
My recent post Top 10 Social Bookmarking Websites
Great advice Merritt. I've also interviewed Joe on this very subject as well in a discussion "Be the media rather than surround the media." You can listen to our interview or read the summary here: http://bethevoiceblog.com/2008/10/17/be-the-media…
Also, I invite your readers to read my article, "'Be the Voice' – Build Your Business by Becoming your Industry's Thought Leader" which speaks to the same topic: http://www.sparkmediasolutions.com/bevoice.html
Thanks for these great complementary resources – good stuff.
Thanks, this is a great post, Merritt!
Hi Merritt…thanks for the shout out.
Couple thoughts since our discussion.
1. Failed content marketing often comes from a lack of consistency. That's why the content calendar is so important.
2. If you want online content marketing to really work, someone in your organization MUST get active where customers are at online, and clearly show passion for the industry. It takes a lot of work, but it's worth the pay off.
My recent post Brands as Publishers – Where's Your Content Strategy?
Hi, Joe. I appreciate your follow-up comments, especially because after I posted this, I realized that I neglected to mention that this content strategy plan is for companies in all industries — and is especially aimed at those who've never before thought of themselves as content creators. Passion for your industry — not just your product — will go a long way. Thanks for the terrific session!
Hi, Joe. I appreciate your follow-up comments, especially because after I posted this, I realized that I neglected to mention that this content strategy plan is for companies in all industries — and is especially aimed at those who've never before thought of themselves as content creators. Passion for your industry — not just your product — will go a long way. Thanks for the terrific session!
Great post. Joe's last two comments are especially on -point:
"
1. Failed content marketing often comes from a lack of consistency. That's why the content calendar is so important.
2. If you want online content marketing to really work, someone in your organization MUST get active where customers are at online, and clearly show passion for the industry."
I think not making the commitment in those two areas will make life a lot harder, and it's probably something nearly all of us are guilty of at some point.
My recent post Hey Google, That Blog is NOT Spam
Great post. Joe's last two comments are especially on -point:
"
1. Failed content marketing often comes from a lack of consistency. That's why the content calendar is so important.
2. If you want online content marketing to really work, someone in your organization MUST get active where customers are at online, and clearly show passion for the industry."
I think not making the commitment in those two areas will make life a lot harder, and it's probably something nearly all of us are guilty of at some point.
My recent post Hey Google, That Blog is NOT Spam
[...] Merrit Colaizzi posted from the Online Marketing Summit on the 24th with Live from OMS: The 10-Step Content Strategy [...]
All good stuff. Thanks.
[...] Colaizzzi was live blogging from the event, particularly discussing the content strategy panel moderated by Joe Pulizzi. She mentioned her amazement at how few hands went up when marketers were [...]
[...] Colaizzzi was live blogging from the event, particularly discussing the content strategy panel moderated by Joe Pulizzi. She mentioned her amazement at how few hands went up when marketers were [...]
[...] Colaizzzi was live blogging from the event, particularly discussing the content strategy panel moderated by Joe Pulizzi. She mentioned her amazement at how few hands went up when marketers were [...]
[...] nature are starting to become resources for news about their industry. And given the traffic our Live from OMS: The 10-Step Content Strategy garnered, we know this topic strikes a [...]
[...] small chunks via their friends on social networks. This changes how nonprofits need to think about web social content strategy and how to make it [...]
[...] small chunks via their friends on social networks. This changes how nonprofits need to think about web social content strategy and how to make it [...]
Perfect advice here. Content marketing rules the day and the sooner you make it work for you the better.
[...] of the content in addition to your day jobs. Before you read any further, make sure you have a content marketing plan and a conversation [...]
Great advice- i will put it into practice.
My recent post Best Practice Guide B2B Events
[...] could use a reminder, and if you are not already following these simple tips, here’s a refresher on how to develop content [...]
Excellent post. Thanks for the free advice! Much appreciated.
My recent post Internet Lead Generation- 4 Steps to Successful Lead Generation
Content is the most important thing in the success of a blog, with out good content you will not accomplish nothing. This is a very good list of tips. I will try to implement them on my blog to see how it works.
My recent post Google Search Algorithm Improved to Fight with Search Engine Spam
[...] The 10-Step Content Strategy [...]
A content strategy is so important! Having someone on board who knows this stuff inside out can really help. This is a useful article. I would change the emphasis a little bit to make sure the importance of listening comes out. Points two and three covers this a bit, but it is my belief that listening to what others are saying, customers, competitors etc. should form half the work of developing ones content strategy.
My recent post Marketing Executive vacancy
someone on board who knows this stuff inside out can really help. This is a useful article. I would change the emphasis
In SEO terms, have a fully-featured site go live but ensure there is a blog or similar functionality built into it, so that you can post new content on a daily basis if possible. This should be as topical as you can make it but some subjects can obviously be prepared in advance and hoarded, slowly released from draft to published status over time if you think you can't manage to write an article a day but can do them in batches every now and then.
Give readers the opportunity to engage in your content and share it with their networks. Lightweight ways to encourage reader engagement include adding a “like” button to your content, plugging in Facebook Connect and including discussion threads for blog comments.
I agree with the steps. Any good Marketing strategy begins with a realistic analysis upon what we actually have and what we truly need. And knowing your core keywords helps focusing and building a more coherent strategy.
Great blog i like it very much the information provided by u in this post is really appreciable and helpful thanks for sharing
My recent post Sponsored by Certified Forensic Loan Auditors, LLC – Mortgage Securitization Auditor Training Certification "MSA"Class – Coming to Chicago – September 23-25, 2011
Our surgeons have really enjoyed the mobility that the surgical headlamps give them around the operating table. However, another key benefit of using the surgical headlamps are the ability to adjust it's four different light intensity levels and it's very lightweight nature. This helps relieve the tension in their neck and shoulders, especially during the surgery cases which last longer than six hours.
there is a blog or similar functionality built into it, so that you can post new content on a daily basis if possible. This should be as topical as you can make it but some subjects can obviously be prepared in advance and hoarded, slowly released from draft to published status over time if you think you can't manage to write an article a day but can do them in batches every now and then.
is a blog or similar functionality built into it, so that you can post new content on a daily basis if possible. This should be as topical as you can make it but some subjects can obviously be prepared in advance and hoarded, slowly released from draft to published status over time if you think you can't manage to write an article a day but can do them in batches every now and then.
My recent post Mixed Colour Happy Birthday Candle Bags – 9.99 GBP
I would like to make it to one of the marketing summits soon. They are just so costly.
But think about the countries in which lay special taxes on stuff like cigarettes and alcohol. In these countries the tax income from those products are huge! The more consuments you have the more taxes you get and the lame ads against drinking or smoking won´t stop anyone who really needs this stuff…
Exceptional advice, Merritt. The only thing I would add is be prepared to learn even more about your content. Content will come easy in the beginning
My recent post The World is Beautiful
Miami Dolphins
Houston Texans
New York Giants
New York Jets
NFL Big Size56-60
Tampa Bay Buccanee
Washington Redskins
Tennessee Titans
In SEO terms, have a fully-featured site go live but ensure there is a blog or similar functionality built into it, so that you can post new content on a daily basis if possible.I will certainly come back again. thank for sharing .<a href="http://nurseslink.org/lpn-programs/georgia/
">LPN Programs in Georgia
My recent post Education Resources For Nurses
Hi, this is my first time i have visited here. I found many interesting stuffs, thanks for sharing and keep up the good work. Thanks, this is a great post, Merritt! Carmella Varian @ no fax payday loans
I have to see anyone, you happen to be absolutely in. My
spouse and i came up Only two this information via some
other blog site along with are intensely captivated by
this specific subject matter along with understading
about this specific. Does one head only examine this
specific information via our facebook or myspace web
site? Jilbab online
Supp Usa
Thanks for shae nice post
We offers the best pick & drop services of man and van Croydon from man and van Wandsworth to Wimbledon & London.We are the best in packing, moving services of man and van London and also deal in removal companies London, we specialize office house and student moves.
Man and van Croydon
Very pleased article for me who want to improve my content generation.
Sabri from bruleur de graisse