In short, the best tip is to look at Content Marketing as if it is journalism, rather than thinking of it as “just” marketing.
Content marketing is really where journalism and marketing intersect.
First, The Marketing Aspect of Content Marketing
Clearly you do want to sell something, or content marketing would be meaningless to you.
For this you need to understand who your prospects are and what decision buying process they go through in the course of becoming your customer.
This is referred to as their buyers journey, which is the same as your sales funnel.
You implement a means of walking your prospects through your sales funnel, one step at a time, then you implement Content Marketing (and sometimes referred to as Inbound Marketing) to attract visitors to your website and generate leads from your website visitors.
So the marketing aspect of Content Marketing is twofold:
- Attract visitors to your website.
- Convert website visitors into leads.
The Journalism Aspects of Content Marketing
There are two important skills needed to make this work:
- Finding fresh content ideas (which includes recording them for later).
- Generating and publishing stories and articles.
And they are separate skills.
Finding Fresh Content Ideas
As silly as this may sound, the way you learn to do find a steady stream of fresh ideas for content is to do it.
Find a tool in which to record ideas. I use two: 1) a voice recorder app in my smart phone, and 2) pocket, a website and a smartphone app in which I can easily save websites (I choose this tool because it’s both a browser extension and a smart phone app which turns saving websites into a one click action).
Then find and record one idea per day.
The key here is EVERY day!!!
In the beginning you may yourself without any good content ideas. If that is the case capture a bad one. Just capture one.
As you do this more, you’ll get better at it.
Suggestions for Finding Fresh Content Ideas
Any question you get from a prospect or customer is a blog post waiting to happen.
Additionally, go to forum type websites (such as Quora) and see what questions other people are asking. Each one is a potential website.
Additionally, subscribe to a bunch of newsletters and Google alerts and set an email filter so they’re shunted aside into a special email folder, then when you sit down to write read through those emails for ideas.
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