Content Marketing Detox: How to Beat the Bulge
23
Content Marketing Detox: How to Beat the Bulge Photo Credit
Transcript of Content Marketing Detox: How to Beat the Bulge
Content Marketing Detox: How to Beat the Bulge
Photo Credit
Have you ever been told to just DO Content Marketing, ‘cause, you know, it works?
If you answered Yes! then I am sorry you were misinformed. But hear me out …
Content Marketing does work, if:
1. You have the right people in place 2. You have the right systems in place 3. You have the right promotion plan in place
Here are a few signs that you’ve been gaining the
content marketing bulge:
Can’t Shed the Pounds
Photo Credit
Working without a proper content strategy in place or a team that is not held accountable to the outcomes (Not the tasks, but the actual results.) will cause some serious content bloat.
Pro Tip: Start small. One amazing post per month is better than a bunch of crappy content. Use a calendar and plop in what is being published when and by who.
Too many companies invest huge amounts of money, time and resources into creating content…..that no one ever sees! They ‘retain’ all the content right there, on their hips.
Pro Tip: Apply the 80/20 rule of content marketing. 80% of your time should be spent PROMOTING your content, while only 20% of your time should be spent creating it. Wowzer is right!
Feeling Sluggish and Unproductive
Photo Credit
Content Marketing Strategy alone is often seen as a “glorified production line for content nobody really needs or wants.” The discipline of Content Marketing, when executed well, involves the creation, publication, and promotion of useful content across the internet.
Pro Tip: Use the Skyscraper Technique created by Brian Dean to come up with headlines and killer topic ideas sure to catch the attention of your core audience. Schedule this monthly with your core content team to plan next month’s content and promotion strategy.
Content Marketing Detox Plan
Photo Credit
“Content marketing is the only marketing left”
~ Seth Godin
As Seth explains, teaching your customers and giving your customers the resources to believe you is the new marketing. They
(customers) become a fan of yours because you teach them something that makes them feel better about the world.
1. Write the Plan
Create the editorial schedule or publishing schedule: Who: Writer, editor, promoter What: Topics, SEO keywords, and content types Where: What outlets or publications When: Schedule days and times to promote
1. Write the Plan
2. Solidify a content creation process
2. Solidify a Content Creation Process
Brainstorm “clicky” topic ideas monthly a-la Skyscraper Technique. Use parameters and set expectations for writing drafts Establish what type of editing you need and turnaround times (typically one week is sufficient)
3. Drill down your content promotion
process
Photo Credit
3. Drill Down Your Content Promotion Process
Where you are publishing a piece will effect your promotion process. (Contributed content versus your own blog or YouTube channel.) Include a “People Mentioned email” - This is the email you send to anyone who was linked to, mentioned or quoted in your piece. Schedule your future promotion plans for this piece. Remember, promotion is king (not content), so make sure this piece doesn’t die the day it was born.
“If you’re not putting out relevant content in relevant
places, you don’t exist” ~ Gary Vaynerchuk
