Урок №150. Blood, Sweat and Tears Define Great Content: No More and No Less
Основатель Linked Media Group Ли Тропел (Lee Traupel) для Huffingtonpost написал опираясь на свой личный опыт основные принципы создания успешного контента.
Terabytes are written about how to create great content every day.
It all flows from a few simple attributes.
Cut to the chase, tell a story and edit your content like Ben Bradlee.
Content Pain Points Every Business has to Come to Grips With
A budget is a moving target; start small, test the content ROI (is it getting read?), talk to your customers, monitor your conversion metrics, etc. — start with 20-30 percent of your overall budget.
How do you make content that the visitor wants to share? Key attributes: useful, emotion laden, factual, practical, newsjacks (events, moments in time, perspective).
Is your content distributed and published? A blog is not enough: you gotta do more.
In-house or outsourcing; or some combination of the two. Your probably better off with the latter.
Where do you find visuals to insert with your content? They are on your web site, embedded in your social channels and/or part of the visual story every employee tells with their profiles across the web.
What is SEO and how do we optimize our content. Use a keyword in your title and repeat it maybe once or twice on page of 300-700 words. Google understands more than you will ever know BTW.
Our time tested ten terrific rules to stun your competition, win friends and shift consumer behavior in your favor.
Rule #1 -blog with the best content you can produce, don’t waste time or resources on social media until your business has 30-50 blog posts completed.
Rule #2 — Brake Boredom’s hold on your brand. Great content comes down to structure, story and presentation.
Rule #3 — Jettison jargon when/where you find it. You know the stuff that makes your viewers’ turn away and embrace the dark force, otherwise known as the click of death in marketing jargon speak. God knows we marketers struggle with this problem. You are not alone!
Rule #4 — leave your local brand accent at home: write for a global audience. It’s the web right?
Rule #5 — write with your ears.
Rule #6 — be a mythic brand: serve customers, tell a good story and be passionate.
Rule #7 — be credible with your words when/if you can! Your writing has to stand on its own without endless facts and figures.
Rule #8 — give em the good with the bad. We all get sick of content with no grounding in reality whatsoever: «How I Made a Billion Working Ten Minutes a Day» Credible content, especially when targeting other businesses converts well when the on page content makes it clear you may not have all the answers.
Rule #9 — we are moving into a 2+2 world for smart content marketing. Readers want to know how your products and services work and add value to their business. Decisions are fraught with anxiety for many other biz execs who are weighing whether or not to use your services. So, tell them how you can help in measurable ways.
Rule #10 — embed calls to action in every piece of content that you write and share.
Rule #11 — see rule #1 and blog your ass off and publish aggressively with a take no prisoners rinse and repeat cycle.
Great Content is Embedded in the DNA of Your Company
Great content is more often than not a mythic beast that you have to work hard to breath life into.
It «lives» within each of you and the DNA of your company.
Creating great content is an iterative (повторяющийся, цикличный, многократный) process and may not happen overnight. Be patient.
Do you agree with the rules? Do you have your own secrets and know-how as to the content? Share it with readers of mmr.ua.