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Only five steps

That's all it takes for content marketing to be effective. Here's a handful of golden rules.
Urszula Radzińska
O AUTORZE

Urszula Radzińska

Journalist and musicologist who decided to dedicate herself to looking for harmony in corporate communication. Head of leading Polish content marketing agency Aude, CEO of Content Marketing Polska Association, author of interviews with experts “Your First Customer”.

★ 5 minutes czytania

1. First of all, ask questions
This is the basic stuff, which is why people easily forget about it. All begins with a set of six questions: who, what, when, where, why, and how. No matter how uninteresting your sector is – it becomes appealing when you ask the right questions.

How do you reach them? Ask the six questions mentioned above, mix and fit your topic with others you think are interesting; use a random word generator to see if there are new links and analogies between the subjects; remember that for the questions brain storming to be right, some of the ideas need to be absurd (keep in mind that absurdity can also be good viral content); know the questions posted by your readers on Quora, Yahoo! Answers, or even AskReddit.
2. Make a research on your subject, your recipients and the impact network
Having searched through the Q&A pages, forums and social networking websites you more or less realise what your recipients are interested in. But to know their needs better you can go a step further: check for key words on AdWords, find what draws attention on social networking websites, test your questions on the Internet to find out which are most interesting and most promising (how many people are looking for answers to such questions?), test them via advertising (it’s not free, but helps assessing the interest), test them through research (websites such as SurveyMonkey or Amazon’s Mechanical Turk will let you survey Internet users).

You should research influence networks and opinion leaders every day by following e-mail bloggers, those who twitt and retwitt, and by networking on FB, Google+, Linkedln and other networks according to your market niche. What’s important is how to turn the existing contacts into advantages for your content: find out what influential people think about your idea, find out if you can get them engaged in the project somehow, let them view the effect of your work, see if any of the “influential” people could post your content on their website. Don’t forget that mutual exchange is crucial for sustaining these relations.

Try to focus on information related to your topic which is difficult to find. Act like a journalist. The first person who tells about something in an accessible way is usually the one who gets most links to their website. The tools that might be of use: Google scholar, libraries and books, original sources, contrary to the content based on them, raw data, customer restricted data, research, interviews with experts, topics outside of your niche (good for analogies).
3. Answer your questions with lists, guides and stories
Those three types of content organising are most successful. A list is attractive because it is easy to search through and to remember. A guide is an easy source of information that can be turned to practice, which gives you a direct influence on the reader’s life. The content is better remembered and more engaging. We love stories and tales because they describe people who struggle with obstacles and win (or lose). Stories are a unique form of learning, because they get you involved.

4. Copywriting and editing tricks
It’s hard to talk about the perfect text editing process. It’s best if you give yourself a day or two off to catch the breath and get back to the material when you can get fully involved in it again.
Key hints for preparing the article: make sure the first sentence is eye-catching use the active form, avoid repeating words such as: is, was, are when addressing the reader use the verb at the beginning of the sentence read your text aloud and correct it if anything sounds strange or awkward replace sentences which have unfamiliar words, are too long or sound too formal divide longer paragraphs read the whole text not thinking about its grammar or vocabulary, but focusing on the “flow” of the text, its atmosphere, tone, and checking if everything fits well explain complicated issues that may be unclear for the reader think about adding an illustration, which will make the reading easier and more pleasant
5. Promote your content
Viral content and promotion are a separate subject, but we can point to several important tricks that can help win more audience: think about a title in the form of an intriguing question or a surprising statement place a link to your content on a platform that your readers frequently visit, such as a networking website, an online forum, a popular website that accepts posting by guests. Let the content be seen in many places inform about your content the leaders you have contact with. See what they think about it. Maybe they’ll choose to pass it on? They may be more willing to do so if you mention them in the text, even if they were not directly engaged in it you can post a link on Reddit if you share other’s content there frequently enough buy ads on FB and promoted tweets. You’ll get a high chance of your content being shared by these sources. The “share” activity should be equal to that paid. If you don’t see this social sharing activity, something’s not right use Stamble Upon Paid Discovery to boost traffic

Kategorie: school of contentic, B2E, B2C, B2B

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