Once you understand the basics of content marketing, the next step is to incorporate aspects of marketing with meaningful content. If the meaningful content part sounds a lot like something out of journalism basics, it’s not by accident.
Once considered taboo, it is not so unheard of anymore to blend aspects of traditional journalism techniques with marketing. Thanks in part to the increased prevalence of online marketing, there is more opportunity to become “an authority” through the content you distribute via your various online platforms.
Filling a Need for Content
Many traditional news outlets are on the hunt for content; whether it be opinion pieces or well-crafted marketing pieces that blend subtle hints of marketing with newsworthy content that offer valuable online content. To get in the right mindset, keep these additional points in mind:
- Offer something of value beyond why someone should use your products and services
- Focus on quality rather than just cranking out content as fast as you can
- Not all content has to relate specifically to your business
- Don’t have an obvious agenda (people will quickly lose interest)
Think Like a Journalist
While you may be an expert when it comes to marketing your business and the products or services you offer, you want to shift to journalist mode when it comes to your content. If you want to see productive results from your content marketing, you need to ditch the sales pitch and approach your content as if you were a journalist and focus on producing something of real value to your readers. Here are some ways to accomplish that goal:
- Become an Authority – Focus on trying to solve a problem. Be specific in terms of the problem or set of problems you are solving. Offer a clear set of solutions beyond simply turning to your business for help. You will soon notice that readers come back – and they just might eventually become customers.
- Who Are You As a Business? – People tend to like the story behind the story. Engage your readers on an emotional level by presenting details of how your business started. This may include the background of key people in your company and details of what you want to accomplish and what your core objectives are.
- Produce Consistent Content – The key to successful content is to be consistent. Your readers will only “stay tuned” for more for so long. Produce content on a regular schedule, since loyal readers tend to look for your new content once they get to know your schedule. Besides, regular content makes you look more professional.
- Build Credibility and Trust – Don’t use your content to bash your competitors. While you want to “direct” readers to using your products or services, you don’t want to trash your competitors in the process. Be honest about the information you present and cite outside sources by either mentioning your sources or linking to authoritative sites.
Closing Thoughts
Put yourself in the place of someone likely to be reading your content. Ask yourself “would I read this?” before placing or submitting online content. Don’t forget to check basic things like spelling, grammar, and any facts your present. You are not going to be seen as credible if your content is loaded with errors and inaccurate or outdated facts.
