6 basic principles prior to produce content, Basic principles of sustainable content
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Basic principles of sustainable content
I must admit that I spend a lot of time traveling means content. I have less opportunity to read an article that caught my attention until the last line. I must say that sometimes I have to search long in my newly published content sources before falling on an article, note or a really interesting video content.
We have integrated all that anyone connected may publish content. This is of course a major change in our societies. It's also a real free fall of the overall quality of the contents of this comparison we proposed that good old paper. It is now or never to get out of the mass and the cacophony to position yourself on the qualitative content, interesting and useful.
Easier said than done. Write for itself is already complicated. Writing to be read requires a true talent. But writing to be helpful! And I pushed even further by proposing a cap post that explains how to create content that tear .. However, I am obliged to go now that I announced the promise with this title slightly seductive ..
So you want to launch your content marketing strategy? Or maybe you want to improve your upcoming content as part of an already launched campaign?
I suggest you apply these 6 basic principles to ensure a minimum of success. And rather than talk about content "that tears" or content of "quality", I prefer to finally use the term "sustainable content." I happen to invent some expressions when I'm in a good mood .. And especially when I write a new blog post.
I must admit that I spend a lot of time traveling means content. I have less opportunity to read an article that caught my attention until the last line. I must say that sometimes I have to search long in my newly published content sources before falling on an article, note or a really interesting video content.
We have integrated all that anyone connected may publish content. This is of course a major change in our societies. It's also a real free fall of the overall quality of the contents of this comparison we proposed that good old paper. It is now or never to get out of the mass and the cacophony to position yourself on the qualitative content, interesting and useful.
Easier said than done. Write for itself is already complicated. Writing to be read requires a true talent. But writing to be helpful! And I pushed even further by proposing a cap post that explains how to create content that tear .. However, I am obliged to go now that I announced the promise with this title slightly seductive ..
So you want to launch your content marketing strategy? Or maybe you want to improve your upcoming content as part of an already launched campaign?
I suggest you apply these 6 basic principles to ensure a minimum of success. And rather than talk about content "that tears" or content of "quality", I prefer to finally use the term "sustainable content." I happen to invent some expressions when I'm in a good mood .. And especially when I write a new blog post.
1 - SUSTAINABLE CONTENT MUST MEET A NEED
You simply must set a target to meet some unmet needs or respond to recurring questions asked by your target. Of course this requires to be listening to your audience. You should even think to meet your target. Look for the most active users on the subject that you treat and find a good reason to meet to exchange and understand their needs, their questions, their uncertainties, their experiences.
But do not just serve your audience. The next step, even perilous, is to educate. The challenge is daunting: to anticipate the needs of your target, raising awareness of new trends, new practices, new approaches. That's the best way to gain credibility and install some confidence. It is also an opportunity to turn a latent need demonstrated need. In other words, invite your target to advance a little further in the purchase cycle.
2 - SUSTAINABLE CONTENT MUST BE CONSTANT
The main feature of a content marketing strategy that works is the regularity both in terms of quality and delivery. I would even say that a content should be offered not only regularly but also in time. Promises must be kept. A monthly magazine or newsletter sent every day have no choice but to get out in time.
It's a marathon. Post less often to keep up. But broadcast better. The attorney can help you do and be doubly beneficial. First by offering a volume of content necessary for regular dissemination and instead supported. Can you avoid falling into the trap of offering only the content that belongs to you.
3 - CONTENT IS SUSTAINABLE REST ON A SINGLE TONE
As a blogger or content producer, you have a big advantage over a journalist. You will have to answer to anyone. You do not have to stick to a tone if not yours. Be funny or sarcastic. Be yourself!
Your content will be appreciated for their originality, uniqueness and especially because you give the impression to speak directly to your readers, from human to human. That's why blogs are good vectors of content. The blog has allowed the authors to be accessible, to be closer to their readers. Netizens have now realized that the blog post authors are not really writers. But content producers. Readers accept and understand. They will sometimes be even more careful if the shape is a little light. So assume your style!
4 - CONTENT EXPRESSED A SUSTAINABLE PERSPECTIVE
You are not writing an encyclopedia, nor an activity report. Do not hesitate to give relief to your content by expressing your views without restraint. Take a stand!
Yes, it is true that you can expose you to some comments also determined. And that's good if your audience responds. But do not worry, in the vast majority of cases, your stance is often criticized as appreciated.
I guess you do not have an opinion on everything. Somewhere healthy enough. An opinion can be built over the long term. In some cases, it is best to publish content that poses a setting and then a question. This is an approach that invites discussion and exchange. This is also an opportunity for you to build an opinion.
5 - CONTENT IS NOT SUSTAINABLE egocentric
Stop talking about you! We no longer need those contents which deal only with your expertise, your products and your services. Though of course, it will talk about your products and services and your expertise one time or another. But one thing at a time. After all you are a marketer, not a commercial. The audience you're targeting and which does not know you yet little or no longer want to hear that you are an expert, the best, the specialist, the leader in your market. And I will teach you anything by saying you anyway nobody ever believed.
Depending on the position contained in the conversion funnel, begin to consider talking to you and your company. A blog, for example, is at the top of the funnel. At this stage, do not speak to you or your products and services. Talk about everything and everyone except you. The contents that are deeper in the funnel can start, relatively speaking, distilling some information about you directly. Download a white paper following the seizure and validation of a web form will indicate for example the brand and the name of your organization. A video demonstration of your software will, for example, more engaging for the product and the brand.
6 - SUSTAINABLE CONTENT TO BE THE BEST IN ITS CLASS
Again, rather than brag of being the leader in your field, put all your energy to produce the best content in your industry. This may take time but this must remain an objective. If you want your audience to be attentive and spent the necessary time to read your content, they must offer content worth even beyond their expectations.
An admittedly complicated. A true approach. A real business that requires resources, resources and a real commitment to the long term. Yes, it's an investment.
EXAMPLES OF CONTENTS .. uhhh .. tearing SUSTAINABLE
Think about the sources of content that you see every day. What have they special? They offer information you can not find anywhere else? Are the content delivered daily at the same time? Do they express a particular point of view? Do they help you change your job?
Here are some sources of content that I like and which are now part of my daily life. These blogs are good examples to follow.
Seth Godin - That one should not mention so I hear about this author online and offline. Seth has a blog that he updates daily on topics that deal directly or indirectly with marketing.
HubSpot Blog - connects me I eagerly each day. The reference in blog dedicated Inbound Marketing.
KISSmetrics Blog - Who offers tremendously good practice guides, more generally long notes but very complete.
Content Marketing Institute - a reference in terms of content marketing with a blog that publishes daily posts on the subject.
Your goal is to install a complicity with your audience. This is in accordance with these 6 basic principles and maximizing the reach of your content it will be possible to embed yourself in the daily life of your hearing.
Once you have achieved this goal, it will be easier to sell, much easier.
You simply must set a target to meet some unmet needs or respond to recurring questions asked by your target. Of course this requires to be listening to your audience. You should even think to meet your target. Look for the most active users on the subject that you treat and find a good reason to meet to exchange and understand their needs, their questions, their uncertainties, their experiences.
But do not just serve your audience. The next step, even perilous, is to educate. The challenge is daunting: to anticipate the needs of your target, raising awareness of new trends, new practices, new approaches. That's the best way to gain credibility and install some confidence. It is also an opportunity to turn a latent need demonstrated need. In other words, invite your target to advance a little further in the purchase cycle.
2 - SUSTAINABLE CONTENT MUST BE CONSTANT
The main feature of a content marketing strategy that works is the regularity both in terms of quality and delivery. I would even say that a content should be offered not only regularly but also in time. Promises must be kept. A monthly magazine or newsletter sent every day have no choice but to get out in time.
It's a marathon. Post less often to keep up. But broadcast better. The attorney can help you do and be doubly beneficial. First by offering a volume of content necessary for regular dissemination and instead supported. Can you avoid falling into the trap of offering only the content that belongs to you.
3 - CONTENT IS SUSTAINABLE REST ON A SINGLE TONE
As a blogger or content producer, you have a big advantage over a journalist. You will have to answer to anyone. You do not have to stick to a tone if not yours. Be funny or sarcastic. Be yourself!
Your content will be appreciated for their originality, uniqueness and especially because you give the impression to speak directly to your readers, from human to human. That's why blogs are good vectors of content. The blog has allowed the authors to be accessible, to be closer to their readers. Netizens have now realized that the blog post authors are not really writers. But content producers. Readers accept and understand. They will sometimes be even more careful if the shape is a little light. So assume your style!
4 - CONTENT EXPRESSED A SUSTAINABLE PERSPECTIVE
You are not writing an encyclopedia, nor an activity report. Do not hesitate to give relief to your content by expressing your views without restraint. Take a stand!
Yes, it is true that you can expose you to some comments also determined. And that's good if your audience responds. But do not worry, in the vast majority of cases, your stance is often criticized as appreciated.
I guess you do not have an opinion on everything. Somewhere healthy enough. An opinion can be built over the long term. In some cases, it is best to publish content that poses a setting and then a question. This is an approach that invites discussion and exchange. This is also an opportunity for you to build an opinion.
5 - CONTENT IS NOT SUSTAINABLE egocentric
Stop talking about you! We no longer need those contents which deal only with your expertise, your products and your services. Though of course, it will talk about your products and services and your expertise one time or another. But one thing at a time. After all you are a marketer, not a commercial. The audience you're targeting and which does not know you yet little or no longer want to hear that you are an expert, the best, the specialist, the leader in your market. And I will teach you anything by saying you anyway nobody ever believed.
Depending on the position contained in the conversion funnel, begin to consider talking to you and your company. A blog, for example, is at the top of the funnel. At this stage, do not speak to you or your products and services. Talk about everything and everyone except you. The contents that are deeper in the funnel can start, relatively speaking, distilling some information about you directly. Download a white paper following the seizure and validation of a web form will indicate for example the brand and the name of your organization. A video demonstration of your software will, for example, more engaging for the product and the brand.
6 - SUSTAINABLE CONTENT TO BE THE BEST IN ITS CLASS
Again, rather than brag of being the leader in your field, put all your energy to produce the best content in your industry. This may take time but this must remain an objective. If you want your audience to be attentive and spent the necessary time to read your content, they must offer content worth even beyond their expectations.
An admittedly complicated. A true approach. A real business that requires resources, resources and a real commitment to the long term. Yes, it's an investment.
EXAMPLES OF CONTENTS .. uhhh .. tearing SUSTAINABLE
Think about the sources of content that you see every day. What have they special? They offer information you can not find anywhere else? Are the content delivered daily at the same time? Do they express a particular point of view? Do they help you change your job?
Here are some sources of content that I like and which are now part of my daily life. These blogs are good examples to follow.
Seth Godin - That one should not mention so I hear about this author online and offline. Seth has a blog that he updates daily on topics that deal directly or indirectly with marketing.
HubSpot Blog - connects me I eagerly each day. The reference in blog dedicated Inbound Marketing.
KISSmetrics Blog - Who offers tremendously good practice guides, more generally long notes but very complete.
Content Marketing Institute - a reference in terms of content marketing with a blog that publishes daily posts on the subject.
Your goal is to install a complicity with your audience. This is in accordance with these 6 basic principles and maximizing the reach of your content it will be possible to embed yourself in the daily life of your hearing.
Once you have achieved this goal, it will be easier to sell, much easier.