Have you read Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman?
For some time now, we’ve been in the era of content marketing, providing key information that your audience craves so that your business can engage better with your customers and address their questions or concerns.
The theory behind content marketing is that if you produce quality blog posts and white papers that address your customers’ most pressing questions, they will in turn be more inclined to read your blogs regularly, purchase your services, and recommend your business.
Sounds great, right?
What Is Great Content?
According to the authors of Content Rules, great content “as a cornerstone of your marketing” can:
- Bring new customers to your virtual door.
- Create buzz on Facebook, Twitter, Pinterest and other social media networks about your products.
- Inform your customers about the benefits of your products.
- Trigger the impulse to spend some money on your products.
For all of this to occur, you have to create the content first. Are you wondering what makes great content? Here are the authors’ suggestions.
Use a natural voice in your writing. Write as though you were speaking with a friend.
- Refrain from using jargon.
- Disregard your junior high school English teacher’s advice and use colloquialisms.
- Don’t be afraid to break a few rules.
- Be more concerned about creating great content than appearing professional.
Instead of budgeting money for advertising, invest your time and money on a website and blog. Discern who your customers are: find out what their needs are and do your best to provide answers to their questions.
Over time, you will build a loyal base of supporters who will become your best champions.
Frances Caballo is a social media strategist and manager and the author of six books on social media. Click here to schedule an appointment with her.