{"id":5954,"date":"2017-05-02T09:00:38","date_gmt":"2017-05-02T07:00:38","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=5954"},"modified":"2023-06-28T08:43:24","modified_gmt":"2023-06-28T06:43:24","slug":"content-marketing-tips","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2017\/05\/02\/content-marketing-tips\/","title":{"rendered":"Content Marketing Tips Based On Experience"},"content":{"rendered":"

Here are my real-life content Marketing tips. I built this list for my students a month ago and I\u2019m sharing it now as I think it could be useful to our readers. It\u2019s one of these subjects which seem to be very easy but it\u2019s not. You could learn it, or at least its principles, in a matter of minutes. Teaching it is extra hard unless you are not afraid of teaching things that aren\u2019t really\u2009\u2013\u2009or at least not always\u2009\u2013\u2009true and are ready to stand up for it and pretend you\u00a0know the truth and all the content marketing tips and\u00a0they are all fault-proof.<\/em><\/p>\n

Content Marketing Tips Based on Experience<\/h2>\n
\"Content
Content Marketing Tips Based on Experience<\/figcaption><\/figure>\n

Of course they aren\u2019t. <\/em>Ditto for Word of Mouth marketing and so it is for most subjects linked to digital marketing. One thinks one knows it but when you\u2019re asked to do it then you realise you know nothing. Even I who have been practising this for 22 years and more. I\u2019m still learning\u00a0every day and it\u2019s a good thing\u00a0because it means I\u2019m never resting on my laurels.<\/em><\/p>\n

Content\u00a0marketing is\u00a0<\/em>all a matter of practice and field experience, trial and error and no truth holds for very long before it is questioned and all you know must be reinvented. So here\u2019s the sequel to our latest post on Content Marketing based on the questions asked by my master\u2019s students last month. Our last point was about time and money. I repeat the last question below and we will take it from there. This is part\u00a02 of this blog post, which will be published in 3 instalments.<\/em><\/p>\n

Content marketing tips<\/h3>\n

(Here I will deliver my content marketing tips through the answer to a few questions I had from my students.)<\/em><\/p>\n

As for SEO vs SEA, engagement could either mean that you pay or you invest time. It\u2019s your choice <\/strong><\/p>\n

(as seen in part one of this blog post)<\/em><\/p>\n

But that doesn\u2019t mean that the value of social media is in engagement dashboards. In fact, it\u2019s not. It\u2019s in the power to interact and to gain insights from people: clients\/partners\/influencers\/or even the average punter (who cares as long as you have an insight?)\u00a0One insight only is sufficient for you to change positively and durably a product or service and make a strong impact in your market<\/strong>. Yet, most marketers are lazy and prefer to pay Facebook so that they can show \u2018big\u2019 engagement numbers even though you and I know that they are not really \u2018big\u2019.<\/p><\/blockquote>\n

To sum it up in a few words, I think there is no other technique or strategy to increase engagement, whatever it means. In my eyes, content marketing tip number one is that what is most valuable is the quality of your content <\/strong>(in the broad sense of the term: content could be anything from entertainment to something which is particularly mesmerising or inspirational, something extraordinary which people want to share). I know that the term quality is very subjective and that it\u2019s difficult to define and that it could mean different things to different audiences. That\u2019s exactly the point. Define what that \u2018quality\u2019 means for your audience: B2B audiences will most probably favour in-depth content and B2C entertaining content. That\u2019s a starting point, there is no matrix for defining what \u2018good quality content\u2019 is. Yet, all we know is that\u2026<\/p>\n

Once your content is superior <\/strong>(re the above-mentioned caveat), all the rest will follow<\/strong>. This is the power of Word of Mouth Marketing.<\/p>\n

Are different copywriting skills required on Facebook and Twitter?<\/h3>\n

My second content marketing tip in this piece would be not to confuse apple and oranges. There may be some copywriting skills required on social networks, but I would certainly not hold them for content marketing skills (now that I can tell the difference). Posts in Twitter are barely 140 characters long (there have been a few changes but no big deal), and Facebook posts on Brand pages are much longer on average. So, I wouldn\u2019t even call it copywriting skills. There are Facebook and Twitter techniques but they are worth nothing compared to having really inventive people interacting for real with other real people. If you are not convinced you can still go to the numerous infographics online and learn them by heart and become little CM robots (by the way, one does NOT manage communities, THEY manage YOU).<\/p>\n

How to find suitable content to apply in product promotion?<\/h3>\n

Content marketing tip no.\u00a03: product-related content is manifold<\/strong>:<\/p>\n

    \n
  1. Product descriptions<\/strong>\u00a0: describing products, what they are, the pain points associated with them and describing them well. In that context, content could even be extended to UGC with likes and rankings and content produced by users who describe in earnest what they think of your product or service.<\/li>\n
  2. Persona marketing<\/strong>, i.e. the ability to depict several types of users. Personas are mostly created from field surveys (or sales force surveys as well) and grouped into several typical use cases. They are great for SEO. There are different approaches to personas: in the US, businesses are keen on using fake people and fake names and giving them hobbies and such like. Europeans shy away from that and wish to be stricter and more professional.<\/li>\n
  3. In-depth onsite content<\/strong> such as visionary content to promote an idea or concept behind a product. This encompasses history and storytelling about your business, its history, its people, its philosophy, its methodologies (if any) etc.<\/li>\n<\/ol>\n

    I may have forgotten one or two things here, this piece is not comprehensive.<\/p>\n

    What kind of content marketing can help trigger more sales revenue?<\/h3>\n

    That\u2019s not a content marketing tip but a two-million-dollar question. There is never a sure bet for content to be triggering sales directly. Even though I can testify to the contrary with many impressive results, I refuse plainly to link content creation to sales for fear of shooting myself in the foot. Bear in mind that content marketing is inbound marketing (people buy from you). Whereas outbound is performance-based marketing (you sell to people). Yet I can give you hints<\/p>\n