Dos and Don’ts of Content Marketing

We’ve all heard the mantra about content being king. We hear it so often, because it’s true. Content marketing is so critical for getting found online (SEO), that the top SEO sites — like Search Engine Watch, MOZ, Search Engine Land — have turned into content marketing blogs.

But, do you know HOW to do good content marketing?

Do you have problems creating content that works for your marketing efforts?

Do you look at a blank screen wondering what to talk about?

Or, do you have trouble finding time to create content?

My guess is you answered at least one of these questions with

YES

So, how do you do good content marketing?

Dos and Don’ts of content marketing

I ran across this cool infographic today that helps overcome some of these problems. But, as usual, I have my own take on the content marketing problem.

How to create good content

Tell a story — content marketing isn’t some sterile press release. Show some personality and get some emotion going.

And, don’t talk about yourself — at least not often. Talk about your customers. Tell stories about how they use your product. Talk about what your company is doing to make the world a better place (and if you’re not doing anything, shame on you).

Once you have a good story — edit it. Nothing is more unprofessional than spelling and grammar errors in your content. That said, don’t be afraid to use slang and other informal speech conventions — this isn’t your English term paper.

Writing content that works

1. Do good keyword research – find keywords that fit with your marketing goals and resonate with your target audience.

2. Pay attention to analytics – see what’s working and create content similar to your best content.

3. Include CTA (call to action) in your posts, but make them less promotional. So, instead of trying to sell your brand, position your CTA as solving a problem. Link CTA to your content.

4. On page SEO still works so optimize your pages.

What to talk about

This is probably the problem I hear most. And, here are some solutions:

1. Use a content marketing calendar — also called an editorial calendar (you can Google to find one or create your own). A calendar keeps you from looking at a blank screen and works to provide a cohesive plan for content marketing. A calendar also makes you more productive by collecting all the resources you need for creating content together.

2. Read — simply put, you can’t write if you don’t read. I would estimate I spend about 4-5 times MORE TIME reading than I do writing.

3. Step away from the computer. If the creative juices aren’t flowing, take a break. Shooting the bull with a colleague or taking a few laps around the block work wonders to unblock your creativity.

Finding time to create content

1. Creating social media content is eased by using tools like SproutSocial and Hootsuite to help share content across multiple platforms. Set aside a few minutes every day or a couple times a week to share content from your RSS feeds (I use Feedly) ensures fresh content on your networks every day.

2. Create a work environment that makes content creation easy. I have a nice, quiet office and block out specific times to ensure I have time to create posts. But, you might like a different environment. Maybe you want the TV on for background noise or some music. I have a friend who blogs on his iPhone on the metro to work. Having apps on your smartphone is a good way to use ideal time like waiting at the doctor’s office or standing in line at the grocery store.

3. Hire someone. I know some people say content creation can only happen in-house, but that’s simply not true. Even if I don’t personally have information about your company and it’s brands, I can read. I can talk to your folks. I can talk to your customers. Sometime I can create content you never would have thought about simply because I’m an outsider and more objective.

Learn more about content marketing

Whether you need a complete content marketing strategy, some help with Adwords, or some consulting to optimize your existing social media marketing, we can fill your digital marketing funnel. We can help you do your own social media marketing better or do it for you with our community managers, strategists, and account executives. You can request a FREE introductory meeting or sign up for my email newsletter to learn more about social media marketing.