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Content Marketing

Tips to create compelling content that attracts & builds trust w/customers: angles, storytelling.

#socialauthority @paulkrappman @pgillin

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#socialauthorityCreate Content to ConnectTips to create compelling content that attracts & builds trust with customers at every buying stage.

#socialauthorityWord of Mouth & SocialTips for leveraging social media to boost your organization's word of mouth marketing

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Let's start by distinguishing content marketing from conventional marketing. How is it different?

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A1: Content marketing is about telling a story thats targeted toward the specific audience you want to draw in

A1: #contentmarketing is more about creating engagement than message management. To be effective, you have to really get inside the mind of your buyer.

Mimi Murray Meagher

A1: Content Marketing is about nurturing relationships with your customers! #Contentmarketing

A1: I think of content marketing as more passive; being educational and informative, not so much salesy.

Also understanding your audience and reaching them through #Blogging, #newsletters, or #whitepapers

Hello! I think of #contentmarketing as less salesy

All good answers.

@denisebahs Can you expand on "Less Salesy"

it really is about using content to build #socialauthority, right?

CatherineCameronHeld

A1 #contentmarketing is more targeted towards your audience

Cletus Robinson

consultative more than pushy?

Mimi Murray Meagher

Isn't everything about #socialauthority these days!

Content, like blogging is perfect for sharing your thoughts--establishing thought leadership and #socialauthority.

@MeagherMimi #SocialAuthority is a pretty powerful concept, but I think not well understood. The big thing is you can't buy it.

Cletus Robinson

so content and blogging have equal weight ?

Blogging is simply a container for content

@GilbBrian by less salesy, I mean less promotional and more valuable. #contentmarketing

Q2 What are the most common mistakes you see companies make in creating content for customers?

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A2: Companies tend to focus on their messages, not so much what the customer wants to hear.

A2: The most common mistake we see un #contentmarketing is a stubborn insistence on a "what's in it for me?" POV.

A2: too much self promotion. It's all about ME! #contentmarketing

CatherineCameronHeld

A3 not knowing who their customers are

A2: Using bots and algorithms to create their content. That seems to be on the rise

A2 Frankly, the most common #contentmarketing mistake I see is being boring :-)

Mimi Murray Meagher

A2: Quantity over quality

AKA Boring right @GilbBrian

@MeagherMimi I agree. The last thing the world needs is more content right now.

A2 There's a common belief that more is better. In fact, in today's world less really is more.

@denisebahs actually, you've probably read articles written by bots and don't even know it.

There is too much self-promotion in #contentmarketing nowadays.

@GilbBrian Most of the earnings reports the Associated Press posts are now written by bots.

http://www.theverge....

I saw a good article about that >> How to Create Boring-Industry Content that Gets Shared http://bit.ly/1zggbO... via @moz #contentmarketing

oh man thats kind of scary. What do you think about that?

CatherineCameronHeld

Q2 I found this "quality vs quantity" http://bit.ly/1EkOD6...

@Profitecture The hyphen is important! It's boring-industry content, not boring industry content.

@cathcamheldt "with a purpose" being key. nice share.

CatherineCameronHeld

A2 Thanks @Profitecture

Punctuation is our friend.

Q4: Is it okay to use freelancers or contractors to create content for your company?

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Mimi Murray Meagher

Yes, but best if you can utilize your in house experts for content creation!

A4: as long as you pick a limited amount and they get to know your company really well.

Q4: Nothing wrong with freelancers as long as they understand your mission and can empathize with your customers.

A4: Using outsiders to build your content is good for baseline participation in #b2bsocial (like a drumbeat). However it is only 20% of the equation.

Jacobo Gonzalez

A4 - absolutelly. Establishing a well nurtured relationship with freelancers can be a great addition to the team. ;-)

A4: Too really rally engagement, you must involve all the content resources of your org. Mktg, Sales, SMEs, Execs.

A4: Also, making sure that you get references and making sure they really understand your target audience

A4: Yes, if they understand the corporate culture

A4: Freelancers in the form of industry influencers (bloggers, analysts, pr pros) can be highly useful.

@MeagherMimi I agree, but be sure your contractors really understand your business.

@JacobSoSocial Why, thank you Jacobo! LOL

CatherineCameronHeld

Q4 yes, freelancers cannot be avoided in #SMBs in #creatingcontent at times