A few months ago I went to collect a friend from hospital. Arriving early, I entered the waiting room and noticed in-house magazines stacked by the door. I picked one up, grabbed a coffee and took a seat.
The magazine read like a very long press release, blabbering on about patient-centric care and employee awards. I was quickly bored, so I read from my phone instead. The magazine failed in its purpose.
Effective content marketing holds people’s attention. It gives you a distinctive brand, loyal fans and increased sales. You don’t need a big budget to succeed, which is why good content marketing is the single best way to beat bigger competitors online.
Content marketing used to be about customer magazines and mailed newsletters. Now it covers blogs, email newsletters, eBooks, white papers, articles, videos and more. In this article, you will learn about content marketing techniques that you can apply to your business.
Before creating content, you need to prepare. Think about your tone and style, where to find the best writers and how to organize your workflow.
Tone and Style
Too many companies start writing content before their brand has a defined voice. This leads to inconsistency. It’s like using one logo in your brochure, another on your website and another on your blog.
When speaking with people, you see their expressions and you adjust your tone accordingly. In a meeting, when you see that someone is confused, you clarify meaning, simplify sentences and speak reassuringly. The Web offers no feedback until your content is published, and then it’s too late.
To get the right tone, think of the person who best represents your brand. The person could be fictional or real, and they may or may not work for you. Now think of adjectives that describe them. Once you know what you want, provide clear details and practical examples.
Let’s say you run a travel agency that markets to young independent travelers. You want your representative to sound experienced, helpful and friendly. Try using a table like the one below to delineate what your adjectives do and don’t mean:
Write with authority, as though the knowledge was gained first hand.
Explain things clearly and positively. Make sure all relevant information is obvious and accessible.
Use informal language, and write as though you are talking to one person, rather than a broad customer base.
|Does not mean…||Condescending
You know a lot but don’t talk down to your customers. They probably know a lot too.
Promote your company, but not at the expense of good service. Always have your reader’s wants in mind.
Make sure there are no grammar or spelling mistakes. Proofread carefully.
You’ll also need a style guide, so that your authors write consistently. Should you use title case in headings? Are contractions appropriate? Check out The Yahoo! Style Guide for ideas.
Picking Content Creators
Don’t pick the wrong people to create your content. It’s hard for a non-technical person to pick the best Web developer, and it’s the same with content marketing. You need to know about content creation in order to judge other people’s abilities. Some people suggest making everyone in your company a content creator, but this is a bad idea. Not everyone can be a good accountant, secretary or rocket scientist, and the same applies here. To succeed, you should pick the best.
Ask everyone who wants to be a content creator to write a sample blog post. Then you can find the best few people. Some might not be able to write but have interesting ideas. In this case, you’ll need someone to edit their copy. Perhaps you want to raise the profile of a particular staff member. If they can’t write, have someone ghostwrite for them.
Some companies have a simple workflow: one person does everything. The person researches, writes and publishes without any input from others. This model can work, but you’ll see more success with a workflow that enables other people to take part. Have different people write, edit and proofread. It’s a good way to catch mistakes and to bring more ideas into the process. Think about the best process for each type of content. One person might be enough for a tweet, whereas four to six people might be ideal for an eBook.
Imagine you’ve got a well-staffed company that is putting together a B2B white paper. You could organize your workflow like this:
An example of how to organize your workflow in a well-staffed company.