We respect your email privacy

Creating Quality and Relevant Content Effeciently by Curation Traffic

Content Marketing , , , , , , , , ,

There are so many good things here from this piece by Andy Betts on Search Engine Watch.

Content marketing growth is about evolution, not revolution. There has been no revolution in the content marketing space. People have been publishing content since the days of cavemen carving on cave walls. Clearly, organizations are now becoming more content savvy and consuming media at maximum capacity. However, the key question, challenge, and opportunity for your business doesn’t lie within a tactical, 101, best practice document. The answer lies within the heart of a business, its culture, and how it scales its operation and produces quality and relevant content efficiently.

That’t the key isn’t it. Producing content that is relevant and cost effective.

Curation fits this role almost perfectly but I’ve also noticed a few things with our own content marketing I wanted to share.

In all the years I’ve done content marketing I’ve noticed that content falls within a spectrum of utility and the shiny object. Utility content is when someone is looking or searching for a specific need or want. For instance, we get quite a bit of traffic from people trying to understand how to monetize with content curation. This type of content solves a pain, a need, a  yearning question. 

The shiny object is content that doesn’t answer specific questions but  creates traffic. These are infographics, short quick hit videos, curation to some extent, and non evergreen news. These don’t typically bring someone down the purchase cycle but play a role in awareness.

You need both of these elements to have a successful content plan. So how do you produce both of these with quality and efficiently?

I speak from experience here because I’ve tried to create content just about any way you can think of. The best process I found is:

Know your Audience

This is one of the hardest elements of content marketing. Knowing what to write about and what will capture your audiences attention. I do believe the persona exercises and our own exercise in finding your target market in social media will help. But it comes down to knowing enough so you have empathy with your audience.  You know what they feel, what they desire, what they dream about, and what frustrates them. When you get to this level of understanding creating content becomes less of a challenge.

Know Your Voice

One of the best ways to discover your voice (or your organizations) is to put in writing your beliefs. What do you believe about the business your in? What do you believe about the future? What do you believe about your market? What rules wont you break in your market? What rules will you break? Do these align with what you know about  your audience. Finally is this a unique take in your market?

Create a System that Works For You

This last element is one of the most important. I should mention that you want a system that “works” and by works it should contain elements of measurement. Without measuring your content marketing effort then creating content doesn’t work. So a system is a full cycle system. From ideation, creation, to measurement. The system has to be clear, concise, and effective every step of the way. These concepts could be an individual post and I think I will create one here this week– but let’s cover them at a high level. For all three elements (ideation, creation, and measurement)  you want to measure the time, process, and effort it takes to accomplish each one individually.

You should be able to look at these results and make an assessment if the system you created is effective.