Are you looking for innovative ideas and content marketing strategies to include in your 2013 marketing strategy plan? Last month, the Content Marketing Institute published 42 content marketing ideas that are definitely worth considering as we start our new business adventure this year.
What happens when 3 of the top content marketing experts hangout together?
Joe Pulizzi, Jim Burns and Doug Kessler share their valuable insights on creating successful B2B content marketing. Discover why it’s important to tell a story and be authentic. Find out why it’s time to stop thinking in silos and connect with experts worldwide.
The interview session provides awesome tips and tactics. Implementing these tips will help you boost the pulling-power of the current content marketing strategies you’re using.
Proven Content Marketing Strategies
1. Headlines and more headlines
Upworthy is a content curation and news aggregration site launched earlier this year by some heavy hitters from MoveOn.org and The Onion. It took only a few months for them to reach over two million unique visitors and has been able to grow at a faster rate than even The Huffington Post and Business Insider.
Much of their success can be attributed to their headline work. Yes, you heard that correctly. While most companies spend just minutes on their titles and headlines for blog posts and articles, Upworthy will come up with 20 or more headlines for a piece of content and could spend hours getting the headline just right (… such as “The 2 Most Rational Sentences About Gun Regulation On the Internet Right Now.”
Even here at the Content Marketing Institute, we recently started working with someone to just review our headlines and titles. Since then, our traffic has been up over 25 percent, with a lot of the credit going to a more focused effort on compelling headlines that are both search engine- and sharing-friendly.
In the print magazine business, there is one purpose of a cover and that is to compel a reader to open the magazine. The reason for a headline is so the content is read. How much of your content is going to waste simply because your audience isn’t compelled to get started?
2. Defining the channel plan
Does this channel plan sound familiar to you?:
- First, post compelling content on the blog.
- Second, distribute blog post on Facebook, Twitter, LinkedIn, Pinterest (tagging the image), etc.
- Third, start next blog post.
Simply put, most organizations don’t have a coherent content marketing channel plan. If you haven’t already, your organization needs to develop a content marketing channel plan that considers these seven factors:
- Situational analysis
- Channel objectives
- Content/conversation plan (how you’re telling your story)
- Personas addressed
- Content management process
- Editorial calendar
Once you go through the channel plan, your Facebook channel plan may look something more like this than just a link from your blog:
Velocity: Three posts per day
Tone: Friendly, funny, and with a tongue-in-cheek attitude
Desired action: We want them to click through to the blog
Structure: 10 to 20-word post, plus pictures (if applicable) and a “conversion link”
3. Public speaking training
Content marketers are often so focused on becoming online influencers that we often overlook the obvious — content marketing for in-person events. If you are working to position people in your company as thought leaders, a public speaking plan has to go with it.
The sad truth is that most corporate marketers are horrible speakers. I know this firsthand from planning for Content Marketing World (registration is open). Most consultants and authors, on the other hand, get it. They understand not to use too many words on a PowerPoint deck. They understand that the audience needs to be “reset” every eight minutes. They understand that your non-verbals are critical to a strong performance. They understand that their future and career rest on how they perform on stage.
They also understand that speaking in public is, perhaps, the best way to spread your message. This is especially true today, where audience members can actively tweet and share your message, amplifying your purpose beyond the walls of your current event.
So, as you prepare your employee influencer strategy for 2013, heed these four points:
- Identify those employees who will serve as external spokespeople for your company.
- Hold an internal educational session, just for employees, where your prospective influencers can speak. This is done mostly so you can see them speak.
- Use some kind of public speaking rating system to identify those that need help.
- Then you can decide whether to hire an internal public speaking trainer or send certain folks to your local Toastmasters group.
Please don’t overlook this point. As you grow your online influence, the speaking requests will naturally come. When they do, you’ll be ready to send out a number of candidates to spread your message.