This blog article is based on the 3 Things This Week’s edition dated 21st June 2018. The theme of this edition is “content marketing”, one of the traction channels popularly used by many startups!
Moz, Unbounce or OkCupid. For each of these companies, their blog was their largest source of customer acquisition during an extended period of growth. These companies write posts that receive hundreds of comments, lead to major PR, and result in thousands of shares. Ultimately, this activity leads to new customers.
A company blog can take a significant amount of time to start taking off. It is OK to do things that don’t scale early on (e.g. reaching out to individuals to share posts) because you’re building toward a point where your content will spread on its own. You need to create quality content to succeed in this traction channel. There is no silver bullet, but a decent approach is to write about problems your target customers have. Reaching out to influential industry leaders (on Twitter, etc.), doing guest posts, writing about recent news events and creating shareable infographics are all great ways to increase the rate of growth of your audience. It helps to make a content calendar to make sure you’re posting frequently and consistently. Keeping a running list of topic ideas can help you avoid writer’s block.
Here are this week’s 3 things about content marketing.
Thing # 1: The Beginner’s Guide to Content Marketing
We’ve all heard that this “content marketing” thing can do big things for our businesses. It can drive new users, lower marketing costs, and keep current users interested. All of this sounds great, but what does it actually mean? How can I use content marketing for my business? This guide to content marketing covers you to get all you want to know, right from choosing a topic, what metrics to measure, planning your article, writing the content to promoting your content.
Thing # 2: 49 Tactics to Atomize Your Content Marketing
Content atomization (a term first coined by Todd Defen from SHIFT Communications) is defined as – taking a strong content marketing platform or theme, and executing it in many, strategically sounds ways. For anyone serious about content marketing, some form of atomization is a requirement, for three reasons: atomization is resource efficient, atomization helps win the relevancy wars and atomization includes built-in amplification. In this article, you get a comprehensive list of 49 ways to think through how to atomize your content.
In 2015, Buzzsumo analyzed the performance of one million posts. Here’s what they found. Not only is most content under-performing, it’s also getting harder for people who produce really good content to get attention. Engagement (measured by share count) is steadily dropping. What’s happening in content marketing is really the same thing that happens to every marketing channel — they get less effective over time. This article takes you through the ways in which content marketing is evolving. What this means content marketers will get more strategic about what kind of content we create, content marketers will become much more sophisticated in what we measure, and if a content strategy is based on high-volume, it will be assisted by artificial intelligence, not humans. There will still be enormous returns in content marketing, but it’s going to take a new approach. The approach, that is powered by better research, smarter prioritization, and emerging technology.
What has been your experience with this traction channel? What kind of content do you produce? Is that giving you results? Share in the comments.