Earlier a few weeks last month I was hosted by Runis Media for an online TweetChat on Twitter about Content Creation and Marketing under the hashtag #RMTweetChat. Below is the script of how it went.
Question 1. What is content marketing?
Patricia Kahill: Content Marketing is the creation of collateral and other informational materials, and the distribution of them through various online networks. It is a marketing strategy used to attract, engage and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media.
Content Marketing Institute has it as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Question 2. What qualifies as content?
Patricia Kahill: Anything that is to be expressed through a medium. One that supposes its strength like speech, writing, or any of various arts for self-expression, distribution, marketing, and/or publication that can be consumed, generally with one’s eyes and ears.
Question 3. How best can one get started with Content Marketing?
Patricia Kahill: 1-Decide why you need content marketing 2-Determine who your target audience is 3-Select appropriate content marketing metrics I call this your strategy… start with this.
There was a question about what metrics to look out for and these are,
- Social Shares. …
- Traffic. …
- Customer Retention. …
- CTR (Click-Through-Rate) …
- Post Engagement (Comments) …
- Backlinks. …
- Time on Page. …
- Bounce Rate.
Question 4. What are the steps to creating a content marketing strategy?
Patricia Kahill: a. Document Your Goals b. Determine Your “One Thing c. Measure Your Content Marketing d. Identify Your Top 5 Audiences e. Research Audience Needs: The 5x5x5 f. Create More Content with Less g. Create a Content Calendar.
There were elaborations for points B, E, and F that was that
For point B: what is the heart and soul of your content program? Is it to:
- Be disproportionately useful?
- Motivate and inspire?
- Educate and entertain?
- Measure Your Content Marketing, to understand if your content is really doing what it’s intended to, ones need to look to action, not just eyeballs. Look the content marketing metrics.
For Point E: The 5x5x5 takes your top 5 audiences, looks at their top 5 questions at each of the 5 key stages of the marketing funnel to better understand their wants, needs, and expectations, so you can create content that fulfills it all. If you’re doing the math, you’ll notice that this method produces 125 questions to create content for.
For point F: when it comes to content problems, almost everyone thinks the solution is to create more. NO!
•Repurpose or reuse content •Curate content •Use user-generated content (UGC) •Atomization (my favorite)
Question 5. How best can #Content be made engaging?
Patricia Kahill: i– Write in Plain English ii- Stay True to You iii- Tell a Story iv- Solve a Problem v- Identify where your client ‘lives’ online vi- Use Keywords in your content
Question 6. How can one create #Content that converts?
Patricia Kahill: Always add to Call-To-Actions (CTAs) these direct people on what to do after interacting with your content
Question 7. What are some common content marketing mistakes that people often make?
a- Lots of action, but no master plan (or vice versa), No Strategy
b- Content equals blog posts, how wrong!
c- Purely hypothetical buyer personas, cooked!
d- You don’t understand your audience (see mistake #3) so your content is not helpful to them.
e- No Regard for The Quality of Your Content.
f- Your Focus Is on SEO and Selling, it is content marketing, not content selling
g- No Brand Voice or Inconsistent Brand Voice.
h- No Variety in Content Formats.
i- Expecting instant results, don’t work like that
j- Trying to do too much, slow down enjoy yourself
k- Content that sells too hard – Slavish devotion to best practices; say no slavery
Question 8. What are short-form and Long-form content which is better?
Long-form content is typically 2,000 words or more. … Short-form content is typically any written copy that is around 1,000 words and below. Which one is better is dependant on the platform you are sharing on
Question 9. How best can businesses use content marketing in their broad marketing strategy?
Content strategy is the heart of a marketing strategy A connective, strategic content approach builds value for customers along the journey. Your content marketing strategy can be the foundation for either an improved or newly rebooted integrated digital marketing strategy.
Question 10. What are B2B and B2C content marketing and what is the difference between the two?
The main difference between B2B and B2C content is that one communicates and markets to businesses to sells products and services while B2C does directly to the end consumer.