The Content Marketing Handbook: Creating Great Content that Makes a Difference

The Content Marketing Handbook: Creating Great Content that Makes a Difference

In the world of content marketing, there is a fine line between creating content that is great and content that helps your company. Finding the overlapping area between the two is essential for a successful content marketing strategy. This article will explore the common points between great content and content that drives results for your company, as well as provide actionable advice for creating compelling content.

One of the key factors in creating great content is having a plan for how to distribute that content and executing that plan. Content marketing is essentially content that is monetized by selling products. To rank well in Google search results, a website needs two things: content and links to it from other websites. While it may be challenging to control inbound links, you can create content that is so valuable and informative that other people naturally want to link to it.

One company that successfully implemented this strategy is Priceonomics. They started a blog and wrote about their pricing data, attracting journalists and customers alike. Sharing information on their blog struck a nerve and led to their success. The key takeaway here is to focus on creating interesting content that also benefits your company. Write about information that your company has access to, whether it's data, insights, or stories about the people you have access to.

Priceonomics also found success in using their software and expertise to help other companies create their own data-driven content. This not only generated revenue but also established them as experts in their field. By sharing information that is genuinely newsworthy and valuable to others, you can establish your company as an authority in your industry.

When it comes to distributing your content, it's important to think beyond just Google search results. Social networks, like Facebook, are becoming the primary way people find and share content. However, simply relying on Facebook for traffic is not enough. You need to have a comprehensive distribution plan that includes multiple channels. Emailing journalists, posting on social news sites, and utilizing other distribution channels can help your content reach a wider audience.

Creating compelling titles for your content is also crucial. Titles should accurately convey what the article is about and emphasize the point that you think readers will share. Don't be afraid to be bold and catchy with your titles, as long as they accurately represent the content.

In order to consistently create great content, it's important to have a team of talented individuals who are passionate about your company and its mission. Hiring freelancers may seem like a quick solution, but it's better to have people on your team who deeply care about your company's success.

Furthermore, it's essential to have a strong editing process in place to ensure the quality and accuracy of your content. Editors should review articles for organization, clarity, and accuracy to ensure that the content is top-notch.

Another important aspect of creating great content is having a strong introduction and conclusion. The introduction should grab the reader's attention and clearly convey what the article is about. The conclusion should summarize the main points of the article and leave the reader with a clear takeaway.

When it comes to aesthetics, simplicity is key. Steve Jobs believed in creating products that were simple, practical, and elegant. The same principle applies to content. Good aesthetics result from having an eye for what looks good and what doesn't.

Lastly, don't be afraid to take risks and embrace failure. Failure is a natural part of the creative process, and it's through mistakes that we learn and grow. Don't let fear of failure hold you back from creating something truly great.

In conclusion, creating great content that also benefits your company requires a thoughtful and strategic approach. By focusing on creating content that is valuable, informative, and shareable, you can establish your company as an authority in your industry. Don't be afraid to take risks, think outside the box, and embrace failure. With the right mindset and approach, you can create compelling content that makes a difference.

Actionable advice:

1. Spend time and effort crafting great content that is valuable and informative.
2. Develop a comprehensive distribution plan that includes multiple channels, such as social news sites and email outreach to journalists.
3. Embrace failure and learn from your mistakes, as they are a natural part of the creative process.