Content As A Growth Engine For Your Business
So you have decided to venture into online business. By now, you already know that quality content is an essential factor in selling. But you are stuck taking your first step in creating that one-of-a-kind content. John Collins is here to help you.
The Case for Evergreen Content
Intercom is a big fan of "Evergreen Content". Evergreen Content is an article which addresses timeless themes. Thought leadership is one of the essential factors in achieving evergreen content. Utilizing something that lasts is not only time-saving and; it will also give you compound returns.
To check the effectiveness of this type of blog, Tomasz Tunguz, a venture capitalist at Redpoint Ventures, compared an evergreen blog to a news-related blog. Both have the same volume of content and the same amount of effort put in. He came up with interesting results. Evergreen blog content stayed longer in the limelight. It has also generated 3x the traffic of the news-related blog!
The 5ws And 1h For Content Marketing
- Who Is Going To Produce Your Content?
A very direct answer, the specialists. They are the product managers, the designers, and the engineers. The team's job is to work with the specialists to obtain the best content to engage your audience.
- What Are You Going To Write About?
Thinking about your customer's needs is probably a cliché. You have to identify and understand your market, incorporate your opinions on their needs and write content about it. They have to see you as a leader. You have to let them come to you. It is also good practice to think about your company's core beliefs and show that to your customers. After all, this is about working on core content that your audience and your company relates to.
- Where Are You Going To Publish?
Blogging has evolved throughout the years. It had grown into more than a blogging platform like WordPress or Blogger. Intercom uses a tactic wherein they republish their articles on Medium. Medium is not just a blogging platform; it gives you audiences and builds a network.
- When Are You Going To Publish?
Over-enthusiasm can be an issue. You can start by making a realistic timetable. It will help you build better content. Knowing when you are publishing should be a core part of your marketing activity.
- Why Are You Producing Content?
Do not lose your purpose. Engagement to your audience is a lot more important than generating traffic.
- How are you going to produce all this content?
Writing has no perfect timing. The first step in writing is, brace yourself, WRITING. Set a calendar of ideas and workflows in getting your content published. Then start. Don't wait any longer.
- Don't half-ass it. Stay committed. Wait for results, there's no magic trick.
- Make it relevant to your business. Make sure you produce content that engages your customers. This will convince them to buy your product.
- Impose a high editorial bar.
- Finally, embrace the benefits.
What do you think are good topics that create timeless themes? What makes your content engaging?
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