“How to Make Sure Your Content Marketing Does the Job” plus 1 more

How to Make Sure Your Content Marketing Does the Job

Posted: 18 Jul 2012 01:05 PM PDT

Earlier today Darren talked about content marketing as a traffic generation strategy, and he mentioned the content marketing we did for the launch of Blog Wise.

The table he showed in that post, which breaks down the different sites we guest posted at, and the key messages we presented, points to an important fact about content marketing: planning really counts.

Where you’re used to writing for your own blog and readership, when it comes to writing for someone else’s (as in guest posting), planning is critical if you’re to make the most of that opportunity.

But even if you’re simply trying to use an email series or whitepaper to convert more of your site’s current, lurking readers into subscribers, you’ll want to plan the content to meet your needs, and those of the audience you’re targeting with it.

So I wanted to follow up Darren’s post with an explanation of how you can create a content outline that does both those things.

What is an outline?

An outline is not a headline. It’s not a rough explanation of what your post will cover (although this is what I’m usually sent as pitches for guest posts at ProBlogger).

An outline is a clear roadmap for the content that shows how that content will meet the needs of your blog business, and those of the target readers or users of that content.

Why write an outline? Because once you have that, you won’t have to worry about these strategic issues when it comes to creating the content. Instead of writing, freeform, until you’re done and then hoping that the content does what you want it to, this process lets you sit down and think strategically about what you’re doing, then sit down again, separately and in a different headspace, to write productively to meet that strategy.

Also, if you’re offering the content through some offsite location—say, as a guest post on someone else’s blog—once you have a good outline, it’ll be easy to chip off the relevant bits to send to the host blogger so that they can see that your content will meet the needs of their readers.

Creating your outline

Ready? Let’s get to it. First, we’re thinking strategically. So stop thinking like a writer, and start thinking like a marketer.

For the purposes of this exercise, I’m going to look at the guest post I wrote for Goinswriter to promote Blog Wise, and show you how that developed.

Look at your needs

What do you need the content you’re using as a marketing tool to do?

With Blog Wise, we wanted our guest posts to:

promote the ebook
encourage clickthroughs to the sales page.

Pretty basic, right? Right.

Look at your audience’s needs

What does your audience need the content to do?

To answer this, you need to get to know your audience. In our case, that was pretty easy—we could look at Jeff’s blog and comments, and his social media interactions on Twitter, Facebook, and Google+, and get a feel for what his readers felt, needed, and wanted.

If you’re creating content—say a whitepaper—that you’ll distribute through someone else’s site, you’ll need to do similar research. Don’t hesitate to ask the site owner for information on their audience, though, as this can be a great help to you.

What did I feel Jeff’s audience needed the content to do? Here were my thoughts:

inspire their passion
help them write, whether they were bloggers, fiction writers, copywriters, or whatever
provide them with something candid and new.

Meet those needs with a concept

By “concept” I mean an idea that you want to communicate. I wanted to talk about Blog Wise in a way that:

inspired Jeff’s readers’ passion: so I decided to use Jeff himself (and the interview he did with us for Blog Wise) as the hook
helped them write: so I thought about a technique that helped me as a writer, regardless of what I’m writing
provided them with something new: the technique I thought about—having a “writer’s mindset”—wasn’t something I’d heard talked about before. I gave it a catchy name, “constant writing,” to give the article more obvious value, a title hook, and some serious punch.

Using this information, I decided I’d write a guest post that showed readers how to become constant writers. This met my needs and those of my readers—easily checked against the bullet points I made above.

Aspects of “concept” you might want to consider here include:

catchwords or phrases
content format
hooks and angles
titles.

Extend that concept into a content plan

Obviously your content plan will depend entirely on your concept and the format you’re using. A guest post outline is not an ebook outline, nor is it an email series outline, a video plan, or an infographic storyboard.

But whatever your format, your outline needs to be based around the key messages that communicates your concept to your audience. So you need to develop it with your target readers in mind.

By now, the needs you’re trying to meet should be ingrained and inherent in your thinking, so you can focus entirely on the readers and creating content that meets their needs.

Write down the key points you want to communicate to them, as sentences, subheadings, questions—whatever feels right. For my guest post, those key points were:

Jeff’s philosophy: just get started
Problem: how do you “just get started”?
Identify technique: pro writers are constant writers
What is constant writing? (explain the concept)
How does it work? (explain how it works in practice)
Conclusion.

That’s a good start, but it’s not really detailed enough for me to write the article yet, particularly in those latter sections. So I built it out.

Intro
- Explain Jeff’s philosophy: just get started.
- Mention interview, and expand on what Jeff said.
- Detail the problem: how do you “just get started”?.
- Identify technique: pro writers are constant writers.
What is constant writing? (explain the concept)
- Mention writing “addiction” and the importance of loving expression.
- Explain what constant writing isn’t: writing, completion, skills, becoming a “serious” writer or taking writing “seriously”.
- Explain the point of constant writing: playing with words.
How does it work? (explain how it works in practice)
- Pay attention to your expression (with examples: email, text, etc.).
- Read (examples: signs, t-shirts, books and magazines).
- Listen (conversations, announcements, songs).
Conclusion: Show readers how they’ll change if they put this philosophy into practice, to become constant, addicted, writers.

Houston, we have an outline

Yes! We have an outline! As you can see, some of those bullet points from my concept have become section subheads. Where I’ve needed to clarify my own thinking, I’ve expanded on those points.

Now I can objectively sit back, read this outline, and make sure that I honestly feel it will meet Jeff’s readers’ needs, as I listed them at the outset.

Next? The pitch.

Pitching your content

I could have sent Jeff this outline, but I expected he probably didn’t need to see the inner machinations of my mind. Instead, I summed it up in an email…

“I wanted to ask if we’d be able to write a guest post for your blog to help promote your inclusion in the ebook. The post I had in mind would take your “just get started” philosophy of productivity and present one idea for making that happen. The idea is creative practice, rather than creative production. So, rather than sitting down to write an article, this post argues, sit down to play with words and ideas.

“Write without a goal; write to experiment; write to get practice working with words—this would be the thrust of this article, which provides practical tips for getting started, and argues that an experimental approach takes the pressure off, allowing the writer the freedom to sit down and write a five-line lyric if they want, or 500 words of prose. The post would advocate this as a good way not just to build the creative muscle, but also, to give yourself the potential to discover new aspects of your writing which could be useful, or easily translate, into better, more resonant professional writing/blogging.

“I expect this piece would come in at around 1000 words, and it would of course include a link back to the productivity ebook on ProBlogger. Let me know if you’d be interested in this post for your blog, because I’m really keen to write it and see how your audience feels about the idea :) Of course, if you don’t feel it’s appropriate, that’s no problem at all.”

As you can see, this summation is a digestible, sensitive version of the nuts-and-bolts outline. I’m trying to tell Jeff what I’ll communicate and why it’s of benefit to his readers, rather than give him a laundry list of subheadings. That said, sometimes, a laundy list of subheadings is a great thing to send through, especially with posts that seem nebulous or unusual. I guess the most important thing to note here is that I didn’t write to Jeff and say something like this:

“I have an idea for a guest post on your site about writing productivity. The article is “Constant Writing: the productivity secret of pro writers”. Do you think it would be of interest?”

This is no way to either build rapport with the person who’s hosting your marketing effort, or inform them of the value of your piece. The outline I sent Jeff explains specifically:

what his readers will get out of the content,
through what discussions, and
how the content will benefit the host blogger himself.

If your content marketing pitch does this, you’re on a winner. From here, it’s likely you’ll be able to navigate any hurdles the host blogger throws up and, when it comes to write your piece, you’ll basically know on a subconscious level what you’re doing and why—which will show clearly in your writing.

Do you plan your content marketing efforts?

if you think having an outline like this would be handy in giving your guest posts the greatest impact, imagine what it can do for your email subscription series, your free ebook, or your whitepaper.

Outlines make content marketing easier. Do you use them? Will you try? I’d love to hear what you think in the comments.

Originally at: Blog Tips at ProBlogger

How to Make Sure Your Content Marketing Does the Job

Traffic Technique 2: Content Marketing

Posted: 18 Jul 2012 07:06 AM PDT

Content marketing is probably the most common traffic tactic these days. It lets us target specific audience segments, in some cases it allows us to get the benefit of some other brand’s or blogger’s authority with a market, and it doesn’t require that out target readers be using particular tools or networks the way social media does.

As I mentioned in a related post earlier this year, content marketing basically involves repackaging your message to meet the needs of different users and would-be users at specific moments in time, and in specific locations. You might repurpose content you’ve already written; you might not. But in all cases, you’re taking your blog’s key message and presenting it, via content, to a new, targeted audience.

Types of content marketing

How many types of content marketing are there? How long’s a piece of string?! There are as many variations of content marketing as there are bloggers, but here are the main types that we seem to be using:

Guest posting: creating posts for publication on other sites and blogs. Note here that “creating” doesn’t necessarily mean just writing. You could be creating other content assets, like videos, infographics, comics, photos, and so on.
Article marketing: writing posts for distribution through article “spinning” sites like Ezine Articles.
Packaged content: working some of your content into a whitepaper, or mini-ebook, or emailed “course” or series, or some other product that you can offer free in exchange for the reader’s email address, and then promoting that offer in various hand-picked offsite locations.
Syndication: disseminating your blog’s content to other locations, either through an open reuse policy (like Leo uses at Zenhabits), or offering select outlets reuse of a certain segment of your blog’s content.

Whatever the format, content marketing is really the process of taking your message—perhaps even taking content you’ve already produced and published on your site—and positioning it in a way that meets the needs of off-site audiences. It can be used to promote your blog as a whole, or a special product or offer that you’re running—really, it’s up to you.

The right kind of content marketing traffic

Obviously one of the great things about content marketing is that we can use it to target really specific sub-segments of our readership. So the traffic it brings us is usually primed for the other information we have on our blogs.

You’ll remember that last time, we talked about search engine optimization. Now, where searchers know they have a need, and it’s strong enough for them to search the web for a solution, the people who come into contact with your content marketing efforts may not realise they have a need for your material until they see it.

The purpose of your content marketing efforts is to show these new audiences that they have a need, that you can meet it, and to draw them through to your blog. For that reason, it’s important to shape the repackaging of the content itself to specific reader types, based on the profiles of readers on the outlets where you’ll be promoting or using that content.

So if you’re writing a guest post, you’ll want to make sure it casts your content as responding to the specific needs of the readers on the site where the post will be published. If you’re offering a special report or whitepaper, make sure that it meets a felt need of the audience of the location where it’ll be downloaded.

Obivously, it’s also important to choose your content marketing outlets carefully, to ensure that the readers who do come through to your blog are actually interested in what you have to offer on a broader scale.

Also, make sure it’s effortless for readers to move from the offsite content to your blog. Finally, the landing page may well make or break their response to, and engagement with, your blog, so pay special attention to that, to make sure readers get what they’re after, as preempted in your offsite content.

A content marketing case study

I think one of the keys to content marketing is being able to adapt your message to the needs of the readers in the locations where you’re doing the marketing. So, if you’re guest posting, the success of your post—not just in being accepted by the host blog, but in terms of drawing readers through to your own blog—depends largely on how well you shape your message to those readers.

The more content marketing you do, the easier it gets to adapt your message, but to make it clear I wanted to give you an example of content marketing we’ve done here at ProBlogger.

Earlier this year we launched Blog Wise, our ebook on blogging productivity. To help promote it, my editor Georgina wrote three guest articles for other blogs: one for Copyblogger, another for Goinswriter, and a final one for Zenhabits (as well as publishing a small series here on ProBlogger).

We all know that ProBlogger’s about pro blogging, and the ebook is about being productive—professional-blogger productive, in fact. But as the table below shows, these other blogs have different purposes. Georgina had to reshape that key message to suit each one.

How did she do that?

Leverage connection

Each blog’s owner had been interviewed for the ebook, so she decided to leverage those interviews in writing her guest posts. Each post was intended to reveal to the blog’s loyal readers something new about a blogger they already know and love.

Combine topics

For each post, Georgina combined the topics of the blog she was writing for with the key topic (productivity) we’d discussed in the ebook. We’ve listed those on the far-right of the table.

Make it relevant

The above two points helped to make sure the guest posts were relevant, but she had a final imperative, which was to make sure that each guest post stood up for itself on the blog where it was published: if readers of that blog saw her post and had no interest in learning more about productivity through the ebook, they would still get something valuable out of her guest post, and be glad that the host blogger had published it.

Georgina repurposed content from the Blog Wise interviews and ebook to make the series she published here on ProBlogger. That was fine, since the ebook, like this blog, is written with our readers in mind! But for the other blogs, she wrote specially prepared content that met the needs outlined above.

The results for these posts were good—and that’s despite the minimalist bio she published alongside them! Each post attracted new users at a strong rate—between 50% and 90%—and each traffic source had lower bounce rates, higher on-site times, and more average pageviews per visit than most other sources for the same time periods, including social media.

The post on Zenhabits, for example, referred more traffic than any other referral source on the day it was published (including social media, Google, and so on), and remained in the top 5 referrers for a few days afterward. That traffic contained more first-time visitors than traffic from the other posts (around 86%). Bounce rates for that traffic were lower than any of the other traffic sources in the top 5—and about 10% lower than the site-wide average—for those few days.

That’s not bad for content marketing on a blog that’s not, at first glance, even closely aligned with the purpose of this one.

Of course, the added benefit of this kind of content marketing is the opportunity to engage with the readers at these other online locations and build your brand’s profile—something that you can do with search traffic. Have a look at the comments each of those posts generated and you’ll see intriguing discussion and more than a few ideas for follow-up guest pieces. If we continued to guest post at these locations, there’d be a strong chance that we’d be able to draw a larger percentage of readers through to problogger.net over time.

How does your content marketing perform?

As you can see, successful content marketing isn’t simply a matter of “spinning” your topic to suit a new audience. To work well, it needs to be done with care and, above all, consideration for the location at which your content will be published or shared.

This can be a particularly challenge when you’re doing things like article marketing, because with those options, you simply can’t get the level of audience insight required to target the content as heavily as this. Syndication can work better, so long as you know the blog where your content will appear, and can get to know its readers, too.

This is just one example of content marketing at work—and the kinds of results you can achieve with it. But let’s face it: guest posting isn’t the most innovative form of content marketing. What are you doing with content marketing at the moment? Share your secrets—and your tips!—in the comments.

Originally at: Blog Tips at ProBlogger

Traffic Technique 2: Content Marketing

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