Apr 24, 2012
3 Basic Perceptions of Content You Should Have For Successful Marketing
Victoria Harres is a Vice President, Digital & Events Marketing
When you bring three people together for a panel, who don’t know each other, chemistry is almost impossible.
I lucked out.
On April 3rd PR Newswire teamed up with the Business Development Institute to bring together three experts on content marketing in Dallas to share knowledge and thoughts on the subject. I had the pleasure of being the moderator for the event.
I expected good conversation from the group. What I didn’t expect, and have never done before, was to be taking notes as much as the audience while being on stage.
Although not planned, and completely at different points during the forum, each of our three experts made statements about how content should be perceived.
I took notes mentally and on paper and in the end I had a new perception, or perceptions that really help me in my approach to content.
Content As Food
This came from Eddy Badrina, co-founder of Buzzshift: “You have to create/share content people actually want. Think of content as food for the mind. People want to be fed good content.” Brilliant, and so true. The most successful content marketers share information that is truly useful to people.
Eddy also said we should remember there are three types of content to share: (1) created content, which you create yourself or pay someone for, (2) contributed content, which can be attained from guest bloggers, and (3) curated content, which you do not own but can add context to when you share.
People want content that has value, but you don’t necessarily have to create it or own it to benefit from it. I myself share a lot of content on Twitter that I did not have a hand in creating, but I do curate what I find valuable, and hopefully the audience appreciates that.
Content As Opportunity
Content gives you the opportunity to engage with your audience, an audience that may become customers, according to Brett Relander, co-founder of Tactical Marketing Labs.
If you post an intriguing and informative blog or video you audience will comment. They become engaged and you have the opportunity to respond and add strength to that relationship.
Guest blogging is one opportunity that should not be overlooked. Some may scoff that putting content on online property you do not own diminishes the value to you. Not so. Guest posting gives you access to audiences you would otherwise not be able to tap, and if you link back to your own property, say in your byline, then you will hopefully lead that audience back to where you might engage them further.
Content As a Service
Adrian Parker said content should teach, illustrate and inform. It should be word-of-mouth worthy. Hence it is a service you are providing to your audience.
“Content is the currency of social media,” said Adrian, and oh how right he is. Look at all the most successful people doing content marketing. They are excellent content creators.
One might say that the content creators will inherit the Internet. Or perhaps they already have.
Adrian gave us one last bit of advice, to not look at content life in a straight line. Think of it in a cycle: distribute, post, and repurpose. Good content can always be repurposed because there is always an audience that did not receive it before. Just make sure you update for relevance.
In this blog post I’ve tried to follow the advice that Eddy, Brett and Adrian gave. I’ve tried to share information that is useful, that feeds, that opens the doors to opportunity and that serves our audience.
Let me know if I succeeded.