A “how-to” for developing remarkable content
Second guest blog post! I got great feedback after Chris Jablonski’s first post on the Funnelholic. Here is his second. For those of you who haven’t met Chris Jablonski, he works with me in the Tippit Consulting group. He’s been a marketer, writer and analyst for over 10 years at CNET Networks, IDG Communications and a couple of start ups.
Without further adieu, here’s Chris:
On the heels of the recently published “What’s the shape of Your Funnel” paper, the team at Tippit has released another must-read for marketers: “How Vendors Can Use Remarkable Content to Attract Real Buyers.”
Content rules. You know it, we know it, and business buyers know it too. But how do you create content that is going to work? Producing content that will spark conversation, change perceptions, and ultimately impact the metrics that you care about is not trivial. But with a firm grip of what buyers are looking for and following a straightforward list of guidelines, you can do it. That’s the premise of this new whitepaper. In it, you’ll find research-driven answers to questions about what buyers want, how they like to consume it, and when they want to consume it. You’ll get three examples of remarkable content and a useful framework to guide your content creation and distribution efforts.
The net-net is that this tool can help you build a stronger library of whitepapers, webinars, microsites, and other marketing assets.
Not sure if what you have already is remarkable? Try this: Pick a few of your favorite pieces and use the checklist below to find out. If you feel like your content is coming up short then you should download the paper and get started with developing something remarkable.
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The Funnelholic
Could not agree more with this post, Craig. Remarkable content is what all marketers need today. In spite of the extremely youth of my website, I’m astounded at the number of eyeballs it attracts. It’s 100% due to remarkable content.
In fact, I recently did a podcast with Jim Burns, CEO of Avitage on his term for this idea — “Think Like a Publisher.” That podcast can be found on http://www.findnewcustomers.net
There’s also a page for Think Like a Publisher, which can be found at http://pages.leadlife.com/avitage/ThinkLikeAPublisher
Another part of writing effective online content is how well it will generate “organic” search engine traffic.
During the planning stage of writing an article for my Web site I research which which search terms I can “win” with (i.e., get on the first page of Google search results).
Using SEO in a content marketing strategy is one of the best ways to reduce the cost of traffic and inquiries.