Have you adopted Content Marketing?

Management Guru Peter Drucker wrote about Information Revolutions (invention of writing, invention of the written book, invention of Gutenberg printing press) in his book ‘Management challenges for the 21st century’. According to him, the first printers of the Gutenberg Press were 15th-century technologists similar to the digital technologists of today. Once the technology of printing had leveled, the wealth shifted from the technologists to the content providers – just like the power is shifting to content providers today. Drucker also rightly predicted that the questions in the next information revolution would be “What is the meaning of information, and what is its purpose?”

The Content Era

Let us race forward to today….We find ourselves yet again at the crossroads of an information revolution. Change has come. The Content Revolution is here. And yes, the rules of marketing have changed forever, once again.

Content, whether it is produced by enterprises or individuals, whatever form it is in, is being published and distributed to multiple platforms like never before. The flood gates have been opened and publishing and distribution have been democratized. Distribution of content has become very fragmented thanks in part to the unforeseen growth of channels and forums and new media outlets. Haven’t eBooks changed the face of the book publishing industry in just a few years?

What does this Content Era mean to you?

Every digital marketer is being told to develop blogs, wikis, podcasts, webcasts, youtube videos (and the list goes on..) to market their content. You are under high pressure to develop and publish content quickly in order to reach customer and prospects. Have you stopped to ask:

  • Why? What purpose do these contents serve?
  • How does this content fit in with my overall marketing strategy?
  • How does marketing change with social media?
  • What can content marketing do for my business?
  • How do I reach prospects and customers by providing valuable content?

What is Content Marketing?

Wikipedia defines Content marketing as an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.

How is the new digital world content marketing different from traditional content provided up until recently? In the new digital world, content creation and distribution have the following attributes:

  • 2-way interaction rather than a 1-way “push out” content mode of traditional media
  • Many more vehicles to transmit content
  • Increased user interaction & instant feedback
  • Rapid spread of information

High quality, compelling content is the one of the important routes to finding potential customers. Content is any piece of information used to inform, educate or entertain. Examples: video, blog post, white paper, podcast, webinar etc. More and more marketers are moving away from traditional marketing materials like ads towards an integrated content marketing strategy to get their message across.

Content Strategy: The Philosophy of Data

Developing content, either for white papers, thesis, the web or any other platforms, is not an easy task. Everyday we are confronted to increasing amounts of information that we need to process and make sense of – thousand of blogs keep popping up each day while Twitter’s incessant feed adds noise to the mix. More than ever before, having an efficient content strategy is crucial to produce relevant and significant information.

Razorfish has been producing quality white papers for years. InContent Strategy: The Philosophy of Data, author Rachel Lovinger explains why content strategy needs to be considered:

Perhaps the problem is that, because content is so pervasive, everyone thinks they know all there is to know about it. If you can read and write, you can make content, right? (Nearly 60 million blogs may prove that.) But the fact is, as interactive experiences become more complex, so does the nature of content. A superficial understanding of content isn’t going to cut it anymore. Content strategists in the digital age need to become data philosophers and explore the metaphysics of content, starting with the question “What is content?”

Developing Content Is Like Building a Relationship

Content goes beyond literary and semantics. There are relationships between pieces of text, text and images, images and images, text and links, links and structure – the list goes on. According to Lovinger, building meaningful content means you have to build relationships between all elements that constitute your content. For instance, if you’re writing a white paper, you need to consider other writings on a similar subject as well as the relationship between your text, graphics, images and layout. Creating content means that you’re setting the table for interactive experiences.

The Razorfish white paper makes for a great introduction to content strategy and how strategists can help you construct meaningful relationships. You may also want to have a look at this article by Jeffrey MacIntyre and this one called The Discipline of Content Strategy by A List Apart.

Have you used content strategies to write and market your white papers? Please tell us about your experiences! We’re always eager to learn about your practice.

The Content Marketers – List of “How To” Blog Posts

Why do we love lists? Lists help us remember things and make abstract ideas concrete. In the spirit of list-making, every Monday of this month I will compile and publish lists of the many exceptional blog posts from thought leaders on the topics of content marketing and white papers. For this first week in May, I have compiled a list of how to’s for Content Marketing that are relevant if you are creating, marketing whitepapers and eBooks or for that matter any type of content.

Blog posts on Content Marketing

How To Create A Content Marketing Strategy

What are the questions to consider when creating any type of content? Rohit Bhargava gives a useful checklist of questions you should ask yourself in his blog post How To Create A Content Marketing Strategy

Lesson

  • What is the problem you will try to solve?
  • Who’s going to care to read your content and share it?
  • What’s the best platform and format to use for your content?
  • How will you promote your content?

How to master Better Business Blog Writing

Patsi Krakoff in her blog post Content Marketing on Your Blog: How to master Better Business Blog Writing shares her insights on what it means to do content marketing on your business blog.

Lesson

  • Connect and build relationships with readers
  • Tell personal stories and share experiences
  • Relate to the problems and experiences of readers
  • Provide solutions generously

How to Sell Successfully Online by Understanding and Engaging with Your Buyer Personas

One of the important goals of creating content is to attract customers and prospects. It is important to understand buyers’ concerns and how you can help them. Newt Barrett in his blog post How to Sell Successfully Online by Understanding and Engaging with Your Buyer Personas points out that understanding your buyer’s conerns will lead you to tell stories that are very powerful . You can use this key lesson to engage your ideal target reader by creating compelling content for their most important informational needs.

Lesson

  • If you really understand your buyers’ concerns and how you can help them, you can tell stories that are powerful
  • How can you engage the buyer personas of your ideal target audience with compelling content that addresses their most important needs?
  • Provide strong visual elements that illustrate buyer personas and their individual challenges and concerns

How to Use Content to Find Customers

In her blog post How to Use Content to Find Customers, Sonia Simone recommends that you make your content like a birthday cake – content that’s exciting, that feels special and that tastes good.

Lesson

  • Mention your customer’s pain points and give solutions
  • Tell stories that resolve possible objections

How to Create the All-Important Elevator Speech For Your Presentations and for Your Content Marketing

What should be the goal when creating any content? Yes, focus should always be on the audience. Newt Barrett’s blog post on How To Create the All-Important Elevator Speech For Your Presentations and for Your Content Marketing is on the applicability of the elevator speech to marketing and focusing on the audience.

Lesson

The following key components of an excellent elevator pitch will also make a great white paper or eBook.

  • It must contain a benefit for the potential member of the audience
  • It must contain the word you, meaning the audience
  • It must contain some reference to emotion, because emotion is more engaging and memorable than intellectual information

How to Plan for, Create and Publish Online Content for Maximum ROI

Gretel Going’s post on creating online content is very applicable to creating any other type of content as well. She says that content is all about your customer. It is not what a marketer thinks is important i.e., to talk about their product or services. Content should always be about the reader’s informational need. Gretel Going outlines a brief content strategy and recommends that you map content creation to specific goals in her blog post Live from OMS: How to Plan for, Create and Publish Online Content for Maximum ROI

Lesson

  • Content is always about what the reader needs or wants, not about the company
  • Content strategy isn’t just deciding what you’re going to include; it’s deciding what you’re going to leave out
  • Identify who is responsible for providing, reviewing, and approving the content before writing begins

How to Integrate Social Media into Product Marketing

If you are wondering how to promote your whitepaper or eBook checkout Hutch Carpenter’s list on how to use social media tools for promoting any type of content. How to Integrate Social Media into Product Marketing

Lesson

  • Promote your content by leveraging social media

Blog posts on writing creative, great content

How to Write Remarkably Creative Content

One of the important goals of creating content is to attract customers and prospects. How do you create good, compelling content? The next set of blog posts share views on writing creative, great content. Are you creating a white paper that seems too bland and too abstract? Stop – think creatively about how to present the material in such a way that is engaging to the reader. Look at it from the reader’s perspective. Brian Clark says that writing creatively is an adaptive process by looking at things differently. How to Write Remarkably Creative Content

How to Create Better Content With Constraints

Brian Clark recommends you to use constraints when writing rather than start with a “blank page” approach. How to Create Better Content With Constraints. How does this advise apply to writing a white paper? Use a framework. Start with a template. First write the title and then come up with an outline.

How to Create Remarkable Content When There’s Nothing New Under the Sun

James Chartrand recommends using ‘your own voice to write’ in his blog post How to Create Remarkable Content When There’s Nothing New Under the Sun. Another tip – give lots of examples in your white papers.

How to Be Interesting

Jonathan Morrow has 21 great tips on how to write interestingly in his blog post How to Be Interesting. My favorite is this – Put your readers first.

How to Rewrite Content for Reuse

When creating different types of white papers (user guides, brochures, FAQ) of documents how do you reuse content. Pamela Kostur has a great post on how to do modular writing in her blog postHow to Rewrite Content for Reuse
Key takeaways –

  • Modular writing requires defining what your modules are, describing how they are structured and how to write them.
  • Determining where content will be reused and thinking about how it will be structured for reuse is the beginning of your information architecture.
  • Before writing, plan ahead for reusing content

How Twitter Makes You A Better Writer

Jennifer Blanchard gives 3 reasons that tweeting make you a better writer in her blog post How Twitter Makes You A Better Writer. Use twitter and learn to:

  • Write Concisely
  • Exercise your vocabulary
  • Improve your editing skills

I hope you have found this list useful. No list is by any means exhaustive. Please add to this list.

White Papers: Educational Documents or Advertisement?

A few days ago, I introduced the topic of white papers and how their definition fluctuates. Jim Lodico left an interesting comment on that topic. Here’s an extract:

I think of white papers as highly persuasive documents that persuade by educating. You are showing the reader a proposed solution to a problem. When done well, the paper truly helps the reader. They are persuasive because they allow the reader to visualize a proposed solution and in doing so, usually lead the reader to the company which provides said solution.
Jim brings up an interesting point: Where is the line drawn between educational white papers and advertisement?

White papers are notorious for generating sales leads. For instance, they can propose business solutions, present new ideas and concepts or serve as a condensed sale’s pitch (think Change This’ manifestos). By educating both decision makers and the public, most white papers manage to “soft sale” their pitch. That being said, some documents are clearly more oriented towards a “hard sell”, hence being more akin to traditional advertisement.

According to this article, “prospects today look to white papers for insights and education – not a sales pitch. When companies ignore this expectation, they risk losing credibility and valuable sales opportunities. They’re killing the goose only to find that there are no golden eggs inside.” We have all experienced at some point hard selling from a clothing store or a telemarketing call. Does this sort of marketing work? A lot of experts seem to think otherwise.

We are curious to hear about your experiences with white papers:

  • Do white papers with an educational purpose generate more leads than “hard sell” documents?
  • Is the lead-to-sale ratio better on educational pieces than on advertisement pieces?
  • Do “hard sell” documents presented as white papers end up hurting the white paper industry?