Becoming Your Own Publisher (Content Marketing, Part 2)

April 22, 2014

Content marketing is a form of self-publishing.

Instead of publicizing company news, publishing articles in media or arranging interviews on newsworthy topics, content marketers typically write and post content on a blog, then “amplify” their message by tweeting it, and posting on LinkedIn, Facebook, YouTube and elsewhere.

Blogs are the media and social media are the channels for distributing your news.  An e-blast can serve both purposes.  In either case, you get to control your news, develop your messaging and target your audience as narrowly or as broadly as you’d like.  However, you also have to develop your own audience.

Content may also be publicized, too, of course.  Publicity, likewise, may be “repurposed” by being rewritten for a blog or the blog post may link to the publicity and be used to promote it.

For best results, public relations, content marketing, social media and search engine optimization should be integrated.  In fact, unless your business is large enough to support a marketing team, your content marketer and publicist should be the same person or they should work closely together.

New content should regularly be added to the company website.  If it’s “optimized” with the right key words and hyperlinks, it can boost your website’s search ranking and increase traffic (although key words have been used to game the search function to the extent that they’re not nearly as effective as they used to be).

Once your website is drawing more traffic and you’re refreshing content regularly, momentum builds and brings repeat traffic.

After repeated visits, your “clearly defined audience” should be driven to take “profitable customer action.” (see part one).

While content marketing has been around since the 1990s, it has grown in recent years.  One reason is that most companies today have rebuilt their websites into content management systems that practically anyone can use to update content.  If your website doesn’t have a content management system, it’s time for a redesign.


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