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5 Keys to Creating Valuable Content

February 7th, 2013 :: Monika Jansen

By now you’ve heard that content is king, and indeed, for many reasons it is: search engines reward fresh content on your website, valuable blog posts will generate traffic and interaction on your site – which search engines also like – and, most importantly, content will position you as a thought leader in your industry, which has numerous benefits.

So the question is, What makes content valuable?

Here are the 5 keys to creating valuable content:

1. Valuable content answers questions

What questions do your customers ask of you most often? How do you solve their problems and meet their needs? Answer these questions in-depth with how-to advice so your audience can do it themselves – just like this blog post!

As you answer questions, keep in mind the level of knowledge your audience has on the topic. Tailor your content to those who are beginners, well-versed, or experts, rather than trying to meet everyone’s needs at once.

2. Valuable content is written in plain English

If you want to engage your audience, write all of your content in plain English. It’s also a good idea to write in the first person and address your audience as “you,” so it sound like you are talking to your readers, not at them.

3. Valuable content is written clearly

Just because you are writing something in plain English doesn’t mean you will get your point across quickly and clearly. At the very beginning of your blog post, ebook, or email, explain the point of your message – and then back it up with further information. Finish with a conclusion that ties the information you just shared back to your original point.

4. Valuable content is backed up with data and examples

Add credibility to your statements and information by backing it up with data or examples. You can use data from your own analytics or major research companies like Forrester, or examples from your own experience or the experience of your customers.

5. Valuable content is actionable

While your insights and predictions around a certain topic or trend is useful information, I find that my blog posts that do the best and the ones that I enjoy reading are actionable, that is, they teach me how to do something new or better. How can you help people improve their skills and get better results, or just learn how to do something on their own rather than always relying on a professional?

What other elements make content worthwhile for you to spend time reading?

Image courtesy of Tumblr.com

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Tags: content, content marketing, Marketing, writing
Posted in Marketing | 9 Comments »

Content Marketing 101: The What, Why and How of Using Content to Generate Leads

October 26th, 2012 :: Monika Jansen

Content marketing has become quite the trend this year. If you’re not familiar with the term, it refers to creating digital and print marketing pieces specifically to market your business to your customers.

The benefits of content marketing include:

Creating trust
Building thought leadership and expertise
Building and solidifing relationships
Improving search results
Increasing Web traffic and leads

There are many pieces of content you can create, repurpose and share via social media and on your website. In my opinion, the top 7 by popularity and effectiveness (but in no particular order) are:

1. Articles

Seek out opportunities to write for trade or general interest publications, both digital and print, on your area of expertise. Reach out to editors and propose topics that would be of interest to their readers.

2. Blog posts

Writing blog posts for your company’s own blog is great for search results – search engines reward websites that are frequently updated with new content. You can also seek out opportunities to guest blog for a partner company’s blog or an industry blog.

3. Case studies

Turn your projects into stories that explain a client’s challenge, your solution and the results. Case studies need not be long and technical – 3 paragraphs of 2-3 sentences each should suffice.

4. Enewsletters

A short, monthly newsletter is a great way to not only stay top-of-mind with your audience of potential, current and past customers, but also share your expertise and industry news.

5. Ebooks

Repurpose content from articles, blog posts, case studies, and presentations by creating an ebook in which you share tips, tricks and how-to’s.

6. Presentations and Webinars

If you hold or participate in events like seminars, workshops or webinars, consider your presentation part of your content marketing strategy, either by repurposing it whole or in parts.

7. Videos

Marketing videos can be entertaining, educational or a hybrid of both. When done well, a video will not only engage your audience, but also drive leads to your website.

What kind of content marketing has worked well for you? What would you like to try if time and money were no option?

Image courtesy of adrants.com

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Tags: articles, blogs, case studies, content marketing, e-books, e-newsletters, Marketing, presentations, seo, social media, Videos, webinars, writing
Posted in Marketing | 1 Comment »

How to Move From Blogger to Book Author

August 20th, 2012 :: Monika Jansen

If you blog regularly on one or two topics, chances are you have created enough material for a book – I sure have! Organizing all of those blog posts into a book or three is a great way to easily move from online author to book author. Here’s how to make that transition go even more smoothly:

Research topic marketability

If you already have a popular blog, then you know that the topics you write about have an audience, and, therefore, that a book on those topics will also have an audience.

If, however, your blog is still growing its audience, research the popularity of your topics based on the viability of other blogs and books. Find a niche with little or no competition, and fill it.

Organize posts by subject

This is a bottom-up approach, in which you organize your already-published blog posts into a book.

Instead of writing your blog posts directly into WordPress, Blogger or Typepad, write them first in a Word document and save them in files organized by subject. You can even break your files down into smaller files that are more focused. For example, in your Social Media folder, you can have sub-folders on Facebook, Twitter, Pinterest, YouTube and LinkedIn. You can then create chapters or separate books from each sub-folder.

Write posts chapter by chapter

This is a top-down approach, in which you outline a book and then write blog posts to fill that book. Break each chapter down into several 300-500 word blog posts, compiling each post into a Word document as you go.

As you write, be sure to use keywords or phrases that are searchable in both the header and body of the blog post, and publicize your blog posts via social media and even in your email signature. You can also turn chapters into series to attract and keep readers – for example, start with a series of 5 posts on Facebook, then move to a series of 4 posts on Twitter, and so on.

Add new content

Once you have your book’s first draft compiled, add new content to spur sales and attract readers. You’ll also want to add content that bridge gaps and provides a smooth transition between the points you are making within a chapter and from one chapter to the next. This will ensure your book flows and reads well.

Now that you have a book ready to go, you can either self-publish it (I like lulu.com) or look for a publishing house. If your blog is popular, with lots of unique visitors and page views, an established publisher might already know about you. If not, go ahead and self-publish and join the ranks of published authors.

Image courtesy of janemount.com

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Tags: blogging, book author, Marketing, publishing, self-publishing, writing
Posted in Marketing | No Comments »

Can Building a Blog Community With Unfinished Posts Really Work?

May 7th, 2012 :: Monika Jansen

I’m always open to new ideas for getting more comments and building community on your blog. After all, a blog that is more engaging and share-worthy is a more effective blog.

But when I read a recent article suggesting bloggers leave their posts unfinished, I had to wonder – could this really work?

Why It Could Work

Writer Jeff Goins gets a lot of comments on his blog, so when he advised other bloggers to stop finishing their blog posts, I examined his reasons closely.

1. Goins believes leaving posts unfinished makes readers feel important because they enjoy fulfilling the role of content co-creator. Readers enjoy being part of the process and feel a sense of purpose when they participate in your blog’s creation.

2. He also believes inviting readers to finish posts builds community around your blog. Readers crave interaction, and they are not satisfied with blog posts that read like monologues. Goins suggests letting go of perfection, using a human tone, and showing your flaws.

3. Goins believes unfinished blog posts are springboards that launch the comments bloggers crave. After a few readers break the ice with their thoughts to complete your post, other readers will feel encouraged to leave comments as well. In other words, unfinished blog posts help get the momentum going for commenting.

Why It May Not

These reasons theoretically make sense, but I can’t help but wonder if they’d have any traction in the real world. For example:

1. Your readers likely look to you as a thought leader – a knowledgeable professional in your industry. Are they really looking to you to feel important, or do they expect you to provide them with helpful information on the topic you cover? Leaving blog posts unfinished could undermine the authority you’ve spent time building with your audience.

2. Building community is important to any blogger, but what if that community takes a spammy turn? You risk losing the focus and trustworthiness of your blog when anyone can significantly change its content. If your blog cannot be counted on for relevant, verified content, readers make seek their information elsewhere.

3. Numerous comments may make a blog look successful and engaging, but what if things don’t go according to plan? Readers may not always have the time or inclination to leave a comment, much less complete your blog posts for you. What if you end up with a blog full of empty articles? This plan could backfire, leaving your blog looking – well, unfinished – if you don’t get the comments and participation you expect.

What do you think? Is leaving blog posts unfinished a smart way to generate comments and build community, or does it leave too much on the table, threatening the relevance of your blog?

Image courtesy of dstracywrites.blogspot.com

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Tags: blogging, building community, comments, Marketing, writing
Posted in Marketing | No Comments »

Email Marketing Is Not Dead, Part 3: Creating Content

November 10th, 2011 :: Monika Jansen

This entry is part 6 of 6 in the series email marketing

Nope, email marketing is not dead; in fact it is still quite relevant, as it is the only way to get in front of your current and prospective clients on a regular basis.

The reason: Your messages on social media platforms can easily get lost in the noise. Will your target market see your tweet, status update in their Facebook news feed, or latest blog post in whatever eReader program they use to keep their reading organized? The great thing about an email boils down to this: Your prospects and customers will have to at least glance at the subject line before deciding whether to read or delete it.

In this three-part series on email marketing, we have looked at putting together a strategy (that was part 1) and building and maintaining a list (part 2). In this final post, we are looking at how to create engaging content that your target market will read and appreciate. Some of the information in this series is courtesy of the HubSpot eBook 7 Steps to Jump Start Your Email Marketing Strategy.

Here are four ways to create emails that will get opened:

1. Focus on the Subject Line

The only way anyone will open your email is if it has an eye-catching subject line that stands out from everything else in the inbox. It needs to be a bit of a teaser and include a hint of what is in your email. Clever, cheeky and funny subject lines are always welcome, no matter what your industry. After all, we all like to laugh.

If you’re in a fun industry – say, event planning – it is easy to come up with fun subject lines. Let’s choose a rather dry industry – accounting – and see what we can come up with. You are a CPA and your email contains an article on tax planning. How about “5 Easy Ways to Boost Your Income” or “5 IRS-Approved Ways to Save on Taxes”? While they are not funny, they are attention-getting.

Keep your subject line short, include your company name in the subject line, and make sure the same person sends out the email every time so your audience recognizes it as being from you.

2. Write Valuable Content

That’s easy to say – but really, it’s not so hard to do, either. Your enewsletter can contain short case studies, surveys, industry reports, your take on industry trends, information from webinars, excerpts from white papers, ebooks, guides and blog posts – the list is really endless.

Valuable content can be defined by two characteristics: it has to be 1) useful and 2) interesting for your target market. Keep your tone friendly and conversational, keep the content short and to the point, and include images to break up text and add visual interest.

3. Link Back to Your Website

Remember to link back to your website whenever possible. If you reference a product or service, pricing, someone on your team, a blog post, marketing collateral – link to it. You probably want people to end up on your website anyway, where they can fill out that contact form or buy from your ecommerce site.

4. Include a Strong Call to Action

A call to action should be included in your email, and this goes back to the goals of your email marketing campaign that we discussed in part 1.

What do you want your audience to do – download a white paper, subscribe to your blog, like you on Facebook, follow you on Twitter, try out a demo, sign up for a new product’s beta testing, buy something?

Don’t just tell them what you want them to do, though – stress why it is beneficial for them to do that.

If you missed the previous two posts in this series, you can find part 1 on strategy here and part 2 on building your email list here.

Image courtesy of creative design agency Arrae

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Tags: content, Email marketing, Marketing, writing
Posted in Email Marketing, Marketing | 3 Comments »

How to Write Engaging Website Content That Will Generate Leads Part 1

August 24th, 2011 :: Monika Jansen

This entry is part 2 of 3 in the series Writing website content that generates leads

Ever try to write website content for your own business? It is hard – really hard. I am a copywriter, and I struggled to write content for my own website even though I write for other companies’ sites all the time without a problem.

I think the problem most people run into when writing their own content is they don’t understand one simple thing: You cannot write about yourself from one page to the next. No one, but no one, cares about what you do and how you do it (OK, maybe your mom cares). They (really, us) just care what problems you solve for them (us).

In this three-part series, I will walk you through the beginning, middle, and end of writing website content that connects with your target market to the point that they say, Wow, I need to work with/buy from these guys.

Naturally, we will start at the beginning. Here are the first three things you need to do to write truly spectacular website content:

1. Define your target market.

Most companies think they know who their customer is, but they don’t because they are not specific enough. You can’t just say, My customers are government contractors or professional services firms. You need to drill down to specifics: revenue, employee size, geographic location, specialties, gender, age, income level, education level, etc.

Until you know exactly who you are trying to sell to, you can’t write anything.

2. Define your services.

Yes, I know you know what you do. But do you explain it in the most straightforward way possible? If your service is on the more complex side (financial advisor, let’s say), or sounds vague when you state what it is you do (management consultant), you need to break down your services and clearly define each one. What are the problems your clients have? What are the solutions? How do you implement those solutions and save the day?

So, instead of saying, “I provide interior design services,” list that you do space planning, staging for home sales, work with contractors during renovations, etc.

3. Write your value proposition.

Your value proposition is what makes you unique. It is the reason people buy your products and services. So sit down and brainstorm all the reasons you are different from the competition. If you want more inspiration, ask your clients why they chose you over everyone else. (All those quotes can become testimonials for your website.)

When you write your value prop, focus on your clients and the benefits you offer them. First start out by saying what problems you solve, then explain how you do it. It should be one sentence long, and it should flow nicely, as if you were actually talking to someone.

Your value proposition will go on the home page of your website. It has to be really good (no pressure!).

In my next post, we’ll cover the “middle” of writing website content: what pages to include, how to lay them out, and what to actually write in them.

Image by Flickr user dtron (Creative Commons)

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Tags: Marketing, target market, value proposition, website content, websites, writing
Posted in Marketing | No Comments »

How to Use Content Marketing on LinkedIn

July 22nd, 2011 :: Monika Jansen

This entry is part 1 of 4 in the series Using content to market with social media

In the final installment of this four-part series on using content to market and generate leads via social media, we’ll take a look at LinkedIn, which is, unfortunately, the most underutilized social media platform of the Big Three (Twitter and Facebook are the other two).

Sharing useful, interesting content on LinkedIn is just as important as elsewhere, but few people actually do so. Too bad, because LinkedIn is one of the best ways to generate leads, especially if you’re in B2B or B2G.

The reason: It’s so easy to find out who your target audience is, as they (hopefully) filled out detailed profiles when they joined. You know where they work, where they used to work, if you have any shared connections, and so on.

Plus, the people you are connected with on LinkedIn are people you have met personally via work, trade shows, conferences or networking events. They expressed interest in keeping in touch with you because they like you, think you could work together down the road, think you can refer business to each other, or just want access to your connections.

Some of your connections are potential customers, but everyone is a potential referral source if you are active enough. Share anything that positions you as a thought leader (company news is OK to share every once in a while).

What to share:

Blog posts
White papers
Articles
Press releases
Ebooks
Guides

Two more things to do:

Answer Questions

If you click on More in the top navigation bar on LinkeIn, the drop-down menu includes Answers. Answer questions about your industry on a regular basis, and you’ll develop a reputation as an expert and great source of information.

Get Recommendations

It is so easy to forget to do this, but routinely ask for recommendations, which lend credibility and authority. It’s a great way for everyone to see (in their weekly LinkedIn update) how awesome your clients think you are.

Image Courtesy: Flickr user crazyoctopus (Creative Commons)

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Tags: content, content marketing, LinkedIn, Marketing, social media, writing
Posted in Marketing, Social Media | No Comments »

How to Use Content Marketing on Twitter

July 19th, 2011 :: Monika Jansen

This entry is part 3 of 4 in the series Using content to market with social media

In the third installment of this four-part series on using content to market and generate leads via social media, we’ll take a look at Twitter, which, due to its viral nature, is the best way to spread your messages like wildfire (of the Big Three, that is: Facebook, Twitter and LinkedIn).

But first, a little review about content from the first post:

When are you marketing yourself online, content is king. The only way you can connect with your target market online and convince them that you are the person they need to do business with is by producing and sharing useful, interesting content on a consistent basis.

So who’s following you on Twitter? In order to tweet the content they’re interested in reading and retweeting, and maybe even DMing you about, you need to know who your audience is.

Your Twitter followers are most likely complete strangers whose locations span the globe. Depending on your business model, they are not likely to be the best potential customers. Maybe they’re interested in your company, but they are most likely interested in your industry. Therefore, this is the place to share non-company-focused information to gain thought leadership.

Basically, Twitter is an information-dissemination platform more than an engagement tool just due to the vast amounts of tweets being generated 24/7. If you mention or DM an individual or a company, they’ll get an alert via email, a cool new feature I really appreciate that makes it easier to engage on Twitter.

Just be sure that in your 160-character blurb that appears under your name and Twitter handle, you include your blog and website URL so people can learn more about you if they are so inclined.

Here’s what to tweet:

Blog posts that are not company-focused but rather industry-focused
Industry-focused articles, videos, and blog posts
Articles, videos, and blog posts others have tweeted

That’s it. Short list.

One other thing to keep in mind: Do not automate replies to people who follow you. If you want to connect with them, write a personal message. Automated replies smack of laziness and prove you have no clue what you are doing.

Next up: Content marketing on LinkedIn.

Image Courtesy: Flickr user crazyoctopus (Creative Commons)

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Tags: content, content marketing, Marketing, social media, Twitter, writing
Posted in Marketing, Social Media | No Comments »

How to Use Content Marketing on Facebook

July 15th, 2011 :: Monika Jansen

This entry is part 4 of 4 in the series Using content to market with social media

In the second installment of this four-part series on using content to market and generate leads via social media, we’ll take a look at Facebook, which is the most fun, engaging and customizable social media platform out of the Big Three (Facebook, Twitter and LinkedIn).

But first, a little review from the first post in case you missed it:

Content is king. Whether we’re talking about your website or your Facebook page, the only way you can connect with your target market online and convince them that you are the person they need to do business with is by producing and sharing useful, interesting content on a consistent basis.

Before you start sharing content on Facebook, though, you need to know who is on there.

In general, Facebook fans are interested in your product, service, and or company. All of your customers are hopefully fans already (ask them to like you!). Everyone else obviously likes your brand and wants to interact with you. This means they are potential clients and referral sources, which leads to what to share: content that focuses on both your company and industry.

As a platform, Facebook is very community-oriented with a heavy focus on engagement. I like to think of it as a website where your target audience can talk back to you.

Here’s what to share:

Blog posts
White papers
Published articles
Video blogs
Company news
Games
Surveys or quizzes (fun, “test your knowledge” quizzes)
Ebooks

Always ask for feedback on what you are sharing to get discussions going, as it’s a great way to gauge interest in the content you are publishing. Adjust your content marketing strategy accordingly.

One tip that most people don’t think of: Check out what your competitors are doing on Facebook. What can you do differently or better? What about your favorite brands you like on Facebook? What do they do that you can replicate?

Next up: Content Marketing on Twitter.

Image Courtesy: Flickr user marcopako (Creative Commons)

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Tags: content, content marketing, Facebook, Marketing, social media, writing
Posted in Marketing, Social Media | No Comments »

How to Get Started Using Content Marketing on Social Media

July 13th, 2011 :: Monika Jansen

This entry is part 2 of 4 in the series Using content to market with social media

By now, I am sure you’ve heard the phrase “Content is king.” Whether we’re talking about your website or your Facebook page, the only way you can connect with your target market online and convince them that you are the person they need to do business with is by producing and sharing useful, interesting content on a consistent basis.

In this four-part series on using content to market and generate leads via social media, we’ll take a look at Facebook, Twitter and LinkedIn separately, as you have different audiences on each.

Facebook fans are interested in your product, service and/or company. They like what you’re doing, so there are a lot of potential clients and referral sources on Facbook who want to interact with your brand.

Twitter followers are mostly strangers who are interested in your industry but maybe not you specifically. Tweet broad, industry-specific content (I have generated leads through Twitter this way), with maybe a little about your company sprinkled in. No sales pitches.

LinkedIn connections are people you have met personally via work or networking events. Even as adults, we get judged by the company we keep, and that is no different online. Some are potential customers, but everyone is a potential referral source if you are active enough in your account.

First up, though, you need to create content. The fastest way to do this is by segmenting your target market, listing their pain points, and describing how your company, products and/or services solves those issues.

Now you can write blog posts, articles, white papers, a guide, how to, FAQ, newsletter, etc. based on those pain points/solutions.

One super important thing to remember: Do not publish the same content across social media channels at the same time. Remember, your audience on Twitter is much different from your audience on LinkedIn: Your Twitter followers are mostly strangers while you personally know a vast majority of your LinkedIn connections.

Next up: Content marketing on Facebook

Image Courtesy: Flickr user webtreats (Creative Commons)

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Tags: content marketing, Facebook, LinkedIn, Marketing, social media, Twitter, writing
Posted in Marketing, Social Media | No Comments »

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Posts Tagged ‘writing’

5 Keys to Creating Valuable Content

How to Move From Blogger to Book Author

Can Building a Blog Community With Unfinished Posts Really Work?

Email Marketing Is Not Dead, Part 3: Creating Content

How to Write Engaging Website Content That Will Generate Leads Part 1