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Can "Remarkable Content" really be remarkable if no one reads it? How do you promote your content?
I love the buzz words acknowledging the importance of "Content Marketing" but to measure the effectiveness of your company's content marketing plans, you have to measure consumption. I will assume you have the right quality content and the right audience, which is powered by a great opt-in database or social media followers, so how do you entice that audience to engage and consume your content?
Promotional copy in email subject lines and 140 character tweets are extremely limiting but crucial to the success of your "Content Marketing" strategy. How do you write promotional copy that is effective at generating interest?
By the way, here is a list of a few related pieces about "Content Marketing" that I pulled from Focus:
++ Effective Content Marketing: http://www.focus.com/briefs/marketing/effective-content-marketing/
++ Marketing to Customers: The Continuum for Content Marketing: http://www.focus.com/briefs/marketing/marketing-customers-continuum-content-marketing/
++ How Vendors Can Use Remarkable Content to Attract Real Buyers http://www.focus.com/research/checklists/marketing/how-vendors-can-use-remarkable-content-attract-real-buyers/
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2 Answers
I think this is a great question and one that will have many answers depending on who you ask. For someone who is online reading/viewing content on a constant basis, I have seen my fair share of great content that has seen little traffic and lousy content that has seen millions of visitors. Why? That is a hard question to answer.
To me, the first step in marketing great content, especially on Twitter or through a blog, is constant and continuous great content being produced or marketed, even if it is not your own.
I think as a brand (whether your a single person or a company), you need to resonate as a reliable source for great, interesting and relevant content. Once that happens, and the respect is there - you will begin to see traffic and an increase in clicks.
To me, there isn't a 10-step strategy to gain millions of followers/visitors in 3 weeks. It's a long drawn out process. Just like a trusting relationship should be.
"Really great content" is response charateristic that comes from traffic interaction (on site rating schemes) or could be construed from cross-links etc. (others like it so much they refer to your goods - or steal them...)
There are lots of ways to generating traffic including giving away eBooks, which can get you a "fan" opt-in list as well. You can generate your own buzz via Twitter and Facebook by following and engaging similar interest groups to your product or whatever you are promoting. This can allow you to backlink to your site.
If you are not already pitching your site from an "expert" perspective don't overlook the power of asking people to help you "improve" your content/interface via their recommendations or contests. This can be very powerful, though a bit blogish. Visiters so engaged become akin to "their" site and will provide more positive refernces by human nature (check out Cialdini's books on influence.)
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