Content Marketing The Finale
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Content Marketing The Finale

After all of that preceding verbiage concerning content and engagement and social media and SEO in content marketing, where are we left? What are we going to put out into the wide, wide world of the internet as our strategy for the next assault?

Well, we now know what we are going to do, develop and produce good, valuable, engaging content.

We know where we are going to produce it, on FaceBook, Twitter, LinkedIn, Instagram, in our blogs.

We also know when, just as soon as we can!

And as for why, well the answer to that is obvious I would have thought.

Image result for free images chooks

Even the who has been answered.

No, we are not going to rush around like a bunch of chooks because there is one more, highly critical question that need to be answered satisfactorily before we can go ahead.

We need an answer to the HOW? And that little word is probably the key to the whole thing, or rather the answer to it is!

Yep! Dead right, we need to work backwards, we need always to work, to plan, to write with the desired result (the result we want) always in mind!

The way we do this is to adopt a strategy called 'Agile Content Marketing'. Agile marketing relies on simplicity and feedback. You start with the basic premise that it is better to do something than nothing! When you get it wrong, and you will, you can always make it better, you can always make it right.

Starting with a simple strategy, always with the understanding that it needs tweaking and improving and make those tweaks and improvements based on the feedback you receive. It's not such a strange way to develop content, Authors, writers in general, even comedians, develop their stories or routines in much the same way.

An author will deliver his manuscript and it will come back from his agent with some suggestions. It will go to his editor next and come back with more suggestions. Then it goes to the proofreader etc. etc. The point is that the author is receiving feedback from all of those others in the chain, right until the book goes on sale, at which point he will receive even more suggestions from his audience. It never really stops, the process is never really finished.

Do you think that comedians come out of their bathrooms or their bedrooms with their patter already to go? Of course not, they rough it out at first by doing a few one-night-stands, make notes of what got the laughs, improve it, try again, and again, until the whole routine is working. THEN they can take it to the big stage!

Like most other things that are worth doing, the process is really quite simple. It isn't easy, but it is simple!

You can only start with an educated guess at what is going to work. Create and publish the content you have developed from that guess, knowing that it is quite likely flawed. Based on the feedback that you receive from your audience, you can optimise it constantly and push it back into the water to see if it floats this time!

This strategy boils done to five steps:-

Research - where you make you own educated guess based on market research into who is buying what and why, what problems does it solve?

Release - you have to take the plunge and let your baby out into the world at large at some stage. Bearing in mind exactly where to put your site, fill it with meaningful content and then get sufficient audience to get some feedback.

Optimise - once you have started receiving feedback you will be able to determine which components of your content are critical and which can be replaced. You will be forced at some point to retract, even perform 180deg turnarounds, but that's evolution.

These first three operations are on a virtual rinse and repeat cycle. You will be continually assessing, changing and re-releasing content until you have it optimised completely. At which point, you'll be flying!

Connect - throughout this entire process you will be connecting and engaging with your audience, creating alliances, forming networks, building networks to expand and spread your content, thereby accelerating the growth of your audience. You must be constantly working to maximise the exposure that your content needs and deserves.

Repeat - Yes, that's right, do it all over again! In mathematics, they call it iteration which is, basically, to take the output of one function and use it as the input for the next function. It's like pouring dirty water through one filter after another, each with a finer mesh so that what you end up with is free of any impurities.

And that is what you are doing, refining and refining to get rid of all the crud that you have unknowingly included in your content. At the same time, all of the time, your own expertise is increasing, you will in due course be able to eliminate the crud (most of it!) before it actually get into print.

Content Marketing is a constantly evolving animal, as is any other type of marketing, but it is effective and, compared to the others, relatively inexpensive.

So here we are, finally. Are you ready to take what you have learned and put it into action?

Because that is the one thing I have left out of this series and the one thing that will be critical to your success (or lack of it!), that one thing is action! If you do nothing with the information and knowledge you now posess it's all been a total waste.

Generate some content, publish it, take the knocks, fix it up, re-publish and develop it, publish again. Keep going!

More soon


Street Talk

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