Utility, inner thoughts, creating online conversation, and more
The best ideas in content marketing are connected by a simple imperative: be helpful, or be ignored. Utility is hard to drown out. I touch on this imperative in my book in the section “How to make yourself indispensible with social media.”
It’s odd how difficult it can be to follow one’s own advice sometimes. It would be so easy to fill this blog with barely disguised appeals to buy the book. But that approach only serves my interests, and for you to subscribe, stay subscribed—and hopefully, buy the book—I need to serve your interests.
I’ve posted many useful sections of the book online already, so I’m thinking of other ways to serve the interests of my readers. Today I’m going to try one idea I picked up from David Armano, who turns Quora answers into blog posts. I think the approach is brilliant, frankly. By answering questions within my area of expertise on Quora, I’m building credibility on that platform. Then, by posting those answers to my blog, I’m exposing that helpfulness to a wider audience and repurposing the content for another use—one that’s ultimately closer to my goal of building up a readership interested in buying books. And hopefully, the answers are useful to you. If they are, please upvote them on Quora.
Want more personalized social media or content marketing guidance from me? Register for Quora if you haven’t already. Post a question, then use the Ask to Answer feature to request an answer from me. I’ll post some of the questions and answers here. Alternatively, just email me your question. So, here goes nothing.
There are so many variables, but here are some of the major elements:
- Content creation (copywriting, image sourcing)
- Planning (strategies, scheduling, content sourcing from internal and external groups)
- Responding (addressing customer service issues, praise, other mentions)
- Outreach (working with influencers, prospects, existing customers)
- Reporting (monitoring your progress, justifying your efforts)
- Optimization (using data to do things better)
Yes, within reason. Actually, my handle (be3d) is shorthand for my Twitter philosophy, "be three-dimensional." I think individuals like to meet and interact with other individuals on Twitter--they prefer the genuine article, the quirks, the entire package. There is a warmth to a genuine Twitter presence that invites conversation, and expressing one's "inner thoughts," provided that they aren't vulgar or roundly objectionable, is a winning strategy.
The first step is to make the conversation about your users, not about you. This is simple, but it's probably the number one thing companies get wrong. What connects your users/fans/prospects is so much bigger than your brand. What do they love, and love to talk about? The second step is to connect them to each other. If you can go beyond starting and chiming into conversations, but play the role of a true connector and facilitator, conversations will naturally start between people that share interests, goals, proximity, etc.
Personal. In my experience, people like interacting with people. They don't like ambiguity in communications. They value being able to address, say a response, to an individual, not a corporate entity. They prefer to help people, not the companies they work for. There's also an important element of accountability: a claim or offer can be traced back to an individual.