Thinking About Content Marketing

The format has greatly expanded the possibilities available to launch a product or promote a brand or special event and it continues to flourish in both B2B and B2C ventures, riding a tide of customer hunger for interaction and information.

I edit two newsletters, one very concise and the other several pages long and full of a great deal of text and photos. I assemble the shorter newsletter myself. It runs from about a page into a page-and-a-half in length and I create it by obtaining snippets of relevant and timely new information and an image or two. The other can run into five pages but I am strictly the editor, ensuring that spelling and grammar are correct, checking facts and correcting storyline inconsistencies. Can you imagine which newsletter creates the ROI for the publisher?

You guessed it! The newsletter which provides splashes of info every month and two or one new pictures is successful. As you plan the content for your marketing campaign, remember to avoid burying yourself in the labor and expense of producing expensive or high-maintenance content. Your mission as a business owner and leader is to pursue and retain paying customers, so that your enterprise will generate revenue and earn a profit.

Input the experts

The answer is, even if you have done something successfully a number of times, you can claim the title of expert. However, there is also the axiom "Those who can perform and those that can't, teach." There are many so-called experts who create a great deal of content, but they've not had a project assignment in quite some time.

Noise makers

Those photos become content posted on social media and join the digital noise that competes with content that Solopreneur consultants and other business leaders upload and post with the goal of appealing to potential customers. Launching and sustaining a content marketing campaign is an uphill struggle for small operators with restricted budgets.

Branding Isn't personal

A certain set of raven-haired sisters (and their mother) in L.A. County have done remarkably well with the personal branding concept, but it does not hold for the rest of us. Unless you're lucky enough to have held a job that let you publicly build a reputation among prospective customers, or you descend from a prominent or celebrity family, the differences that you (and I) emphasize to prospective customers are often perceived as minor and not distinctive competitive advantages. We are all the same, just different.

Strategic, original, relevant, concise

If you are inclined to delve into the content marketing fray, be strategic about the process. Have a clear and defendable purpose. My goals when writing these posts would be to:

I've referred prospective customers to my posts and the strategy has been successful. I have obtained at least three assignments, including a (small) publication editing project, my initial. Editing two newsletters also helped me to trap the book assignment.

Further, read about business topics online at web sites such as Entrepreneur, Inc.. Magazine, Harvard Business Review and Lioness Magazine (for women entrepreneurs). Those can become your inspiration, along with your own lived experience, to generate original content. Do not attempt to pass off a series of links to articles written by others as your own content. Don't insult people.

Finally, whatever your topic, two and a half pages of 1000 words, or text, is the recommended maximum, according to content marketing specialists a significant marketing firms. Attention spans are not what they used to be in this noise-filled arena of competing experts. Make your content relevant and easy to read.

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