If you have a blog, you'll know what I mean, part of the most interesting material, stimulant in your website often comes from reader questions in the comments.
It is sometimes the questions themselves. And sometimes it's the response generated, its community and within their own thinking. (Why blogs are one of the earliest and most powerful social networking ways.)
Get great value of our reader questions, so I thought that respond in detail to some comments recent posts from Copyblogger for a column "Ask the marketer content" here at Copyblogger.
If you find this useful, we can begin to include it as a regular feature on the blog. So be sure and let us know.
Enough introduction, let's get to the questions:
On 19 March, Vicky asked:
In our content planning and forecasting, we have wondered if there is a "magic formula" for the number of messages that should be written in different categories? We saw an article 70% - 20% - 10%, but again no evidence specific to that it is a good strategy to go with when strategic content. Do I wonder if you have suggestions for content of cornerstone % vs content hmmm vs newsjacking? We understand that there is no magic number, but there are recipes for success!
Sonia Simone: You always want to take into account that each combination of item, the audience and the marketer is unique. The same theme, type of product and audience so a "formula" that works great for a business fall flat with another... even given.
Cornerstone content , the type of useful content that solves problems of reader and establishes the bases essential to the topic, It should be in place from the start. For that is its cornerstone, everything else is based on fundamental knowledge.
You'll want to look back on the time and ensure that it remains relevant and valuable. And the majority of sites should be stored regularly publish content of cornerstone. (If the piece begins with the words how, it is probably cornerstone content.)
Remember: content of cornerstone is not Wikipedia! It should still be interesting and attractive. "Useful" is not the same as "Bored". For many content vendors, this will form the major part of its content.
What we call "Hmmm content" is where you will exit the picture even more. You can get your readers to think about their own identities in the context of its theme, as we did with my original post on the idea of a third tribe. You can use an analogy which is a new Member of the audience, as this post on Firefly and creativity made. Or it could do something completely out of left field.
"Hmmm" content shake things a bit. They may discover new intersections, new audiences and new directions for you.
Newsjacking is something that you will do as the occasion rises. It can not be predicted, you can only be ready when the opportunity arises. When their outposts of social networks are buzzing about a topic in particular, you have a chance to jump and get into the conversation, as I did with my post if Facebook is still viable for content sellers.
True Newsjacking is both art and science. Don't forget to read (and actually absorb) David Meerman Scott Newsjacking book if you want to make the best use of the technique.
A final thought on newsjacking should not be necessary to say, that is: not newsjack tragedies. If someone dies, do not insert yourself into the story.
On March 27, said Darin L. Hammond,
I am sure that it is difficult to know a hearing for me, when the majority of my clients and readers are never found. Any idea or secrets to know the unseen?
Sonia Simone: Really understand their audience is key for any type of marketing. If you don't know what is bothering them, what is scare and what they love, cannot create content that speaks to those problems, fears and desires.
Your blog comments should always be your first stop, which is where you will get a direct reaction to what they say and how to say it. But if the traffic is not high enough to give him a lot of comments, however, there are plenty of other places to make a public recognition.
The social web is the best tool for market research ever invented... as you can grow a little patience. You will want to venture outside their own circle of friends and acquaintances. Join Google groups + communities, forums and other places online where people congregate.
Remember that you're listening to:
And if you touch you find a reader or client that is close, or if you're traveling to another city, do anything that you can sit in a coffee (or beer) with a member of the public. There is something in the face-to-face interaction that shows all kinds of subtle and interesting points that can be hard to get in line.
Rob Schneider said:
I get where you're coming all according to a point, but I think that the secret to long term success is authenticity. I always say (or think can, anyway, that is all that really counts) when a writer is trying to sound authoritative when it is not or is not imitating the style of another writer. Ultimately, best writing advice I've ever got was the Charles Bukowski poem, so you want to be a writer. Here are the first lines:
If it is not full of you
Despite everything
do not do
Sonia Simone: First thing first: I think authenticity is important, especially now. Time passes more people online, better they tend to remain in the tracking of clones and frauds. And good business - makes sense, only the element of your business that nobody can steal... is you.
But there is one thing that seems even more things: utility.
We all have our favorites online train wreck - that individual being so transparent is a little concerned going to break into pieces. And if you have to sell is a hilarious and sharply written, memory which can work very well.
But 99% of us do not want to be so magnificently mad as Jenny Larson. Or twisted with success as Louis C.K. or Ricky Gervais. That means we need something more than that may be your own. It also needs to be useful.
So, Yes, be authentic in the sense that you are not a weak copy of someone notable. It will never work.
But to be truly useful. Give me someone who can solve a trivial but annoying problem on a person's "true" brilliant but fragile any day.
Interested in seeing more Q & A posts like this? You have a question online marketing or contained of yours to consider for a future column you want to?
Let us know in the comments. We always love to hear what is on your mind.
About the author: Sonia Simone is co-founder and CMO of Copyblogger media. Get more from Sonia on Twitter and Google +.
No comments:
Post a Comment