Getting on the blogging bandwagon: How to create interesting blog content

Getting on the blogging bandwagon: How to create interesting blog content

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Every business from start-up to multinational has a blog. You need to get on the blogging bandwagon, or feel its wheels rolling over the top of you! The challenge with blogging often isn’t the budget constraints, it’s coming up with engaging ideas that are going to resonate with your audience.

Everyone has a unique perspective and insights to share

The great thing about blogging is that everyone has many stories to share. Bring together a bunch of people with similar interests and challenges in life and you can build a supportive online community.

Create and Curate

No matter your blog topic – you can bet that somebody somewhere has already laid the groundwork, with an abundance of content written any topic under the sun. So take inspiration from this content, and then write your own story.

Curating lists is also a great idea. You could recommended blog posts, sites, books, podcasts or videos. This helps other people in the community and adds depth to your blog posts. People are more likely to stick around and read when the content is interesting, relevant and informative to them.

Guest Blogging

If you’ve enjoyed reading articles by certain bloggers then ask to interview them for our blog.  Most bloggers or subject matter experts will relish the opportunity for exposure. Firstly, make some editorial guidelines clear.

Don’t allow them to directly promote a specific product or service. Also, in many cases, you can avoid having to pay for a guest post, unless the blogger is enormously famous. Their pay-off comes at the end of the guest post, with an included brief about themselves, their expertise and a link to their own website.

A guest blogger’s writing can be like a breath of fresh air to a business blog. The guest blogger automatically becomes a powerful brand advocate, sharing the post all over social media. It’s a powerful way to immediately increase the reach and virality of the post.

Repurpose Your Existing Content

Use your existing collection of content to create a video tutorial, slideshare presentation, infographic, magazine article or any other type of new content. Most of the work will have already been done, it’s just a matter of tweaking the content for the new format.

Industry round-ups

Collect all of the interesting and industry-relevant research, quotes, and insights you can find from other popular blogs and websites. Then combine this with your own content that’s created in-house as well as industry research nuggets. When combined together this can be turned into long-form content for your blog.  and other little golden nuggets of information that you find elsewhere on the web. Posting this in a steady, uninterrupted flow onto social media is going to keep up the momentum of interest.

Think Telephone Not Loudspeaker

Make sure that your social media communication is like a telephone and not a loudspeaker or PA system. Social media is about engagement and getting people involved and interested in your story. People want to see you as a friend on social media, not a brand or business. So keep the content entertaining, light-hearted and amusing – as you would to your friends.  And don’t sell to your followers and fans, they will abandon you quicker than you can say ‘Sign Up Now’.

Quality content is the door, ingenuity and creativity is the key.  Speak with me today about how I can bring your blog to life!

 

 

 

 

 

 

 

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Six ways to sweat your content marketing assets

Six ways to sweat your content marketing assets

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Evergreen content is the kind that is always useful to people in years to come.

How do you make sure that your investment in copy pays dividends in the coming years, without further time and money spent? The answer lays in how you approach the content and whether or not it’s flexible enough to do gymnastics for you. Ask yourself if your content assets are malleable, flexible and reusable? Here are some ways to construct your copy, so that it will outlive you like a Galapagos turtle.

1. Write Evergreen Pieces

 

Instead of writing news items that have short term value, write about topics that will always be in bloom, in vogue and relevant. That’s what I mean by evergreen. Try instructional and informative pieces as these rarely go out of style. Or try top ten or countdown articles that focus on brand-relevant topics that are close to your audience’s heart.

Doing so will mean more eyes on your content. It also means that the possibilities for republishing elsewhere multiply. Consider offering your content on an attribution licence for other parties to use and syndicate it, with a link back to your website as a requirement. These kinds of backlinks are excellent for SEO optimisation.

 

2. Mobilise Socially Savvy Employees

Yes everyone in the office probably is flat out busy with their own roles. However you can dangle that irresistible carrot in front of them of paid time on social media. You can give workmates the tools and training to generate content from existing material, and the ability to post this content themselves to their own followers and fans. This obviously would need to be monitored, supported and have a clear campaign goal in mind. This ensures that the tweeting and posting frenzy is staying on brand and on topic. When it’s possible, getting fellow team members to interact on social media can be really helpful in boosting social engagment.

3. Syndicate Your Content

When your content is published in newspapers, magazines or other people’s websites, ask the editor or content manager about exclusivity and copyright. Are you able to reuse your content elsewhere? Doing so gives the content exposure to a much wider audience. Generally if you have given the article to a third party, they will be gracious enough to allow you to republish it wherever you want. However always ask beforehand to avoid any awkward misunderstanding. After all, it’s important to maintain these mutually beneficial relationships.

Six ways to sweat your content marketing assets

Your team can help to amplify your brand on social

4. Reuse and Recycle

All sizes and types of content can have another nine lives on different platforms.  You could:
• Use parts of published magazine articles as snippets on social media.
• Use customer reviews as a part of a case study or as a slide on your home page for maximum impact or in your annual report, sales catalogue or advertising.
• Use excerpts from blog posts in newsletters or within print news articles.

That’s really only the tip of the iceberg. Get creative with your repurposing of content and you may surprise and delight your team with innovative ideas.

5. Get Listy

Lists are like content catnip to online readers. They are scannable and irresistible, as they allow human minds to take in complicated, lengthy information in a much easier form. In terms of word recycling, lists are profoundly reusable. The bullet points of lists can be transformed into tweets, posts on Facebook and other little pocket rockets. Lists can be used alongside video or images, or (if they are written well enough) left to shine on their own. Of course, lists have gained a bad wrap in recent years, with a deluge of crappy listicle articles out there in the wild.  However, presenting useful, bite-sized information that is relevant to your audience will never go out of fashion. 

6. Ideation Nation

The final and most important step for sweating your content marketing assets is ideation. This is where a Brains Trust ( which is you, me and anybody else you think is pretty smart) get together for a massive latte and lemon tart session.

Sparks might fly, somebody may even bring out a unicorn helmet if the ideas are just too painfully beautiful to be real. The most important thing is that we take that next step though and ride the magic carpet of content marketing ideation together.

Six ways to sweat your content marketing assets

Six ways to sweat your content marketing assets