As content marketers wrap up 2022 and start prepping for next year, this wisdom from Jay Acunzo is something we all needed to be reminded of from time to time:
“The goal isn't to ‘get in front of’ others. The goal is ensure they care. Don’t make some content. Make a difference. Don’t market more. Matter more.”
There’s a sweet spot when it comes to writing content briefs:
Include too much and you’ve killed creativity and should just write it yourself.
Include too little and you’ve left the door open to get what you didn’t need and won’t work for your goals.
Diana Briceño explains how to be “unequivocally clear” and shares what she includes in her briefs here.
“[Content marketing] gets seen as a tactic (something we check off our to-do list) and not a strategy (something that drives business growth). Shift the mindset from tactic to strategy…”
Does your content marketing feel a lot like checking off a to-do list? In his LinkedIn post, Winston A. Henderson challenges marketers to stop thinking this way and lists 8 ways to align content strategy to business goals.
Kerry Campion’s publishing a mini-series about hiring writers over on LinkedIn and this post hit home.
There are pieces of content marketing that you are responsible for when you hire a writer:
Some bits can be transferred during a ramp up period, but you’re not going to get the content you’re hoping for if you don’t do your part, or pay for more than writing with the understanding that you’ll still have to be available and contribute.
Psst! If you’re looking to fill in the missing pieces of your content marketing team, I know of a great place to start.
A mix of content marketing and brand journalism helped Parabol reach 150k monthly pageviews. This Animalz article by Tim Metz explains how the approach they took merges the most effective bits of content marketing and brand journalism.
I’ve always seen this as layering immersion journalism (truly diving into a niche and reporting on it from that deep vantage point) on top of the practice of content marketing (trust-building to drive interest and conversions). What do you think? Does the new name work?
He also recommends using podcast research in some additional ways, a few of which could be applied to inform your content strategy:
“✔️ Listen to a conversation featuring a decision-maker at one of your key accounts
✔️ Pinpoint key phrases & learn how your ideal customers explain their challenges”
Additionally, he mentions that a podcast search could help you identify industry experts to interview for your own podcast as well as finding supporting quotes for content you’re creating.
Psst: I took a minute to test out Listen Notes and was reminded of some fun conversations I’ve had in recent years.
Building a podcast (or any content series, really) with the goal of generating/directly impacting revenue can be tough, and the reality is it’s easy to get “stuck.”
Lindsay identifies 5 stages of growth and explains how to get “unstuck” at each stage.
Customer involvement in your content has the potential to be powerful, authentic, and credible. However, Sara Stella Lattanzio explains that this means you need to go beyond simply creating case studies.
In a recent LinkedIn post, Andy Raskin explains why Strategic Narrative isn’t exactly the same as Challenger Sale.
In short, strategic narrative shifts from a problem/solution frame to a story that invites your audience to “come join this new world.”