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How to be a successful Content Marketer?

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Page 1: How to be a successful Content Marketer?

Art and technology are two crucial components of change on our planet. Both may work well in isolation, but never as strong as when they’re put together. Limit-less is a union of both these powerful forces and be-lieves in using their combined energies for the greater good. This allows us to create with velocity, empathy and greater interactivity

THE BEST AGENCY FOR YOU

Discover how you

can improve

your

marketing strategy The 7 Traits of

Successful Content Marketers

Page 2: How to be a successful Content Marketer?

DESIRE”“Whatever the mind can conceive and believe it can achieve.”YYou can talk about all the things good content marketers should do to attract and retain customers – content strategy, content documentation, content integration, etc., but desire is numero uno. Every-where I travel I hear the objection – most marketers simply do not have the desire to be THE informa-tional resource for their customers and prospects – they don’t want it enough. They talk of content mar-keting as a chore … as a checklist of things to be done during the day, not as a core service to custom-ers necessary for the company’s survival.

Look, you are competing not only with your competitors, but also with the media, Google, Game of Thrones, and every other distraction in your customers’ lives. To be THE go-to resource for them, you have to want it more than anything or anyone else. This is never easy, but it is much easier for smaller businesses headed by passionate people. Simply put, there is little to no politics to deal with, and a change agent can push through and make change happen.

In laIn larger enterprises, there must be a content marketing champion who has the real desire to be the best and be given enough latitude to experiment and possibly even fail multiple times. Most large com-panies aren’t willing to do this, which is why smaller businesses have the ultimate opportunity when it comes to content marketing.

Page 3: How to be a successful Content Marketer?

faith”“Faith is the ‘eternal elixir’ which gives life, power, and action to the impulse of thought!”Wanting it is one thing, but actually believing you can be THE informational expert for your industry is another. When we started Content Marketing Institute, we firmly believed that we would be the informa-tional resource for our industry. It was unquestioned. It was only a matter of time, energy, and persis-tence.

Rarely do you see this kind of faith with non-media companies. Corporate brands should take a page from media companies in this respect. When I worked at Penton Media (a large B2B media company) and would meet with the chief editors for our brands, they believed without question that their brand was the leading provider of information in the space. It was a non-issue … it just was. That is exactly the kind of faith you need to be the expert in your field.

Page 4: How to be a successful Content Marketer?

Specialized Knowledge”“General knowledge, no matter how great in quantity or variety it may be, is of but little use …”One of the biggest failures when it comes to content is a lack of specialization. I see HVAC companies blogging about the town festival. I see manufacturing companies creating articles on best HR practic-es. It hurts to see this.

To be the expert in your industry, you must first define your customers’ pain points and the niche indus-try you will cover that will make a difference in your business and in your customers’ lives. Get laser-fo-cused. Think of yourself as the trade magazine for your industry. Cover that. Be the expert in that area. If you are a large enterprise, you will need separate content strategies for separate audiences, not one broad initiative that makes no impact on anybody.

Remember, if your content is for everybody, it’s for nobody.

Page 5: How to be a successful Content Marketer?

IMAGINATION”“It has been said that man can create anything which he can imagine.”As Mr. Hill says, ideas are the products of the imagination. For content marketing to work, you need to embrace being an idea factory, not a content factory. Just as news organizations cover the news of the day, you need to cover the news as it relates to your industry. Take the content you have and think crea-tively about storytelling concepts – visual, textual, and audio – in new and compelling ways.

The best way I’ve seen this work for brands is to do something creative and new at least once a quarter. Robert Rose calls this a “pillar” piece of content – something that makes a major impact on the indus-try and stands the test of time. That could be a book, an infographic, a documentary, etc., that works in conjunction with the regular content you produce (blog, e-newsletter, podcast, etc.).

Page 6: How to be a successful Content Marketer?

ORGANISED PLANNING”“Align yourself with a group of as many people as you may need for the creation and carrying out of your plan …”

Should you use employees for your content creation efforts? Yes

Should you use customers for your content creation efforts? Yes

Should you use outside freelancers and partners for your content creation efforts? Yes

FFolks, there is no one way to be the leading content expert for your industry. That said, if you have the opportunity to apply resources from a number of areas, internal and external, do it. Brands doing it right have a chief content officer (leads the content strategy), a managing editor (oversees the process), con-tent creators (internal and external), content producers, and content listeners.

Right noRight now, we are in the midst of a marketing department revolution, where the marketing department is starting to look and feel more like a publishing operation. As a marketer, you need to not only recog-nize this trend, but also begin to operationalize your storytelling for the future, including developing a business model that drives direct revenues from the content you create.

Page 7: How to be a successful Content Marketer?

DECISION”“Procrastination, the opposite of decision, is a common enemy which must be conquered.”In the book, Mr. Hill profiled hundreds of the most successful people in the world. Every one of them had the habit of reaching decisions promptly, and of changing these decisions slowly, if and when they were changed. Unsuccessful people, the book says, have a habit, without exception, of reaching deci-sions very slowly, if at all, and of changing these decisions quickly and often.

Reaching decisions promptly and changing them slowly if at all is the type of mentality you need to bring to your content marketing approach.

Page 8: How to be a successful Content Marketer?

PERSISTENCE”“Will-power and desire, when properly combined, make an irresistible pair.”Without a doubt, the biggest reason why a content program does not succeed is because it stops. I’ve seen brand after brand start a blog or an e-newsletter or a video series or a podcast series and stop after just months. Content marketing is a war of attrition. It’s a process. Success does not happen over-night.

Page 9: How to be a successful Content Marketer?

MELVIN JACOBCREATIVE DIRECTOR

K KISHOREBUSINESS DIRECTOR

VIKAS JHAFOUNDER

Art and technology are two crucial components of change on our planet. Both may work well in isolation, but never as strong as when they’re put together. Limitless is a union of both these powerful forces and believes in using their com-bined energies for the greater good. This allows us to create with velocity, empathy and greater interactivity.

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Though diverse in backgrounds, we unite in our love for craft. That's why in a short span of 6 months, our work has been covered by BuzzFeed, ScoopWhoop, Logical Indian, StoryPick, India Times, Times of India, The Independent (UK), The DailyMail (UK), Bored Panda, Design Taxi, Brand Synario, Hindustan Times and Televisio de Catalunya’s Channel 33 (Spain).

CRAFT IS LIMITLESS

Limitless houses an eclectic team of writers, art directors,creative directors, film-makers, technologists and businessstrategists. Our collective experience delivers fine-cut view-points via long-form writing, graphic design, filmmaking and more - a classic example of function over form.

TALENT IS LIMITLESS

Brand communication in the Limitless realm is no longer hard sell, but an engaging mix of information, news and entertainment - something that the audience actually looks forward to. Limitless does this by being formless and being able to provide creative solutions for any given situation - truly cross platform.

IDEAS ARE LIMITLESS

Traditional forms of connecting with audiences are fast fading away. Audiences today are web-savvy and consum-ing digital media natively They want to stay connected with what’s hapening faster, and want to engage just as fast.

Brand communication can no onger be a one way street or a seasonal burst - audience engagement is a 24/7 process.

ENGAGEMENT IS LIMITLESS

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