Content Marketing_Workbook_v2.0 PT2.pdf

9 find niches and sub cultures appealing to groups of

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9. Find niches and sub-cultures. Appealing to groups of people with common interests can be a great way to increase exposure for your brand. Sub- culture tend to be highly engaged and brand loyal. 10. Investigate the origins of topics. Stories about how something began (e.g. Google starting in a garage) can be exciting and engaging to your audience, particularly if shown in a timeline format. 11. Describe the before and after state. Demonstrate to potential customers how they will achieve the ‘after state’, that is, what they will have, feel, experience or be once they have purchased the product, and compare this to the ‘before state’.
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167 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 12. Provide a reason to share the content. Inspire people to act by appealing to their emotions. If people care about something enough they will be compelled to share your content. Ask yourself you content will help your audience better express themselves. Blog Articles A blog article is written content that is typically published to your blog, or publishing directly to social media sites, such as LinkedIn or Medium. Blogging allows you to showcase your industry expertise and drive quality traffic to your site. Blogging is free for your business when done internally, only costing additional money if the writing is outsourced to a third-party, or additional features and customisation tools are purchased. While other forms of content may take several days or weeks to create, blogs can be created in just a few hours. If comments are activated on your organisation’s blogging platform, responses to the questions, viewpoints or thoughts can be received, helping you to connect with your customers. Though blog posts differ in subject matter, authorship, length and content, there are some characteristics that every successful blog article should possess: f Be helpful and offer valuable advice that users search f Be interesting and engaging, establishing your own professional voice, tone and unique style f Maintain a consistent level of quality that keeps the reader engaged and ensures that your blog ranks highly on search engines f Ensure that each blog article is comprehensive and highlights the relevant information on the topic it covers f Format with bullets, headers, and lists that make each post easy to read f Make the blog article visually-appealing for readers, integrating images, graphs or charts where appropriate f Prior to publishing, check for errors and incorrect facts The Xero Blog is a great example of expertly written blog articles. Their blog is packed full of relevant, topical content on a variety of subjects – from small business to tech to Xero news. The blog is easy to navigate, and formatted in a way that is both visually appealing and logical in terms of its reading layout. Bold banner images across the top of landing pages and attention-grabbing headlines
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168 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0
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