Content marketing is all the rage at the moment. It seems that the “content is king” saying is flavor of the month – again. It’s almost as if this is a new revelation. It’s not.
Creating unique, valuable, relevant and interesting content has always been the holy grail of any website promotion campaign. Not just any content. It must have all the aforementioned attributes, and that’s what makes it challenging. You can’t copy it from someone else. It can’t be written by a copywriter who doesn’t understand the subject matter. You actually have to sit down, exercise your brain cells and produce something original.
Most people find producing original content from scratch very challenging. For this reason, procrastination often sets in, and you end up avoiding writing and do something easier. There are too many unanswered questions. What should you write about? What will make you appear knowledgeable about a subject? What will get the most readers?
So here are some ideas that may help, and some rules to stick to. After all, remember that any content marketing strategy is ongoing – it doesn’t have an end date, and it’s never finished.
1. Write about what you know best. This one should be pretty obvious. If you want to be credible and to be taken seriously, you’d better know your stuff.
2. The stuff that will make you appear knowledgeable on a subject is the stuff that you really are knowledgeable about, so don’t try and muddle through on subjects you’re not well versed on. If you’re weak on a subject, it’ll show, so avoid it. Stick with what you know best.
3. Don’t plagiarize – be original. If you copy and paste others’ work, you’ll get found out by search engines and your efforts will be diluted. You may also get found out by the original author. Just don’t do it.
4. Write “in your own voice”. Have character. Be yourself. Radio presenters call it a persona. We all have one, so use yours. Write things as you might speak them. Use your personal phraseology. Just make sure you don’t keep writing “y’know” or “absolutely”.
5. Make a list of what you know well. These are the things that you can credibly write about well. Stick to items on this list. If you need to write on other subjects, either find someone who understands that subject matter well, or read widely. Don’t start writing about the subject until you fell knowledgeable about it.
6. Once you have your list, match it against the areas for which you need content. If you need content on link-building strategies, for example, make sure this is on your list of areas of expertise before you consider writing about it. Take this revised list of areas that match your expertise to your content requirements, and break them down into small elements. So for link building strategies, you might have such items as competitor research, target page identification, link bait creation, and so on.
7. Put this list into some sort of order, such as the order in which the tasks would be performed. You have your final list.
This method leaves you with a list of articles that you can write about as a credible expert in your field. It gives you the order in which to write them and as soon as one’s finished, there’s no procrastinating about what comes next. When you need the next piece of quality content, you simply look at the next item on your list, knowing that you are an authority on the subject and will have no problems writing great content. Now isn’t that a relief?
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