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07/06/2015

The Three Cs of Content Marketing

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If you have an online business or blog, you know that good content can be tough to produce. The We Can Write That blog is a case in point. We're so busy writing content for customers, we let the blog slide far too often. And we're a writing site! So I can only imagine how hard it is for someone without a writing background to keep the content coming while juggling everything else that goes along with running a business. You may ultimately want to outsource your content writing, but in the meantime, you can keep in mind the three Cs of quality content, summarized here from PR Newswire.

Credible. Your content should be authoritative, showing that you're an industry expert, with the skills, experience, and facts to back up what you're saying. Content creation is ultimately about making sales, but you want to avoid being too "sales-y." Instead, show your customers that you're knowledgable about the product and its context. For example, if you're a nutritionist, your content should not be strictly about persuading your readers to become clients. Focus on thoughtful content that is based in research, which shows why you can be trusted, which will in turn convince readers that your services are worth trying.

Compelling. Compelling content demonstrates an understanding not just of your product, but of your customers. You want to show that you understand your buyers' needs and are ready to respond to them. Who are your customers, and what content formats would work best for them? You may find yourself needing a range of formats to accommodate different demographics. These formats might include blog posts, newsletters, white papers, infographics, videos, or listicles.

Consistent. Here's where a lot of content marketing falls short, since consistent content production is almost a full-time job in and of itself. You can have a well-designed, user-friendly website that checks off all the boxes, but you still need to keep that content coming consistently. For our nutritionist, a good strategy would be to do a series on the dangers of sugar, for example. That will give you several blog posts that may cover a few weeks, depending on how often you post. At the same time, don't limit yourself to focusing only on that one topic through the weeks of the series. You can also feature a client success story, or post a food challenge on social media, create a page on your site for suggested reading, or include a food survey in your newsletter. The idea is to approach a variety of topics in a variety of ways, to keep your readers engaged and informed.

The amount of content you generate will depend on your business and your goals. Ultimately, the most important thing to remember is that content is for the customer. Discover what your buyers will find compelling, make it credible, and deliver it consistently.

Posted by: ADMIN

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