Excerpted from article:
"It’s not enough to simply be creating content—to be publishing blogs and newsletters, and producing webinars and podcasts. Instead, brands have to be consistently creating and sharing really great stuff—not just stuff that’s merely good enough.
In content marketing these days, either you rock or you suck. This new era isn’t about storytelling; it’s about telling a true story well.
Such content creators will convey your company’s true story in a compelling way by uncovering the stories about your brand and how your customers are using your products and services; narrating them in a human, accessible way; and sparking conversation about your company, customers, or employees.
In other words, brand journalists bring a reporter’s sensibility to your content. They bring an editorial approach to building a brand.
Companies can’t adopt the “everyone is a publisher” mantra without a broader awareness of what it means to use content to build an audience, and they can’t cherry-pick the most “fun” parts of being a publisher and discard time-honored editorial processes. Here are some guidelines:
1. Tell the truth...
2. Use data...
3. Cite sources...
4. Seek out the best sources...
5. Check your spelling...
6. Root out opposing viewpoints...
7. Be aware of hidden agendas...
8. Edit...
9. Keep things simple...
10. Think visually...
The best content has a human element to it. Why? Because your readers are people, which means they will relate better to your story if you relate it to them on their level. Even if you sell something inherently boring like technology or toasters, focus on how your products or services touch people’s lives...."
Read full original article here:
http://www.convinceandconvert.com/social-media-strategy/10-content-marketing-must-dos-for-brands/
Via
Giuseppe Mauriello,
Gerrit Bes
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