Today, we have Brian Honigman from Honigman Media joining the group. His company is a content marketing consultancy that provides strategy on content creation and content distribution. You can find his articles over at The Wall Street Journal, Forbes, World Economic Forum and others. Brian is also a speaker on the topic–helping his audience create actionable strategies for more effective content marketing and social media. And–for those of us who are Twitter chat fans–you can hang out with Brian each month on his #InsiderChat.
#InsiderChat Twitter Chat
- Last Wednesday of the month
- 1:00-2:00pm Eastern Time
What you should know about Content Marketing
- Putting out a blog post or social media post will deliver immediate results
- Blogging for two months will grow your sales
We live in the now culture. With text messages and television on-demand, we expect everything to happen quickly.
The truth is, it takes time for content marketing to work.
- This is a long term investment
- There has to be a strategy in place
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Content Marketing Dos
- Take the time to write down the different steps you need to take and create a plan to help you reach your goals while keeping focused
- Understand the purpose of the content you are creating and how you’re going to be able to drive results with it. What ways are you going to promote it? How is your sales team going to use it?
- Understand how to distribute your content
- Use a balanced approach–Split your time into Distribution and Creation (60/40 in the beginning and work to 50/50). Instead of creating three articles a week, try creating one article and use the time you would have spent creating the other two to promote the one article.
Medium, LinkedIn and other publishing channels
Writing for Medium, LinkedIn and other online publications is a great way to get exposure to new audiences.
- Take a mixed approach–republish content from your website on these sites and create occasional original pieces for these other channels
- Reserve most of the original content for your website
- Avoid search engine issues
- Include text in the article like, “This article originally appeared on your website link.”
- Whenever possible, use canonical tags
Often it’s difficult to devote the time, money and resources to produce as many pieces of quality content that we like. Taking a piece of content and modifying it to work in different formats is a great way to get extra mileage out of it.
- Create a content hub with two or three types of content. Use that to create smaller pieces of content. Example: A company may create a new white paper each month. Pull a piece of information out of the white paper, add and intro and outro or different angle and make it a blog post to further promote that larger piece of content.
- Create smaller Tweets or Facebook posts from white papers or blog posts
- Use Slideshare or infographics to create visual summaries of existing content
- Create videos or audio versions to accompany content. These will be published on their own platform like YouTube, Soundcloud or iTunes.
Use content as a way to continually engage friends, clients and potential connections. Building your network is also a great way to get more visibility–just make sure others in your network get value out of being connected to you.
During the episode I mentioned one of my pet peeves about people not using Twitter in the way I feel it should be used. Since this recording, Twitter has given users the ability to accept Direct Messages from people they do not follow. Still … just say no to auto DM’s and @ replies. Make a personal connection with your followers.
Quick Advice Questions with Brian
Q: If you had to choose three social media platforms, which would you choose?
A: LinkedIn, Twitter, Facebook
Q: What is your favorite time-saving tool that you wouldn’t want to live without?
Q: What book would your recommend every busy marketer read?
A: Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It by Dorie Clark
- Google Inbox
- Brian’s interview with Dorie Clark: Building a Reputation in Your Industry Beyond the Brand of Your Employer
Connect with Brian
I’d love to hear what you thought of this episode and what YOU are doing with your Digital Marketing Strategy. Leave a comment below to keep the conversation going!