Content Strategy This Week: Editors, Analytics, & Data-Driven Content
So much to read – such little time to read it in. Here, for your reference, are three recent posts on content marketing tactics and strategy culled from the raftload of such pieces that passed through my screen last week. Indeed, the JD Supra team shares a lot of this type of writing internally all the time. I’ve decided to try something new and share a “best of” shortlist with you, putting one or two takeaways front and center, should it help your own efforts. Let me know!
(Regarding my last pick on curating data: some of you might find the observation obvious; I’ve seen great data-driven content from many law firms covering everything from biotech to venture capital. But I think it worth reminding all of you. Professional service firms are, in my estimation, uniquely positioned to use data as they establish authority and expertise in the industries/sectors in which they practice. We don’t see it often enough.)
1. You need editors, not brand managers
“I think that [content that builds trust is] human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.
…There are two kinds of native content: There’s content I want to read and content I don’t. If you’re putting content I don’t [want to read] in front of me, it doesn’t really matter how much you got paid for it—I’m probably not happy.”
[From: ‘You Need Editors, Not Brand Managers’: Marketing Legend Seth Godin on the Future of Branded Content – by Joe Lazauskas at Contently]
2. Use analytics to get into the heads of your visitors and find topics they care about most
“Marketing is a test of empathy. The better you are at getting into the heads and hearts of your audience, the more successful you’ll be. And the first test of empathy is finding the topic. Luckily, it doesn’t have to be a shot in the dark…”
[From: 3 Google Analytics Reports to Help You Find Blog Post Ideas Your Readers Will Love – by Andy Crestodina at Unbounce]
3. Create data-driven content…
“Carefully researched and credible data gives a blog post clout. Whether it’s data from another company (yes, really) or already in the public domain, data curation can mean content creation – brand new content that drives your key performance indicators and delivers real results.”
[From: How to Curate Data Into Great Content – by Britt Klontz at Content Marketing Institute]
Stay tuned for more good reads next week.
A bonus track: How BuzzFeed, R29, and Other Top Publishers Optimize Their Headlines and Images – by Amanda Walgrove at Contently.
[Adrian Lurssen is co-founder and VP of Strategic Development at JD Supra – connect with him on Twitter or LinkedIn.]
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