SmallBusinessNewz.com (Enable Images to Fully Enjoy) Do not fail! Read SmallBusinessNewz.
Newsletter Archive | Article Archive | Submit Article | Advertising Information | About Us | Contact

Become a Partner!

Andrew Schulkind

Creating great content for content marketing: don't overthink it

Thursday, April 10, 2014

Frequently, we hear our clients worry about how to keep a steady stream of content flowing. Many of them don't realize that they're making more of the problem than they have to.

You certainly have to devote some of your (probably too-scarce) marketing resources to content creation. You have to develop a strategy regarding the kind of content you'll create and how you'll distribute and promote it, but you don't have to re-invent the wheel when it comes to actually generating the content.

A colleague recently shared something a college professor had told him years before on the subject of journalism. In a nutshell, she said, "You don't break news. You add value to the story that's already out there."

This is a valuable perspective for content marketers. Think about it this way: your average, ethical journalist doesn't go around lighting buildings on fire in order to have something to write about. Journalists don't invent stories. They follow them, investigate them, and occasionally uncover information that wasn't readily available or apparent.

Forget about inventing stories - ethically or otherwise - in order to have something to write about.

One of my most successful articles recently, in terms of engagement and social sharing, was a commentary on someone else's original idea. I didn't invent the original concept; I simply added perspective and, I hope, insight, in ways that were useful to my audience.

You can also forget about being an investigative reporter. Even the Wall Street Journal, New York Times and other major news outlets are struggling with the economics of that model. Instead focus on being the kind of editorialist who presents a complex topic to an audience in ways that highlight the aspects of the issue that are most relevant to the audience.

Be sure to keep that audience in mind.

Click here to continue this article

Comments


» Comment on this article

About the Author:
Andrew is a veteran Web developer specializing and digital communication strategist. Since founding Andigo New Media in 1996, he and the Andigo team have helped clients build interactive sales and marketing tools, illustrate complex business processes for internal and external audiences, and create engaging and effective training modules and educational applications.
smallbusinessnewz Front Page
Home Business Management Marketing Money Legal Technology
2 comments
Blogging, microblogging, media, social media or… Which for your business?
There's no simple answer.
1 comment
How Small Businesses Could Leverage the Digital Newsroom Idea
The concept of Digital Newsrooms is catching on.
Growing Social and 10 Social Media Tips to Help Build Your Brand Loyalty
Share pointers to your social streams
10 Powerful ways to get people talking about your business
Inspire people to spread the word about you
1 comment
Strategic Approaches to Social Media Marketing
Strategy before tactics vs. Tactics
3 comments
Google to Release New and “Softer” Panda Update for Small Businesses Soon!
Google Is Planning to Help Small Businesses
Google, Panda
1 comment
5 Ways Business Owners Can Optimize Their Ads for Mobile
Adopting Just One is Better Than No Mobile Strategy at All
advertising, business
Do You Really Need To Kiss Up To Clients?
Most Of Us Have Been Guilty At One Point Or Another
client, Management
How Much Transparency Is Too Much?
This Is One Of The Greatest Challenges That Small Business Face
Autonomy, Consensus
The Second Screen: What It Means For Small Business Marketers
Use Innovation To Catch Your Customer's Attention
marketing, mobile
Visit the SmallbBusinessNewz Directory
Do you have a business site?
Submit your business related site FREE!
Accounting
Book Keeping, Training...

Advertising
PPC, Print, Banner...

Brick and Mortar
Stores, Offices...
eCommerce
Carts, Web Design...

Education
Schools, Classes...

Financial
Taxes, Payroll...
» Submit your site «

Get listed for free in the unofficial Twitter Directory!

Newsletter Archive | Article Archive | Submit Article | Advertising Information | About Us | Contact
Small Business Newz is an iEntry, Inc. ® publication - 1998-2014 All Rights Reserved Privacy Policy and Legal


All Rights Reserved. Terms under which this service is provided to you. Read our privacy policy. Contact us.

WebProWorld.com Jayde.com