Page 102 - Duct Tape Marketing

Produce Marketing Content That Educates

If I’ve expanded your view of content creation and amplification
as the social media ROI creator, perhaps it would be helpful to explore
some ways to get this done.

Write Content Worth Reading
Of course, this is the toughest because it requires the most work,

and perhaps the most talent. But, this is also the best way to build a
foundation on which every aspect of your marketing online and offline
can lean. Remember that a great blog post can usually be turned into
a great article for the local business publication. A series of related blog
posts can become a killer handout for your next “lunch and learn”
presentation.

Great content you author is also the underpinning of your SEO
efforts. Taking the time to craft articles with link baiting in mind can be
enough to rank your Web site far ahead of your competitors, and links
back to your site are a crucial component in search engine rankings.

Link-worthy content is rarely brilliant prose offering sparkling
commentary. (Hey, if you can do that on a routine basis, go for it.)
Some of the best business content is text that tells people how to do
something they want to do or a list of tools or sites that tell them
how to do something. (Search Top 10 on a bookmarking site like
Delicious.com and you’ll see what I mean.)

Another way to create relevant and link-worthy content on your
own is by monitoring news stories coming out of your industry. Look
for ways to create editorial stances on the news you find—even better
if your stance is counter to the prevailing thoughts on the issue.

Point to Content Worth Reading
You know the friend of yours who knows the best places to eat,

shop, and hang out—what’s new and what’s now? He or she is your
go-to person when you need to know.

Sharing other people’s content is a bit like this. Knowing where to

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