Another week of recording for Ready, Set, Podcast, and another week of publishing chock-fill of content marketing ideas.
Last week we spoke with Cendrine and Anton, who both shed some light on content marketing must-haves.
Things like brand personas and content curation tools.
I’ll share my insider insights with you below, as well as list the full episode for a longer listen and deeper dive.
Ep. 9 Cendrine Marrouat Says Real Content Marketers Curate!
Cendrine laid the groundwork for an often-asked question: “Should marketers use OPC (other people’s content) when filling their streams?”
Her short answer: YES.
But first, let’s define content curation in Cendrine’s words for those who may be unfamiliar with the topic.
Content Curation: “Finding the best and most relevant content for your audience.”
Let’s say you’re a small makeup shop. For you, that means sharing your own content, but also sharing the latest tips on makeup trends and tutorials from other trusted brands.
Content Curation Requires Context
Cendrine also gave this s0-important-but-often-forgotten tip on context in content marketing.
Hubspot gives a superb example of context by comparing content marketing to a spelling bee …
If a judge asks you to spell the word “pour,” you will likely ask for the word to be used in a sentence to understand which “pour” we’re talking about.
The context defines we’re talking about “pour” — not “pore” or “poor.”
(I see lots of brands using peak, peek, and pique interchangeably – or WRONG – and that’s NOT good context.)
Be sure your content has plenty of context for your readers!
Cendrine also left us with copious amounts of content curation tools, which I’ve listed below:
Ep. 10 Anton Rius Asks If Your Content Caters To Anyone
I LOVE this idea.
When you’re writing that piece of content, blog, post, or social media update, are you picturing someone specific?
You should be!
Anton’s suggestion is to consider building a brand persona for your particular audience(s).[More on branding & brand personas here]
Here are Anton’s tips for building your own brand personas:
- VALUE: Know what your audience perceives as valuable
- DESIRE: Know what your audience wants, what pain points you can solve
- WHAT’S AT STAKE: Know what your audience will lose if they don’t solve their pain points
- KNOWLEDGE: What does your audience already know? How can you expand on that?
As for metrics that matter when dealing with how your audience is responding to your content, Anton suggests that you look at:
- Google Analytics
- Look at each page’s info
- Your FAQ page — is it successful?
- What pages your readers are landing on
- What pages your readers spend the most time on
- What’s your bounce rate?
How To Get More From Your Content
I think the biggest takeaway from these two episodes is to know who your targeting.
Beyond that, it takes tools, testing, and metrics to really dig deep into not only WHO you’re marketing to, but what they WANT from you.
Shocker: Most of the time it’s not what you think they want (or what YOU want to give).
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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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