Content Creation Best Practices
There are there three types of content to draw upon for Social Media Marketing and Content Marketing:
1) Create original useful information
2) Aggregate existing news worthy information
3) Curate other authors content
Creating Original Content
We can’t overestimate the value of original informative content. Creating it requires a firm grasp of the ideal customer, the customer buying cycle characteristics and the acknowledgement that, as a marketer, you are not in control. The customer is. All of your existing marketing materials, white papers and case studies should be repurposed both for your website and your social media. New content may need to be created to fill any voids. Today’s marketing content focus is toward building a relationship based on shared interests and values. This sharing of interests and values is a new way of looking at the customer relationship.
The following tactics minimize the struggle to create relevantly, actionable content. These are an acceptable part of content marketing strategy when they are done right and have high relevance.
1) In all cases do not reproduce a story in it entirety. Just publish abstracts.
2) Include the author and publisher and a link to the full article.
3) Use many resources.
4) Make sure the content relevant to your target audience.
Creating Aggregated Content
An example of aggregated content would be Google News, which pulls articles from many news sources like MSNBC, WSJ or the NewYork Times. Your company can become a go-to resource for the latest important industry news because you have saved your audience the time of doing it themselves. Don’t re-post full articles. Just take a small portion of the article both for fair use consideration and so you don’t get flagged by Google as having duplicate content.
Creating Curated Content
Content Curation is similar to aggregated content, but you add your editorial commentary, perspective or excerpt. Retitle the article and link to it. Curating relevant high-quality content based on the interests of your audience can increase the value of your blog and position you as a thought leader.