Content Creation Best Practices
There are three types of content to draw upon for Social Media Marketing and Content Marketing:
1) Create original, useful information
2) Aggregate existing newsworthy 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 acknowledgment 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 focuses on building relationships 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 relevant, 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 its 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 is 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 New York 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.
For an example of curated content, see my article How Will You Tell Your Story which uses an infographic to describe eight business models. The original art is Creative Commons licensed, which means it is shareable.