I thought content marketing would be as easy as surfing the net
Despite the apparent simplicity of blogging for a corporate client,the day-to-day activity of an in-house blogger is quite fierce when itcomes to working alongside the client. What I mean is, I thought I’d beworking from home more.
Also Read: What is Content Marketing? How to Create a Content Marketing Strategy?
So I thought I’d compile a simple list of helpful tips if you wereplanning on doing (or paying to have done), Inbound advertising with aneye towards content marketing through corporate blogs.
In a simple world, content marketing could entirely be done over theInternet, without the face-to-face contact of regular business. Andperhaps in the future, that’s the way it could be. Certainly, OnlineLivingblogcould profit from being able to do its content marketing magic aroundthe globe, rather than being rooted in the GTA as it is.
To do content marketing right, you have to know your client
As I’ve learned, a properly managed inbound, content marketingstrategy, with a keen eye towards Google-hungry content, can’t be donesimply over email. Take my own job at OnlineLivingBlog as a content marketingspecialist for example. (And I didn’t put on the “specialist” at the end of that – but I’m stuck with it, nonetheless.)
The main issue with a mid-level-sized company is that so much work is being done on the front lines of its business. The client for whom I write blogs are incredibly busy! Their priority is with theirclients and building strong relationships with them (a tactic I’mlearning is key to my profession as a blogger, as well).
Being in constant, personal contact with their clients is a greatsales technique. So it takes perseverance to keep the idea of acorporate blog at the forefront of their interests. Since contentmarketing, SEO-driven blog writing and inbound marketing are relativelynew ideas, it’s not yet well-known how effective it can be in creatingbrand awareness, Internet Search visibility and ultimately, in terms ofgenerating leads and income.
I figured that emailing and such were simple ways to keep organizedand on top of communication. But, what actually happened to me wassomething else.
When content marketing meets a deadline
Blogs need approval from two different sources. The topics as wellhave to go through scrutiny and approval before they can be written.Tweets as well have to be approved. Some blogs get ignored because thematerial is too vague.
Where’s my blog? I ask
Some blogs get “tabled”, as in, they’re fine, but not for now. So Ihave to come up with something new, pretty fast. Even as I write this,I’m in the midst of writing / re-writing 6 different blogs across 4different niche markets.
All of which are due tomorrow. I’m procrastinating now, obviously, so bear with me.
But fear not, corporate blogger. Because there’s a corporate systemof checks and balances in place, your blog will eventually get approved. It just takes time. But this is what is so essential about being“in-house”: You are privy to the way that they conduct business. You can see what niche markets take priority. You can tell where the maininterests lie and who is most devoted to your cause. You’re anadvertiser, after all. So you should figure out what they want toadvertise.
All of this gets personal. And it should be. Just like Ad companiesthat sift through the data of a large corporate entity, we all know that sometimes the most significant piece of advertising can come from aninsignificant source.
But seriously, where’s my blog?
The bottom line is that blogging isn’t as easy as I’d expected it tobe. But I’ve come to realize a few key pieces of learning that I followday-to-day:
- Never assume clients approve your blogs after you’ve submitted them
- It’s best to write ahead, so you’re not behind
- Don’t assume clients are primarily concerned with your blogs
- Clients can’t avoid you when you’re there. So be there
- My best writing comes from personal interactions
- Things happen quickly in an office; less so through email
- Do your research. Read other blogs/Internet chatter
- It will give you ideas for blog content
- It will show the client you’re committed to the subject
- You may impress with your knowledge
- Write your Tweets along with the blog (trust me; it saves time)
- Don’t play Minecraft. Because your day will disappear
So as much as I’d love OnlineLivingBlog to branch out to those interested leads in California, I can see how to do content marketing properly, it’simpossible. Not because the technology isn’t there yet. Certainlybetween emails and Skype, you would think that everything could bepossible. And of course, there are other forms of business that profitimmensely from the technologies of email and Internet marketing.
There’s just one caveat to the whole technology system: people.
Clients are people — but they make content marketing personal
In the end, people are prone to care more about face-to-faceinteraction than through email. Whatever the reason you can make up,people will only reveal themselves in person.
The Internet is fine if you’re purchasing something tangible. It’salso great for venting and sending feedback to a company. It’s perfectfor learning and communicating knowledge of your company’s brand. It’sideal for offering new products and giveaways.
But when it comes to getting a personal story (something intangible) from a client, it’s unlikely to happen over the WWW. If the Inboundapproach is to work, the content marketing “specialists” are going tohave to write blogs that matter, have worth, are personal, are warm, are relevant, are human.
People are unlikely to buy a car or a home over the Internet (justyet). And that’s because some purchases are personal. You have to feelgood with the thing you’ve purchased. Proper content marketing portraysthe same conundrum. It shouldn’t be a technique or an algorhythm. Itshouldn’t be a title or keyword phrase that you can farm out for 5 cents a word, anywhere around the world.
Also Read: 50 Unbeatable Ecommerce Marketing Strategies For Small Business
Good content marketing is personal
And you can be sure that someday, Google will have an analytical tool that can “feel” the personal side of blogs.
So farming blogs for 5 cents a word may be fine for you now, butauthentic content is worth more. It adds value in intangible ways thatcan be felt now, and as well, it will be felt for as long as theInternet chooses to live.
What do you think about this approach of content marketing?