Creating Killer Content: The 5 5 5

Welcome to The World Map of Content Marketing. We've covered what content marketing iswhy it's important, and how to create your content marketing plan. 

Now that we have that out of the way, you have some content to make. This guide has 5 tips on creating the top 5 types of content with 5 ways to make them work together for even better results. 

Let's hit it. 

The World Map of Content Marketing: Creating Killer Content

 

Creating Killer Content: The 5 5 5

Here are 5 tips on creating the top 5 types of content and 5 ways to cross-promote it all. 

 

Blogs

Blogs are one of the most common types of content produced because they are great at getting traffic, boosting your site's visibility on Google, and people trust them. 

Tip 1: Topic thunder

If you're unfamiliar with longtail keywords, read up. Choosing a good topic will depend on search volume and competition for that phrase. Once you have your topic, keep your post laser-focused on it.

Tip 2: It's not all about you

People read blogs that they find value in. Not blogs that you find value in. Good blogs educate the reader. Great blogs educate and entertain. 

Tip 2: Images matter

Find a good image or two. If you don't have one, buy one. Posts with good, relevant, interesting images get much higher open and conversion rates. 

Tip 3: Do one thing really well

There are a million blogs out there. If you're going to get people to click and read your blog, you need to do one thing better than the competition. Better images, more info, more entertaining... Pick one (or more) and nail it.

Tip 4: There's gold in them there headlines

Speaking of standing out in a sea of blogs, your headline is the single most important way to achieve this. Your blogs post could have all the info in the world, but if your headlines doesn't get people to read it, it's all for nothing. Check out this post on writing a good headline.

Tip 5: Say it with style

People like reading things that have a little personality. Develop an appropriate style and stick to it. What's "appropriate" will depend on your brand, but blogs can be a little more conversational than regular marketing elements. Unbutton that top button and talk to your audience like they're your friends. 

 

Emails

Emails have huge ROI – easily the highest in marketing. But only when they're good. Build your email list by creating emails that are never spammy and always have something the recipient wants. 

Tip 1: Personalization wins

Like blogs, emails work well, so people see a lot of them. Your email is fighting for its life in that inbox, adding a little personalization increases your chances of getting through. Try a first name, last name, business name.

Tip 2: Keep it short

No one wants a long email unless its from a friend. If you get someone to open your email and they see a big wall of text, there's a good chance they're going to nope out real quick. Be brief, be skimmable, get to the point. 

Tip 3: One CTA

Also like blogs, emails should have just one thing you're asking the reader to do. Nails only work when you drive in the point. 

Tip 3: Value up front

If you want me to read your email, I'm gonna need to know why. Am I getting a discount? Info I want? Anything of value to me? If so, tell me up front. If not, I don't want the email 

Tip 4: Watch your metrics

Does your mailing list open more emails in the morning or afternoon? Do they click through more when they're at home? Keep an eye on your metrics and let them guide you. 

Tip 5: Make it easy to unsubscribe

This may seem counter intuitive – why make it easy for people to take themselves off of the list you're trying to build? But you want to build a healthy list of people who will open and click on your emails. If they don't want your stuff, they're just going to being your open and click through rates down. 

 

Social

Tip 1: Different strokes

Each social channel is good for some things and not so good for others. Avoid a one-size-fits-all approach to social. Check this guide and learn how to use each. 

Tip 2: Pic it up

Posting social without pictures is just asking for less engagement. Neglect images at your own peril. Do try and keep them relevant to what you're posting, though. And avoid cheesy stock photography.  

Tip 3: Stay in the know

The rules of the road change weekly. Keep reading about the latest trends, policy changes, and best practices. 

Tip 3: Introduce yourself 

Jump into conversations, answer questions, be friendly, be... social. You'll gain visibility, and, if you're nice about it, you'll endear people to your brand.   

Tip 4: Stick to the plan 

When you make your social plan, you can and should tweak/improve it, but don't go reinventing yourself every couple months. Your social is part of your brand and you have to have some consistency if people are going to get to know you. 

Tip 5: Get the tools  

Posting and measuring the success of your social media will take some tools. Hey look, tools!

 

Infographics

Infographics are a great way of making complicated issues look fun and engaging. It is worth noting, however, that good custom infographics can take time. A lot of time. 

Tip 1: Gather a lot of data

The more info you have, the easier it will be to make a good infographic. So once you have your topic, collect more data on the subject than you think you'll need. 

Tip 2: Consider templates

If you don't have the time or money to make a good custom infographic, there are templates you can use. It won't be totally unique, but most people won't notice. 

Tip 3: Keep it evergreen 

Infographics can be expensive. Focus on making ones you can use year after year rather than something that's going to need to be updated, or will become dated. 

Tip 3: Info first

It's easy to let the design or illustration take center stage, but don't forget the purpose of this thing: convey a message. 

Tip 4: Match your message 

Infographics can take many forms. Clean designs, hand-drawn illustrations, big graphic images... It can be hard to chose a look, but just be sure your message fits your look. Don't pair sketchy, childlike graphics with info on fixed-rate mortgages. 

Tip 5: Go with a pro

There are designers that specialize in creating infographics. Their rates may look high, but keep in mind that they'll likely be a lot quicker than an in-house designer that has to learn as she goes.

 

Newsletters

Tip 1: 90/10

People don't want to see a bunch of ads. A little is ok, but keep it at around 10% promotional and 90% educational/entertaining. 

Tip 2: Hook em

No interesting subject line, no open. Spend time crafting something that shows the value the reader will get and sounds interesting enough to stand out in the pile of other content your reader will see. 

Tip 3: One CTA 

Seeing a theme here? Blogs, emails, and newsletters should all focus on getting the reader to take one action. By focusing on the one thing you want them to do, you stand a much better chance of getting them to actually do it. 

Tip 3: Don't junk it up 

Keep it clean, easy it skim, and not junked up with too much copy or images. 

Tip 4: Good artists steal 

If you see something that works in the monthly email newsletter you get from Starbucks, don't hesitate to steal the idea. The big brands do a lot of testing and there's a good chance whatever they're doing works. 

Tip 5: Follow the data

If your CTA doesn't work, change it until it does. (Change the color, change the wording, change the offer...) If your open rate should be a little higher, try sending at a different time. Your numbers will tell you what's right for your audience. Let them lead the way. 

 

Better Together: Linking Your Content

Your newsletter is a great place to catch readers up on all the great blogs you've been posting. Make a blog recap a section or make it the whole damn thing. If your blogs have value, your readers will appreciate getting a chance to catch up on what they missed. 

Social is also a great place to publish your blogs. Scope out relevant hashtags to get your content in front of the right audience. 

Infographics go with everything. Use them in social, in blogs, in newsletters... But be aware, if you show the same people the same image over and over, they're going to get bored quickly. 

Add social followers and newsletter subscribers by making it easy for your readers to do either. Blogs are a great place for social following buttons or a newsletter sign-up box. 

Scan your social networks for someone asking a question that you've recently answered with a piece of content. People love a brand that comes to their rescue in a moment of need. 

 

That's a lot to remember.

Grab this handy (and free) checklist to help get your content marketing campaign off the ground: 

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