Tuesday, October 5, 2010

Give Your Audience the Content They Crave

The speaker, Paul Roetzer, quickly went over several strategies to Content Marketing.

New information for me, was in order to understand your customers better, take a look at the editorial calendar in magazines, trade journals... in your clients industry to see what topics are most likely important to your customers. The editorial calendar is created by people that have a lot of insight into your clients needs.

Taking that same approach, when you are writing content for your website, create your own editorial calendar. And take it a step further and create abstracts for each of your writing topics.

The big decision when getting content on your site, is how to do it. Do you outsource it? Do you do it internally? Doing it internally will require time, but you can draw on all the resources of your company from marketing, sales, executives, and the people in the guts of your operations - the worker bees in the operations department.

When outsourcing your content, it can get expensive. Traditionally content writing was a dollar a word, so for an average 500 word blog post - it could cost $500.00 at that rate. Currently outsourced content writing is like the wild west. There are new companies that desperately want the content writing business and they slash their prices in an effort to grab clients. You also have something called the "Content Flood" which is a group of editors, copywriters..., that are hired at a penny a word to create content on specific topics. While this content can rank well, it is usually not well written, and is what you get at a penny a word.

Regardless of whether you have your content written internally or you outsource it, having an editor is absolutely necessary.

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