“More content is being created; but does it equal more success or just more noise?” asked Jay Baer, Convince & Convert. This was a common question at this week’s second annual Content Marketing World in Columbus, Ohio. Zemanta was actively involved in the biggest content marketing event in the world as a sponsor of Content Strategy Track.
Jay Baer, Convince and Convert, had a powerful blogging message: “Consumption alone doesn’t matter. You want to look at whether prospects engage in other, more desirable behaviors as a result of your content, such as returning to your site in greater ratios than others,” said Baer.
What you, even or especially business bloggers, have to do is stop selling and start helping. Marcus Sheridan, The Sales Lion, agrees with this statement by Rachel Foster, Fresh Perspective. Blogging is about education and communication, according to Sheridan.
He dispelled 6 common content production myths:
1. Getting started, then staying inspired.
According to Sheridan, listening is the greatest content marketing tool in the world. Great listeners never run out of content. If you listen well, thousands of questions will come your way. Therefore, you should follow the golden rule of content marketing: “They ask, you answer.”
2. My competitors will steal my secrets.
“You ain’t got no secrets,” yelled Sheridan. Anyone can go to Google and find out just about every answer to every question. Be a teacher so customers will look to you as the expert.
3. “I don’t have time for content marketing.”
Content marketing is important to your business. Look to content marketing as you look at payroll.
4. Thought leadership
“If you want to be a thought leader in your industry, then have a dang opinion, and share it.”
5. ROI
Every business needs to know how much its content is making for it in sales. “Be the best teacher in the world on what you do. We have no idea how much info viewers will consume on our websites until we give it to them.”
6. Buy-in
In a company every employee has knowledge to share and has the ability to answer questions. Therefore, every employee needs to be a part of marketing.
The conference ended with a great presentation by legendary Jungle Jack Hanna. His main message that can be applied to blogging was: “Be passionate, be genuine, tell stories, know your content, and bring animals!”
TO BE CONTINUED…
What is your biggest blogging challenge? Please do share.
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